Round Lab (Korean: 라운드랩) is a South Korean skincare brand that focuses on combining natural ingredients sourced from the Korean Peninsula with minimalist, gentle daily skincare routines. The brand’s philosophy centres on creating products inspired by the meeting of sea, mountains, and wind in Korea. Round Lab is particularly well-known for its 1025 Dokdo and Birch Juice lines, which have gained prominence in the global K-beauty market 1.

The brand operates under Seorin Company Co., Ltd. (서린컴퍼니), established in November 2017 2. Its official slogan is “Better Skin, Better Round,” reflecting its commitment to accessible, effective skincare derived from local resources.

Round Lab distinguishes itself by building product collections around specific places and natural resources associated with Korea, rather than relying solely on synthetic active ingredients. This geographic storytelling translates Korean landscapes into skincare ingredients. Key ingredient sources include:

• Ulleungdo / Dokdo: Deep seawater
• Inje: Birch tree sap
• Yangyang: Pine
• Jeongseon: Black soybean
• Mugwort: Soothing botanicals
• Jeju: Camellia

The company states that it searches across Korean land and water to find ingredients suitable for skincare 1. The brand positions itself towards daily, comfortable skincare, emphasizing hydration, soothing, and skin barrier maintenance while removing unnecessary complexity from formulations 2.

Sustainability is also a component of Round Lab’s positioning, involving recyclable paper packaging, soy-based printing ink, and community-oriented activities 2.

Foundation (2017)

Round Lab was established in 2017 under Seorin Company. The initial concept focused on clean, locally sourced Korean ingredients and uncomplicated formulations. The early brand identity emphasized providing consumers with a “gentle rest” for their skin after a tiring day, utilizing healthy natural ingredients rather than complex chemical mixtures 2.

Breakthrough (2018–2019)

The brand’s major breakthrough occurred with the 1025 Dokdo line, specifically the 1025 Dokdo Toner. According to business reports, the product grew substantially through word-of-mouth rather than large-scale marketing campaigns. A significant milestone was Round Lab’s entry into Olive Young in 2019, which accelerated its domestic growth in South Korea. The Dokdo Toner became the product that firmly established Round Lab’s identity in the market.

Expansion (2020s)

Following the success of the Dokdo line, Round Lab expanded its portfolio to include additional ingredient-based collections such as Birch, Mugwort, Black Soybean, Pine Cica, Soybean Panthenol, Camellia, and Vita Niacinamide. The company subsequently broadened its international distribution, operating dedicated channels including a U.S. storefront 1.

1025 Dokdo Line

The 1025 Dokdo collection is considered Round Lab’s signature line. The hero ingredient is deep seawater extracted from approximately 5,000 feet underwater near Ulleungdo and Dokdo. The research behind this ingredient originated from Korean government-supported scientific studies before being applied to skincare 1.

The name “1025” refers to October 25, which is associated with Dokdo Day in South Korea, connecting the product directly to the location. Key products in this line include:

• 1025 Dokdo Toner (Flagship product)
• 1025 Dokdo Lotion
• 1025 Dokdo Cleanser
• 1025 Dokdo Cleansing Water
• 1025 Dokdo Ampoule

The 1025 Dokdo Toner is described on the brand’s U.S. site as its bestselling toner, highlighting its popularity both domestically and internationally 1.

Birch Juice Line

The Birch Juice collection utilizes sap from silver birch trees in Inje, Korea. Round Lab describes birch sap as naturally containing amino acids, minerals, enzymes, proteins, antioxidants, and vitamins 1. This line focuses on hydration, moisture retention, soothing, and supporting the skin barrier.

Notable products include:

• Birch Juice Moisturizing Sunscreen (Prominent internationally)
• Birch Juice Moisturizing Cream
• Birch Juice Moisturizing Ampoule
• Birch Juice Cleansing products

The Birch Juice Moisturizing Sunscreen has helped expand the brand’s recognition beyond the toner category.

Other Ingredient Collections

Round Lab has developed a broader ecosystem of products based on distinct Korean ingredients:

• Pine Cica: Combines pine-derived ingredients with cica/madecassoside for calming stressed or sensitive skin 1.
• Black Soybean: Focuses on nourishment, elasticity, and skin-barrier care using soybean-derived ceramides 1.
• Mugwort: Uses a gravity-based pure-water extraction method to preserve natural properties for soothing care 1.
• Soybean Panthenol: Combines black soybean ingredients with panthenol for moisturization and barrier support.
• Camellia: Draws from Jeju camellia for nourishing and elasticity-focused skincare.
• Vita Niacinamide: Targets brightening and uneven skin tone.

Round Lab is operated by Seorin Company Co., Ltd. The official corporate information lists:

• CEO: Lee Young-hak (이영학)
• Headquarters: Chuncheon, Gangwon Special Self-Governing Province, South Korea
• Facilities: Multiple logistics facilities in the Chuncheon area 2

Business reporting indicates that Seorin Company was co-founded in 2017 by Lee Young-hak and Jung Seo-rin. In 2023, Calips Capital and Meritz Securities acquired 100% of the founders’ stake in Seorin Company for approximately ₩230 billion, marking a significant corporate transaction for the brand.

Round Lab positions itself within the accessible mid-range segment of the K-beauty market. Its core audience includes individuals seeking effective yet gentle skincare, particularly those with sensitive-feeling skin, dehydrated skin, or compromised skin barriers who prefer minimalist routines and lightweight textures.

The brand has transitioned from a primarily domestic label to an international presence. It distributes products through global beauty retailers and operates regional online stores. The simplicity of its ingredient stories—such as Dokdo representing deep sea water and Birch representing sap—has aided its acceptance among overseas consumers who may not be deeply familiar with complex Korean skincare terminology 3.

The brand employs a minimalist aesthetic often described as “laboratory-meets-nature.” Packaging typically features white, pale blue, beige, and muted natural colors with clean typography. This visual language communicates purity, water, cleanliness, calmness, and science, reinforcing the brand’s connection to natural resources 1.

Round Lab products have received recognition within Korean beauty retail ecosystems. Retailers and beauty awards frequently highlight the 1025 Dokdo Toner as a bestselling or highly recognized product 3. While these accolades reflect industry popularity and consumer preference, they serve as indicators of market reception rather than independent clinical superiority claims.

1. OUR STORY – Round Lab
2. 라운드랩
3. ROUND LAB: Natural Korean Skincare for Hydrated, Clear Skin