Picky - Seoul, South Korea

Picky is a mobile-first community that enables consumers to discover the best skincare and beauty brands and products that are right for them through extensive user reviews, educational content, and experts’ contributions. With a focus on authenticity, education, and personalization, its community creates and consumes content about skincare and beauty, including K-beauty. Picky’s platform includes a Skin Type Analyzer, a one-minute tool that determines skin type with 14 easy questions. Based on the answers, users can discover the characteristics of their personal skin type and select what works best for them. The database, which is updated regularly, includes over 40,000 products from evergreen favorites to newly-launched indie K-beauty brands.