We were born in Mexico City with a mission: that every Latin American woman has access to the best skincare in the world, with routines that work for her skin.
It all started in 2021, when Valeria Kim returned to Mexico after living in Seoul for five years. She brought in her suitcase a carefully curated collection of Korean products β and completely transformed skin.
Her friends in Mexico City couldn't believe the change. They wanted the same products. But there was no easy way to get them in Latin America: prices were outrageous, authenticity was questionable and service was nonexistent.
That's how SeouLatina was born: the answer to a market of 650 million people who deserved the same access to Korean skincare as the rest of the world.
We believe Korean skincare can transform the skin of any Latina β regardless of tone, type or budget. Our mission is to make that access easy, affordable and reliable.
Every product is reviewed by our dermatologist and K-beauty team before being listed in the store.
We import directly from official distributors in South Korea. No middlemen, no counterfeits.
Our Seoul AI understands Latina skin: the climate, the tones, and the specific concerns of our region.
Everything we do is designed for our region: payment methods, languages, climate and our skin's diversity.
We don't sell what's viral β we sell what works. Every product is backed by active ingredients with scientific evidence.
We prioritize brands that use clean formulas, recyclable packaging and ethical practices. Modern K-beauty cares for the planet too.
Through The Klog and Seoul AI, we educate before we sell. An informed customer makes better decisions and gets better results.
We are a community of Latinas passionate about skincare β not a corporation. Every review matters and every voice counts.
Latina skin is brown, mestiza, indigenous, white and everything in between. We celebrate that diversity and cover all needs.
A multicultural team from Mexico, Colombia and South Korea β united by a love of skincare.
Lived 5 years in Seoul. Turned her K-beauty obsession into the business she always wanted to see in LATAM.
Mexican dermatologist specialized in Latina skin with 12 years of experience. Reviews every product before it's published.
Editor and K-beauty blogger since 2018. Author of The Klog and main voice of the SeouLatina community.
Colombian engineer specialized in AI applied to retail. Built Seoul AI from scratch to understand Latina skin.
With HQ in Mexico City and logistics partners across the region.