LG Household & Health Care is the mother of the cosmetics dragons: The History of Whoo, SU:M37, and Belif. So it’s no surprise that I became hooked on Belif without initially knowing the parental origin.
The new Belif aisles at Sephora made me squeal with delight when I first came upon them. Guess the KBeauty trend was really taking off for cosmetics giant Sephora to dedicate a whole aisle to this K brand, at its Times Square location no less. Better belif it, folks!
The price points were really good compared to the other stuff at Sephora, which usually run on average $40-50 for an ounce of product. This was $34 for 1.68oz of overnight brightening mask. Of course the addict in me couldn’t resist, behold: