Top 10 Popular Korean Beauty Brands

Top 10 Popular Korean Beauty Brands

Korean Beauty has taken the world by storm, becoming a dominant force in the global beauty industry. Rooted in South Korea's rich cultural heritage and influenced by the country's obsession with flawless skin and innovative beauty products, K-Beauty has gained a massive following worldwide. The phenomenon of the Korean Wave, driven by the popularity of K-Pop music, K-Dramas, and Korean celebrities, has played a significant role in catapulting K-Beauty into the international spotlight.

The K-Beauty philosophy goes beyond surface-level beauty and focuses on achieving healthy, radiant skin from within. In this blog we will take a journey into the world of K-Beauty, discovering the magic behind these beloved brands and understanding why they have captured the hearts of beauty enthusiasts worldwide. 

Continuing with our Korean beauty brands email, let's explore the popular Korean beauty brands but before that if you haven't subscribe to our email newsletter you can subscribe us now to stay updated.

1. The Face Shop

The face shop

 Image credit: via thefaceshop

The Face Shop, founded in 2003, is one of South Korea's most well-known and beloved skincare and cosmetics brands. It has gained international recognition for its dedication to natural beauty and holistic skincare solutions. The brand's name itself signifies its commitment to offering a wide range of products that cater to various skin concerns, becoming a one-stop-shop for beauty needs.

At the core of The Face Shop's philosophy lies the belief in the healing power of nature. Drawing inspiration from nature's bountiful offerings, the brand focuses on harnessing the potency of natural ingredients to create effective skincare formulations. The brand's products are infused with botanical extracts, flower essences, and other plant-based ingredients that have been used in traditional Korean skincare for generations. 

a. Popular Products and Their Unique Ingredients

  • Rice Water Bright Cleansing Foam: This iconic cleanser is enriched with rice water extract, which is known for its brightening properties. It effectively removes impurities and makeup while leaving the skin looking radiant and refreshed.

  • Dr. Belmeur Cica Peptite Ampoule: Formulated with centella asiatica extract (Cica) and peptides, this ampoule provides intensive hydration and helps soothe sensitive or irritated skin, promoting a healthy and resilient complexion.

  • Chia Seed Hydro Cream: The Chia Seed Hydro Cream is a lightweight moisturizer packed with chia seed extract and hyaluronic acid, offering a burst of hydration to the skin without feeling heavy or greasy.

b. The Brand's Commitment to Sustainability and Ethical Practice

The Face Shop places a strong emphasis on sustainability and ethical practices, acknowledging its responsibility to the environment and society. To reduce its ecological footprint, the brand actively engages in eco-friendly initiatives.

  • Eco-Friendly Packaging: The Face Shop has been proactive in implementing eco-friendly packaging solutions. It uses recyclable materials and encourages customers to participate in recycling programs. Additionally, the brand promotes the use of eco-refills for certain products to minimize plastic waste.

  • Social Contributions: The Face Shop is involved in various social initiatives aimed at giving back to the community. It participates in charitable activities and partners with organizations that support environmental conservation and social welfare.

  • Ethical Sourcing: The brand is committed to responsible sourcing and works closely with suppliers to ensure the sustainability of the ingredients used in their products. They prioritize fair trade practices and support local communities involved in the cultivation of natural ingredients.

2. Etude House

Etude House

Image credit: via etudehouse

Etude House, established in 1985, is renowned for its fun and youthful approach to beauty. The brand's name, which translates to "study of beauty," reflects its commitment to helping customers experiment with different makeup looks and skincare routines. Etude House creates a delightful and whimsical shopping experience, appealing to the young and young-at-heart alike.

Embracing the concept of "Princess Fantasy," Etude House focuses on empowering individuals to express their unique personalities through makeup and skincare. The brand's colorful and eye-catching packaging, along with its playful store designs, invite customers into a world of creativity and self-expression. This philosophy resonates strongly with its target audience, including teenagers and young adults seeking to explore and enhance their natural beauty in a playful way.

 a. Iconic Products That Have Gained International Recognition

  • Etude House Dear Darling Water Gel Tint: This lip tint is one of the brand's most popular and iconic products. Available in a variety of vibrant shades, the water gel formula provides long-lasting color with a lightweight and comfortable feel on the lips.¬†
  • Etude House Drawing Eyebrow Pencil: Loved by beauty enthusiasts worldwide, this eyebrow pencil features a fine triangular tip for precise application. It allows users to create natural-looking brows or build up intensity for a bolder look.¬†
  • Etude House SoonJung 5-Panthensoside Cica Balm: Part of the SoonJung line, this cica balm is a soothing and calming solution for sensitive or irritated skin. It contains panthenol and madecassoside to strengthen the skin's barrier and promote healing.

 b. Celebrity Endorsements and Collaborations That Contributed to Its Popularity 

Etude House's popularity has been further boosted by its strategic celebrity endorsements and successful collaborations. The brand has leveraged the immense influence of K-Pop idols, K-Drama stars, and social media influencers to connect with a broader audience. 

  • K-Pop Idols: Etude House has partnered with popular K-Pop groups and idols, such as SHINee, Red Velvet, and BTS. These collaborations feature limited-edition makeup collections, co-designed by the artists, which create excitement and drive demand among fans.
  • K-Drama Stars: The brand has tapped into the immense popularity of K-Dramas by enlisting well-known actors and actresses as brand ambassadors. Their attractive image and flawless complexion align perfectly with Etude House's youthful and radiant aesthetic.
  • Social Media Influencers: Etude House has effectively utilized influencer marketing to reach a global audience. Collaborating with beauty influencers and content creators, the brand gains exposure and credibility in the digital space.

3. Innisfree


Image credit: via innisfree 

Innisfree, established in 2000, takes inspiration from the pristine and lush island of Jeju in South Korea, known for its untouched beauty and rich biodiversity. The brand's core concept revolves around harnessing the power of nature to create effective and sustainable skincare products. Innisfree's commitment to eco-friendly practices and responsible sourcing of ingredients reflects its deep respect for the environment and the benefits it offers to our skin. 

The brand's philosophy, "Clean Island, Beautiful Change," reflects its dedication to preserving the natural beauty of Jeju Island and giving back to the planet through eco-friendly initiatives. Innisfree's connection to nature is evident in every aspect of its products, from the carefully selected ingredients to the eco-conscious packaging.

 a. Product Lines and Their Natural Ingredients 

  • Green Tea Seed Serum: This iconic product from Innisfree is formulated with organic green tea seeds sourced from the lush fields of Jeju Island. The serum is rich in antioxidants, providing deep hydration and nourishment to the skin while helping to improve its overall texture and appearance.
  • Orchid Enriched Cream: The Orchid line is formulated with Jeju's resilient orchids, known for their ability to withstand harsh environmental conditions. The enriched cream targets signs of aging, helping to improve skin elasticity and firmness.¬†
  • Jeju Volcanic Pore Cleansing Foam: Featuring volcanic clusters from Jeju's volcanic island, this cleansing foam effectively purifies the skin by absorbing excess sebum and removing impurities from the pores.¬†

 b. Contributions to the Global Eco-Friendly Beauty Movement

Innisfree has played a significant role in advancing the global eco-friendly beauty movement. The brand's commitment to sustainability and ethical practices sets a commendable example for the beauty industry.

  • Eco-Friendly Initiatives: Innisfree actively promotes recycling and eco-friendly practices among its customers. The brand encourages the use of refillable containers for its popular products, reducing plastic waste and encouraging responsible consumption.¬†
  • Green Store Designs: Innisfree's physical stores are designed with eco-friendliness in mind. Many of its stores incorporate sustainable materials and feature green spaces, reflecting the brand's connection to nature.¬†
  • Participating in Environmental Campaigns: Innisfree actively engages in various environmental campaigns and initiatives aimed at preserving nature and supporting local communities. The brand's commitment to social responsibility is evident in its involvement in projects focused on reforestation and eco-education.

4. Laneige


Image credit: via laneige 

Laneige, founded in 1994, is a pioneering Korean Beauty brand that has been at the forefront of scientific research and innovation in skincare. The name "Laneige" is derived from the French word "la neige," meaning "snow," symbolizing the brand's commitment to providing the ultimate hydration for the skin.

At the heart of Laneige's success lies its revolutionary Water Science Technology, which focuses on maximizing the benefits of water to enhance skin hydration and health. The brand's signature Water Bank line, for instance, utilizes a unique hydro-ionized mineral water that effectively delivers moisture to the skin's deepest layers, keeping it plump and supple. 

a. Best-Selling Products That Cater to Different Skin Concerns 

  • Water Sleeping Mask: This iconic overnight mask has become a holy grail product for many beauty enthusiasts. Infused with Laneige's patented Sleep-Tox‚ĄĘ technology and aromatic Sleepscent‚ĄĘ, the mask provides intense hydration and revitalization while you sleep, leaving your skin refreshed and rejuvenated in the morning.
  • Lip Sleeping Mask: The Lip Sleeping Mask is a cult-favorite product designed to rescue dry and chapped lips. Enriched with a Berry Mix Complex, it gently exfoliates and nourishes lips overnight, revealing soft and smooth lips the next day.¬†
  • Cream Skin Refiner: The Cream Skin Refiner is a hybrid product that combines the properties of a toner and moisturizer. Formulated with White Leaf Tea Water, it provides deep hydration while creating a lightweight, dewy finish.

b.  Brand's Expansion Beyond South Korea and Its International Success

Laneige's dedication to quality and innovation has propelled it to international success, gaining a loyal global following. The brand has strategically expanded into various markets, catering to diverse beauty preferences worldwide.

  • Asian Market Presence: Laneige has achieved significant popularity in neighboring Asian countries, including China, Japan, and Singapore. Its innovative formulations and focus on skin hydration resonate well with consumers in these regions.
  • Western Market Penetration: Laneige successfully entered the Western beauty market, particularly in the United States, by adapting its products to cater to the preferences and needs of Western consumers. It has garnered attention from beauty influencers and gained shelf space in major retailers.¬†
  • Global Celebrity Endorsements: To strengthen its international presence, Laneige has collaborated with international celebrities and influencers to promote its products. Such collaborations have contributed to the brand's global recognition and reach.

5. TonyMoly


Image credit: via tonymoly 

TonyMoly, founded in 2006, is renowned for its charming and whimsical packaging that has become a hallmark of the brand. Drawing inspiration from pop culture and Kawaii (Japanese "cute" culture), TonyMoly's products come in playful and adorable containers that resemble fruits, animals, and even mythical creatures. The brand's packaging stands out on shelves, creating an instant connection with consumers who are drawn to its eye-catching designs. 

TonyMoly's approach to packaging goes beyond aesthetics; it embodies the brand's philosophy of making beauty fun and enjoyable. The cute and quirky containers add an element of delight to the skincare and makeup routine, making the experience not only effective but also enjoyable. 

a. Must-Try Products Loved by Beauty Enthusiasts Worldwide

  • Real Sheet Masks: TonyMoly's I'm Real Sheet Masks have gained immense popularity for their effectiveness and diversity of ingredients. Infused with natural extracts and essences, these masks target various skin concerns, such as hydration, brightening, and firming, catering to a wide range of skin types.
  • Panda's Dream White Magic Cream: This best-selling cream is a hit among beauty enthusiasts for its brightening and moisturizing properties. The adorable panda-shaped packaging adds a playful touch to this skin-brightening cream, making it a favorite among K-Beauty fans.¬†
  • Cat's Wink Clear Pact: The Cat's Wink Clear Pact is a popular compact powder that provides a smooth and flawless finish to the skin. The compact, designed to resemble a cat's face, has gained a cult following for both its functionality and endearing design.

 b. Unique Marketing Strategies That Set the Brand Apart 

  • Engaging Social Media Campaigns: TonyMoly excels at leveraging social media platforms to engage with its audience. The brand creates interactive and entertaining content, such as playful makeup tutorials and product challenges, fostering a sense of community among its followers.¬†
  • Collaborations with K-Pop Groups and Idols: TonyMoly strategically collaborates with popular K-Pop groups and idols to reach a broader audience. Limited-edition collections co-designed with these artists generate buzz and excitement, drawing in dedicated fan bases and beauty enthusiasts alike.
  • In-Store Experience: TonyMoly's physical stores provide a unique and immersive shopping experience. Visitors are welcomed into a world of cuteness and playfulness, with themed displays and interactive elements that add an element of fun to the shopping process.¬†

6. Missha


Image credit: via missha 

Founded in 2000, Missha has become a prominent player in the Korean Beauty industry, known for its commitment to offering high-quality yet affordable skincare and makeup products. The brand's name, derived from the word "Miss," conveys its mission to provide every individual with access to effective beauty solutions. 

With an extensive range of products targeting various skin concerns, Missha has earned a reputation for delivering results-driven formulations at affordable prices, making it a go-to brand for beauty enthusiasts seeking value without compromising on quality.

a. Iconic Product Lines and Their Benefits

  • Time Revolution First Treatment Essence: Missha's Time Revolution line is a standout collection that includes the First Treatment Essence. This essence is formulated with fermented yeast extract, providing intense hydration, improved skin texture, and a brighter complexion. Often compared to more expensive luxury counterparts, this essence has gained a loyal following for its effectiveness in achieving radiant skin.
  • M Perfect Cover BB Cream: Missha's M Perfect Cover BB Cream is an iconic product that has achieved cult status among beauty enthusiasts. This multitasking BB cream offers coverage, sun protection, and skincare benefits, such as anti-aging and moisturization. Its lightweight and blendable formula make it a popular choice for daily wear.¬†
  • Super Aqua Cell Renew Snail Cream: The Super Aqua Cell Renew Snail Cream features snail mucin extract, known for its regenerative properties. This cream deeply hydrates the skin, enhances elasticity, and helps reduce the appearance of fine lines and wrinkles. It has become a favorite among those seeking effective anti-aging solutions.

b. Global Presence and Market Reach

Missha's success in the domestic Korean market quickly propelled the brand to international prominence. Over the years, Missha has expanded its global presence, gaining popularity in various regions across Asia, Europe, North America, and beyond.

The brand's strategic marketing initiatives, online presence, and commitment to customer satisfaction have contributed to its international success. Missha's products are widely available through e-commerce platforms, standalone stores, and authorized retailers in numerous countries, making it easily accessible to consumers around the world. Furthermore, Missha's commitment to addressing diverse skin concerns and offering effective solutions has resonated with a global audience, leading to a broad and loyal customer base.



Image credit: via coxrs

COSRX, established in 2015, has gained a devoted following for its no-nonsense approach to skincare. The brand's name is derived from "cosmetics" and "prescription," emphasizing its commitment to providing effective skincare solutions backed by scientific research.

At the heart of COSRX's philosophy lies a focus on minimalism and simplicity. The brand believes in streamlining skincare routines with targeted products that address specific skin concerns. Rather than overwhelming consumers with an extensive lineup of products, COSRX focuses on creating essential skincare items that cater to a wide range of skin types and issues. 

COSRX's formulations are straightforward, with a primary emphasis on key active ingredients that have been proven to deliver results. The brand's transparency in disclosing ingredient lists and avoiding unnecessary additives has garnered trust among beauty enthusiasts seeking efficient and effective skincare solutions.

a. Cult-Favorite Products and Their Ingredients 

  • Advanced Snail 96 Mucin Power Essence: COSRX's Advanced Snail 96 Mucin Power Essence is a holy grail product for many skincare enthusiasts. Formulated with 96% snail secretion filtrate, this essence deeply hydrates the skin, promotes skin repair, and helps improve skin texture. Snail mucin is renowned for its regenerative properties, making this product a favorite for addressing various skin concerns.
  • Acne Pimple Master Patch: This innovative product has become a staple in many skincare routines for acne-prone skin. The Acne Pimple Master Patch is a hydrocolloid patch that adheres to the skin, creating a protective barrier that absorbs impurities and reduces inflammation, allowing blemishes to heal faster.
  • AHA/BHA Clarifying Treatment Toner: The AHA/BHA Clarifying Treatment Toner is a gentle exfoliating toner that contains natural acids, including glycolic acid and betaine salicylate. It helps remove dead skin cells, unclog pores, and refine skin texture, making it an excellent choice for those with uneven or congested skin.

 b. How COSRX Revolutionized the Skincare Industry With Its Approach 

COSRX's unique approach to skincare has revolutionized the beauty industry in several ways:

  • Targeted Solutions: By offering targeted skincare solutions with minimalistic formulations, COSRX has simplified skincare routines for consumers. This approach has resonated with those seeking efficient and straightforward products that deliver visible results.
  • ¬†Ingredient Transparency: COSRX's commitment to ingredient transparency and science-based formulations has earned the trust of consumers. By providing in-depth information about the key ingredients in each product, the brand empowers customers to make informed decisions about their skincare.
  • Community Engagement: COSRX actively engages with its customer base through online platforms, social media, and community forums. The brand values customer feedback and incorporates it into product development, fostering a sense of community and co-creation with its audience.
  • ¬†Dermatology-Grade Products: COSRX's dedication to creating dermatology-grade products at affordable prices has made effective skincare accessible to a wider audience. The brand's commitment to quality has garnered praise from skincare experts and beauty enthusiasts alike.

8. Skinfood

skin food

Image credit: via skinfood

Skinfood, founded in 1957, has carved a unique niche in the Korean Beauty industry by embracing the concept of "food for the skin." The brand draws inspiration from nature's pantry, using natural food extracts and ingredients in its formulations. Skinfood's philosophy revolves around the belief that the same nutrients that benefit our bodies can also nourish and revitalize our skin.

Emphasizing the power of natural ingredients, Skinfood offers a delectable range of products that resemble actual food items. From avocado masks to black sugar scrubs and tomato serums, each product is formulated with food-inspired extracts that provide a host of benefits to the skin. This "feeding the skin" approach has resonated with consumers who are drawn to the brand's unique and innovative concept.

a. Popular Products that Incorporate Natural Food Extracts

  • ¬†Black Sugar Mask Wash Off: One of Skinfood's most popular products, the Black Sugar Mask Wash Off, is a luxurious exfoliating mask enriched with black sugar and nourishing plant oils. This gentle yet effective scrub removes dead skin cells and impurities, leaving the skin soft, smooth, and radiant.
  • Egg White Pore Foam: The Egg White Pore Foam is a creamy cleanser containing egg white extracts, which are known for their pore-tightening properties. It effectively removes excess oil and minimizes the appearance of pores, providing a deep and refreshing cleanse.¬†
  • Royal Honey Propolis Enrich Essence: Formulated with honey and propolis extracts, this essence provides intense hydration and nourishment to the skin. The essence also helps to improve the skin's elasticity and overall health, making it a favorite among those seeking a radiant and supple complexion.

 b. Exploring Skinfood's Unique Position in the Market

Skinfood's approach of incorporating natural food extracts into skincare products has given the brand a distinctive position in the market. By merging the concepts of beauty and nutrition, Skinfood has attracted a wide consumer base, from health-conscious individuals to beauty enthusiasts seeking effective and natural skincare solutions. 

Furthermore, Skinfood's commitment to affordability and accessibility has made its food-inspired skincare approach widely available to consumers across different demographics. The brand's focus on value-driven products that deliver visible results has garnered a loyal following of skincare enthusiasts who appreciate the brand's unique offerings.

9. Sulwhasoo


Image credit: via sulwhasoo

Sulwhasoo, established in 1966, is a luxury Korean Beauty brand that embodies the essence of traditional Korean herbal medicine. Named after the legendary white ginseng flower, "Sulwha," and the philosophy of achieving balanced harmony, "Soo," the brand epitomizes the pursuit of holistic beauty rooted in Asian wisdom.

Sulwhasoo's approach to skincare is deeply influenced by Korean herbal medicine, which emphasizes the holistic well-being of both the skin and the body. The brand's formulations are meticulously crafted using precious herbal ingredients and advanced technologies to deliver age-old wisdom in modern skincare solutions. Sulwhasoo's luxurious and sensorial products provide an exquisite pampering experience, attracting discerning consumers seeking the epitome of luxury and efficacy in their beauty routines.

a. Signature Products and Their Anti-Aging Properties

  • First Care Activating Serum: The First Care Activating Serum is one of Sulwhasoo's most iconic products. It serves as the first step in the skincare routine, preparing the skin to receive the full benefits of subsequent products. Formulated with the brand's signature JAUM Balancing Complex‚ĄĘ, this serum helps balance and rejuvenate the skin, promoting a radiant and youthful complexion.¬†
  • Concentrated Ginseng Renewing Cream: This sumptuous cream is enriched with Sulwhasoo's renowned Concentrated Ginseng Renewing Formula‚ĄĘ, which harnesses the power of ginseng to address multiple signs of aging. It deeply nourishes the skin, improves elasticity, and diminishes the appearance of fine lines and wrinkles.¬†
  • Overnight Vitalizing Mask: The Overnight Vitalizing Mask is a luxurious overnight treatment that revitalizes the skin while you sleep. Infused with traditional Korean medicinal herbs, it works to replenish moisture, enhance skin's natural radiance, and promote a well-rested complexion.

 b. How Sulwhasoo Maintains Its Premium Status in the Industry

Sulwhasoo has successfully maintained its premium status in the beauty industry through several key strategies:

  • Prestigious Herbal Ingredients: Sulwhasoo's commitment to using precious herbal ingredients, especially ginseng, sets it apart from other luxury brands. The brand collaborates with local farmers to ensure the highest quality ginseng and other rare botanicals, further elevating the brand's image.¬†
  • Advanced Research and Development: Sulwhasoo's continuous investment in research and development allows it to stay at the forefront of skincare innovation. The brand combines cutting-edge technologies with traditional herbal wisdom to create effective and luxurious formulations.
  • Exclusive Brand Experience: Sulwhasoo offers an exclusive brand experience to its customers, with opulent packaging, personalized consultations, and luxurious in-store services. This high-touch approach cements the brand's premium image and fosters a strong sense of brand loyalty.
  • International Recognition: Sulwhasoo's commitment to excellence and efficacy has earned it international acclaim and recognition. The brand has garnered prestigious awards and accolades from beauty experts and industry professionals worldwide.

10. Holika Holika

Holika Holika

Image credit: via holikaholika

Holika Holika, founded in 2010, has made a name for itself with its whimsical and enchanting branding. The brand's name is inspired by the words "holic" and "holistic," signifying its commitment to offering a holistic approach to beauty. Holika Holika embraces a fantastical and fairy tale-inspired concept, infusing its products with magical elements and adorable packaging that appeal to the imagination of consumers.

From products shaped like cute animals and mythical creatures to colorful and playful designs, Holika Holika creates a sense of wonder and excitement in the beauty experience. The brand's imaginative storytelling and creative marketing campaigns transport customers to a world of magic, making their skincare and makeup routines feel like a delightful journey.

a. Best-Selling Products and Their Innovative Formulations

  • Aloe 99% Soothing Gel: One of Holika Holika's best-selling products, the Aloe 99% Soothing Gel, contains a high concentration of aloe vera extract. This multi-purpose gel provides soothing and cooling relief to the skin, making it ideal for calming sunburns, irritations, and dryness.
  • Good Cera Super Ceramide Cream: This highly praised cream features a rich blend of ceramides and other moisturizing ingredients. It helps reinforce the skin's barrier, locking in moisture and preventing dehydration, making it a popular choice for those with dry or sensitive skin.
  • Pig Nose Clear Blackhead 3-Step Kit: The Pig Nose Clear Blackhead 3-Step Kit is a fun and effective solution for clearing blackheads. It includes a pore-opening sheet, a blackhead removing strip, and a pore-tightening sheet to leave the skin clean and refreshed.

b. Brand's Expansion and Success in Global Markets

Holika Holika's unique branding and innovative products have contributed to its success in global markets. The brand has strategically expanded its presence beyond South Korea, gaining popularity in various countries worldwide.

  • Asian Market Presence: Holika Holika has made a strong impact in neighboring Asian countries, such as China, Japan, and Thailand. Its playful and fun approach to beauty has resonated with consumers in these regions.
  • ¬†Western Market Penetration: The brand has also successfully entered Western markets, particularly in Europe and the United States. Holika Holika's unique packaging and approachable price points have attracted a diverse customer base seeking something different and exciting in their beauty routines.
  • Influencer Collaborations: Holika Holika actively collaborates with beauty influencers and content creators, leveraging their reach to connect with new audiences in different regions. These collaborations have contributed to the brand's global visibility and appeal.¬†


Korean beauty brands have become beloved worldwide due to their commitment to innovation, consumer-centric approach, and unique brand identities. With the continuing influence of K-Beauty on the beauty industry, we can expect to see more exciting and innovative developments in skincare and makeup, catering to the diverse and evolving needs of beauty enthusiasts worldwide.

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Which product is available for 58 years old, who has dry skin…thank you


Innisfree, the Korean beauty brand, is renowned for its natural skincare products. Discover their eco-friendly approach to beauty and sustainability.


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