Discovering Heart Percent: A Fresh Take on Korean Skincare and Cosmetics

HEART PERCENT is one of the rare Korean makeup brands that behaves like it was designed by someone who genuinely wears makeup rather than by a trend committee. The formulas are obsessively lip-forward — tints, glosses, plumpers, balms — but the brand has recently extended into eyes, brows, and even skincare cleansers without losing the playful precision that put its lip products on every K-beauty shortlist.

This piece is a complete introduction: where HEART PERCENT comes from, what the two core makeup lines actually do, which products are worth starting with by category, and who will be disappointed. Every reference we mention is in stock at Kool Seoul, sourced directly from Seoul and shipped worldwide via DHL Express — free shipping on orders over $150.

Where HEART PERCENT comes from

HEART PERCENT Dote On Mood Blurry Fog Tintthe soft-matte tint that put the brand on the K-beauty map$23Shop now →

HEART PERCENT is a Seoul-based cosmetics label that surfaced in the wave of independent Korean makeup brands that decided there was no reason a lip product had to choose between lasting power and a texture that feels like a second skin. Most K-beauty tints at launch were either high-pigment stains with a drying grip or glassy glosses that slid off in an hour. HEART PERCENT sat in a third lane: soft-blurring formulas, blurred edges, buildable pigment, and a finish that photographs well without looking heavy in person.

The brand's aesthetic runs on a very clear visual identity — rosy, feminine without being cloying, the packaging typeset with small deliberate detail. On the street, a HEART PERCENT product in someone's hand is identifiable from across the table. That legibility of brand has helped it move quickly into markets beyond Korea: it is the kind of label that K-beauty editors reference in a "brands to know" list before it is in a single Western department store, which is the market position we respect.

The range at Kool Seoul covers the two main makeup lines — Dote On Mood and Dot On Mood — plus the Commas On Life skincare cleansers, and a handful of newer additions including the Brow Color Changer. That is 18 active references from one brand, which is enough to build a real routine around.

The Dote On Mood line — HEART PERCENT's lip signatures

Dote On Mood Blurry Fog Tintsoft-matte, blurred edges, weightless on the lips$23Shop now →

The Dote On Mood family is the original creative engine of the brand. Start with the Dote On Mood Blurry Fog Tint: a velvet-matte lip tint engineered for a deliberately imprecise, soft-focus finish. The "blurry fog" in the name is not a marketing metaphor — the formula spreads slightly beyond the lip line on first application, creating a diffused, barely-there stain that reads more editorial than a hard lip. It wears for several hours on the inner lip colour and the outer diffusion fades gracefully rather than cracking. This is the tint we point people toward when they say they want the "Korean idol off-stage look": not overdone, not sticky, photographable on every skin tone in our range.

Dote On Mood Pure Glow Tintglass-finish tint with a lit-from-within sheen$23Shop now →

The companion in the Dote On Mood line is the Dote On Mood Pure Glow Tint. Where the Blurry Fog is matte and diffused, the Pure Glow is glossy and lit. The finish is that wet-glass sheen Korea has been producing since the early 2010s, but the pigment level here is higher than most gloss-tints — you get colour and shine together rather than having to choose. It is the one to reach for in natural light, and it layers cleanly over the Blurry Fog for a "blurred base with a glossy centre" effect that requires no skill to pull off.

Dote On Mood Dewy Melting Lipsticka skin-like, moisturising lipstick in Korean nude tones$19Shop now →

The Dote On Mood Dewy Melting Lipstick is HEART PERCENT's answer to the "moisturising lipstick" format — a bullet form, not a tint wand — that melts onto the lip with a dewy, not waxy, finish. It is the product that non-tint people in the brand's orbit tend to gravitate toward: the feel is closer to a lip conditioner that happens to have deep colour than to a traditional lipstick. The shade range leans into the rosy, earthy nudes that Korean editorial has been working with for the last few seasons.

Completing the Dote On Mood lip family is the Dote On Mood Lip Pencil Slim — a fine-tipped liner for people who want the Blurry Fog look but with more precision at the cupid's bow — and the Top Coating Lip Plumper, a topcoat that adds both volume and a glassy sheen over any lip product underneath. The plumper is the one we recommend as a "final step" for all three Dote On Mood products: it pushes the finish from "beautiful" to "I bought this for the glow, stayed for the plump."

The Dot On Mood line — eyes, brows, and a lip-and-cheek hybrid

Dot On Mood One Way Glow Tinthigh-pigment glow tint with a lit, concentrated finish$21Shop now →

The Dot On Mood line is where HEART PERCENT extended its vocabulary beyond lip colour into the full face. The naming is close to the original — Dote vs Dot — but the formulas and categories are distinct. The Dot On Mood One Way Glow Tint is a lip tint positioned as the glow-first option in this sister line: a more concentrated, foil-adjacent finish that photographs with an almost metallic warmth. It is the product for people who found the Pure Glow Tint pretty and wanted to turn the dial one notch further.

Dot On Mood Custom Lip & Cheeka dual-use blush-and-lip product in a pot, wearable on both$29Shop now →

The Dot On Mood Custom Lip & Cheek is the brand's most flexible product and the one that takes a few attempts to describe correctly. It is a pot-format cream product — somewhere between a blush and a lip colour — that is genuinely designed to go on both. As a cheek product it gives a stained, no-powder flush that reads "natural blush" without the effort of blending a powder. On the lips it sits closer to a balm tint. The shade range is coordinated so that picking one pot and using it on both lip and cheek is a deliberate, styled choice rather than a workaround. If you have ever wanted a minimal-kit approach that still looks intentional, this is it.

Dot On Mood Eye Palettea multi-finish eyeshadow palette in HEART PERCENT's rosy neutral range$45Shop now →

The eye category in Dot On Mood is more recent and shows the brand thinking about the whole face rather than just the lips. The Dot On Mood Eye Palette carries the same tonal intelligence as the lip range — rosy neutrals, taupes and warm champagnes — in a multi-finish palette that mixes matte and shimmer pans without requiring a separate brush set. The Dot On Mood Contour Eyeliner Slim is a fine-line formula built to draw the minimal, graphic liner look that Korean editorial has been working with since the early 2020s — one stroke below the lower lash line, precise and smudge-resistant.

The Dote On Mood Gel Eyeliner Pencil sits next to it as the softer, more blendable option for a smoked edge rather than a graphic line. The Dot On Mood All Cover Lip Base is the functional piece in this line: a lip primer-and-base that smooths the lip surface and extends tint wear — worth adding if you find tints fade unevenly on a dry lip edge.

Brows — the Fake Up Brow Cara and Brow Color Changer

Dot On Mood Fake Up Brow Caraa brow mascara that fakes a fuller, shaped brow in seconds$15Shop now →

HEART PERCENT's brow products are built for the same low-effort, high-result brief as the lip products. The Dot On Mood Fake Up Brow Cara is a brow mascara designed to coat and set each hair while simultaneously filling in sparse sections — a one-step brow for people who do not want to draw their brows first. The formula is not a hard wax, so it moves with the hair naturally and does not leave a cast. The shade range includes the ash browns and warm browns that Korean brow culture has made standard: no harsh blacks, nothing that reads theatrical in daylight.

Brow Color Changer Ash Brown · 20mla semi-permanent brow tint for a hair-done-look that lasts days$32Shop now →

The Brow Color Changer Ash Brown takes the brow brief further: it is a semi-permanent brow tint applied like a gel, left to set, and peeled off — the tint deposits on the skin for a laminated, shaped brow that does not wash off in a single shower. For anyone who travels, trains hard, or simply does not want to redo their brows every morning, this is the HEART PERCENT product that most changes a daily routine.

The Commas On Life cleansers — HEART PERCENT's skincare entry

Commas On Life Essential Cleansing Balm · 80mla balm cleanser formulated to remove HEART PERCENT makeup cleanly$23Shop now →

The Commas On Life line is HEART PERCENT's move into skincare — limited so far, but logical: a brand whose customers buy lip products three at a time has a natural path into cleansers that remove them well. The Commas On Life Essential Cleansing Balm is a 80ml balm-to-oil that melts lip tint and long-wear product efficiently without the dry strip that aggressive cleansers leave behind. The Blurry Fog Tint in particular — which sits on the lip for hours through meals — needs a real balm to remove without rubbing. This is that balm.

Commas On Life Brightening Cleansing Balma brightening variant with skin-tone-evening properties for the whole face$26Shop now →

The Commas On Life Brightening Cleansing Balm adds a skin-brightening ingredient layer to the balm formula — a step up for people whose skincare goal is even skin tone as much as clean skin. Both Commas On Life cleansers emulsify with water, leave no oily film, and function as proper first-cleanse products before a second foaming step if you run a double-cleanse routine.

How to start with HEART PERCENT — two approaches

If you are new to the brand and your skin leans dry or you wear lip products every day, the most direct entry is the Blurry Fog Tint in a warm rose or brick tone, the Top Coating Lip Plumper over it, and the Essential Cleansing Balm to close the day. Three products, zero complicated layering decisions, and you will understand the brand's logic within a week.

If you are rebuilding a makeup bag and want HEART PERCENT to do more of the work, add the Dot On Mood Custom Lip & Cheek as your blush, the Fake Up Brow Cara for brows, and the Eye Palette for the lid. At that point you have a full face with a coherent tonal story — everything talks to each other because the brand designed it that way.

Who HEART PERCENT is really for — and who it isn't

HEART PERCENT is for people who want Korean-style makeup that is cohesive rather than experimental, who prefer soft finishes over high-drama coverage, and who appreciate packaging and brand aesthetic as part of the product experience. It is particularly good for anyone whose wardrobe runs toward soft neutrals and rosy tones — the shade architecture of the brand is coherent in a way that makes everything work together without effort.

HEART PERCENT is not the brand for you if your everyday look is a full-coverage base with bold, contoured colour work — the brand has no foundation, no contour stick, no dramatic setting powder. It is also not the right brand if you want prescription-grade skincare actives: the Commas On Life cleansers are genuinely good, but they are entry-level skincare rather than a treatment system. If your skin goals are brightening, anti-aging, or barrier repair, you need a Korean skincare brand alongside HEART PERCENT rather than instead of it.

A note on shade selection from Seoul

Korean makeup shade ranges are built around the Korean skin tone spectrum — warm ivory to medium warm — and the Dote On Mood and Dot On Mood tints perform predictably across that range. They also work well on deeper skin tones where the stain effect is more visible than the pigment sitting on top; what changes with depth is the visible warmth of the shade, not the longevity. If you are in the cooler or deeper end of the tone spectrum and want to order blind, the most reliable choices are the warmer bricks and the clear glosses. We are happy to advise by email if you want a more specific recommendation.

HEART PERCENT — frequently asked questions

Is HEART PERCENT a Korean brand?

Yes. HEART PERCENT is a Seoul-based Korean cosmetics label. Every product sold through Kool Seoul is Korean-market inventory sourced through Korean distribution — original packaging, Korean production codes, Korean barcodes. Not repacked, not grey-market.

What is the difference between Dote On Mood and Dot On Mood?

Dote On Mood is the original lip line — the Blurry Fog Tint, the Pure Glow Tint, the Dewy Melting Lipstick, the Lip Pencil Slim. Dot On Mood is the extended face line — the One Way Glow Tint, the Custom Lip & Cheek, the Eye Palette, the Contour Eyeliner, the Gel Eyeliner Pencil, the All Cover Lip Base, the Fake Up Brow Cara. Think of Dote On Mood as the brand's lip signature and Dot On Mood as the full-face expansion. Both lines run with the same tonal direction.

Are HEART PERCENT tints long-wearing?

The Blurry Fog Tint and Pure Glow Tint both have meaningful staying power — the inner colour holds through meals and several hours of wear, though the diffused outer edge of the Blurry Fog will fade before the centre stain does. The Dewy Melting Lipstick wears more like a traditional moisturising lipstick — comfortable but not transfer-proof. The Dot On Mood All Cover Lip Base extends wear for all of these, as does the Top Coating Lip Plumper as a topcoat over the tints.

Is HEART PERCENT makeup vegan?

Several HEART PERCENT products are labelled vegan on their Korean packaging — including the Top Coating Lip Plumper, Dote On Mood Lip Pencil Slim, Dote On Mood Pure Glow Tint, and the Commas On Life Essential Cleansing Balm. We flag the vegan status per product on individual product pages; if this is a purchase driver for a specific product, check the relevant page or message us and we will confirm with Seoul.

How do I use the Dot On Mood Custom Lip & Cheek correctly?

Tap a small amount onto the fingertip and press — do not stroke — onto the cheek directly over the blushed area. Blend by pressing outward with the same finger rather than sweeping. On the lips, press onto the centre and use the finger to blend out toward the edges. The formula is designed for fingertip application; a brush tends to pick up too much product and saturates the colour faster than the formula is built for.

What is the Brow Color Changer and how long does it last?

The Brow Color Changer is a peel-off brow tint — you brush the formula onto the brow, let it fully set (typically 30–60 minutes), then peel the dried layer off cleanly. The tint left behind on the skin acts like a semi-permanent brow tint: it survives washing, sweat, and daily activity for one to three days depending on skin type. Oilier skin types will see it fade faster. It is the longest-lasting brow product in the HEART PERCENT range and the one we recommend for travel weeks and active schedules.

How do I remove HEART PERCENT lip tints?

The Dote On Mood tints — especially the Blurry Fog Tint — are designed to stain, which means they do not wipe off with a cotton pad and micellar water the way a gloss does. Use the Commas On Life Essential Cleansing Balm as a first cleanse: press a small amount onto dry lips, massage for 30 seconds to dissolve the tint, then emulsify with a few drops of water and rinse. The stain component will fade naturally over 24 hours even if some colour remains after cleansing.

Which HEART PERCENT product should I buy first?

If you are in any doubt, start with the Dote On Mood Blurry Fog Tint. It is the product that best represents what the brand stands for — the blurry edge, the lightweight stain, the "effortless lip" brief — and it is what most people mean when they say they want a HEART PERCENT product. From there, the Top Coating Lip Plumper as a topcoat is the most natural second purchase.

Does Kool Seoul ship HEART PERCENT worldwide?

Yes. Kool Seoul ships HEART PERCENT from Seoul via DHL Express to most countries worldwide. Transit to the US and Europe is typically three to six business days once the parcel is scanned out of Seoul. Shipping is free on orders over $150. You can combine HEART PERCENT with any other brand on Kool Seoul — the parcel ships as a single shipment from our Seoul warehouse.

Our HEART PERCENT selection at Kool Seoul

Each reference below is in stock and shipped from Seoul. Tap any product to shop.

Shop all HEART PERCENT →

Why shop HEART PERCENT at Kool Seoul

— Jimin, team Kool Seoul · sourced from Seoul, shipped worldwide