VIDIVICI: Shinsegae’s Korean makeup and skincare brand
Its story since 2005, its makeup removers, its Hydra Intense skincare, its cushions and what to choose for your skin and your look: the complete guide.
- VIDIVICI (비디비치) is a Korean brand launched in 2005 by makeup artist Lee Kyung-min (이경민), initially specializing in makeup.
- In 2012, it was bought by Shinsegae International, the fashion and beauty branch of the Korean Shinsegae group.
- Today it offers makeup (cushions, palettes, tinted balms) and skincare: Face Clear and Clear makeup removers, Hydra Intense moisturizing care.
- With us: a short but complete range, from makeup removal to complexion.
Contents
Black pump bottles, frosted jars dipped in blue water, black or nude cushions with a clean logo: that’s Vidivici. Behind the name is a Korean brand born from a makeup artist, then taken over by the Korean group Shinsegae.
In this guide, we tell you the story of Vidivici, what’s in its makeup removers and its Hydra Intense skincare, how to find your way among its cushions and, above all, what to choose for your skin and for your look.
The story of VIDIVICI
Vidivici was launched in 2005 by Lee Kyung-min (이경민), a Korean makeup artist. At first, it’s a makeup brand, designed by a complexion and color professional. According to the Korean business outlet Bizhankook, it had several successes on TV shopping, but its financial situation remained fragile.
In 2012, Shinsegae International, the fashion and beauty subsidiary of the Shinsegae group, bought the brand. According to Bizhankook, it was even its first acquisition in cosmetics. Today, Vidivici also offers skincare, in particular cleansers and makeup removers.
According to the Korean daily Dailian (2019), the brand then grew in popularity in China from 2016 on, to the point of being nicknamed “the little Chanel” there. As of mid-October 2026, we carry about fifteen Vidivici products, between makeup and skincare.
The VIDIVICI philosophy: the makeup artist’s eye
Born from a makeup artist, Vidivici keeps a professional point of view: beautiful makeup starts with well-prepped skin and ends with careful makeup removal. You’ll find this logic throughout the range.
- Makeup removal first: oils, balm and wipes, to remove makeup (and sunscreen) without leaving residue.
- Hydrated skin under your complexion makeup: the Hydra Intense line preps the skin before cushion.
- A clean, long-lasting complexion: two families of cushions, a natural finish (Nude Perfection) and a higher-coverage finish (Black Perfection), with sun protection.
The cream from the Hydra Intense line, in its frosted blue jar marked “Hyaluron 7”. A cream rich in hydration, with hyaluronic acid, to keep skin supple and comfortable and prep it well for complexion makeup.
71,90 €SEE THE PRODUCTVIDIVICI’s key formulas
Vidivici is both a skincare and a makeup brand: here are the formulas to know before you choose.
Clear cleansing oils
Three oils in a big 300 ml pump bottle, one for each need: Purifying for a clean cleanse, Pore Control for skin with visible pores, and Gentle Calming for sensitive skin. They emulsify on contact with water to rinse off easily, like the Clear Purifying Deep Cleansing Oil.
The Face Clear cleansing balm
The Face Clear Rich Melting Cleansing Balm is a solid balm that melts on contact with skin to dissolve makeup. Perfect if you love melting textures and a gentle makeup removal: the Face Clear Rich Melting Cleansing Balm.
Hyaluronic acid, for the Hydra Intense line
The blue Hydra Intense line relies on hyaluronic acid, the active that helps skin hold on to water. It includes a “gel to water” product, a gel that turns into water when applied, and a rich cream: the Boosting Gel to Water.
Skin Illumination, for radiance
In its powder-pink bottle, the Skin Illumination Crystal Essence Drops is an essence designed for a more luminous complexion, to apply after lotion: the Skin Illumination Crystal Essence Drops.
Perfection cushions
For complexion, Vidivici offers the Nude Perfection Skin Fit Cushion (SPF50+ PA++++), with a natural finish, the Black Perfection Cover Fit Cushion (SPF40 PA++), with more coverage, and a tinted BB cream from the same Nude Perfection line, like the Nude Perfection Skin Fit Cushion.
The VIDIVICI lines to know
| Line | What for |
|---|---|
| Clear | Cleansing oils, 3 versions |
| Face Clear | Melting cleansing balm |
| Hydra Intense | Hyaluronic acid hydration |
| Skin Illumination | Radiance essence |
| Nude Perfection | Cushion and BB cream, natural finish |
| Black Perfection | Full-coverage cushion |
| Eyes | Palettes, single shadows, brows |
| Lips and cheeks | Tinted balms, liquid blush |
Which VIDIVICI for you?
Pick your need: we give you our favorite product, plus two more to round things out.
Gentle makeup removal
The melting balm if you wear full makeup, the Purifying oil for a clean cleanse, and the Gentle Calming oil if your skin is sensitive.
Thirsty skin, dull complexion
The Hydra Intense gel right after lotion, the Skin Illumination essence for radiance, and the brand’s hand cream so you don’t forget your hands.
Complexion
The Nude Perfection cushion for a natural finish, Black Perfection when you want more coverage, and the BB cream for very light days.
Eyes, lips and cheeks
A palette in luminous tones for your eyes, a tinted balm for your lips, and a liquid blush to pat onto your cheekbones.
Vidivici products are cosmetics: they help remove makeup, hydrate and add radiance, but they don’t replace medical advice. If your skin reacts, turns red or if you have painful breakouts, ask a dermatologist for advice. And remember: a cushion with SPF isn’t enough on its own for a day in the sun; keep a sunscreen underneath.
A complete VIDIVICI routine, morning and night
Morning
- CleanseLukewarm water or a gentle cleanser, then pat dry.
- SerumThe Skin Illumination essence, a few drops patted over your whole face.
- MoisturizeThe Boosting Gel to Water, then a little Hyper Moist cream on dry areas.
- ProtectYour usual sunscreen, in a generous amount.
- ComplexionThe Nude Perfection cushion, patted on from the center of your face outward.
Evening
- Remove makeupThe Face Clear balm massaged onto dry skin, or a Clear oil.
- EmulsifyAdd a little water so the balm or oil turns milky, then rinse well.
- CleanseA gentle cleanser to finish the double cleanse.
- SerumThe Skin Illumination essence.
- NourishThe Hydra Intense Hyper Moist cream, and the Cashmere hand cream before bed.
Our tips for using VIDIVICI well
- Oil and balm on dry skin: with dry hands and a dry face, massage for a minute, then add a little water to emulsify before rinsing.
- Double cleanse at night: oil or balm first, gentle cleanser second. It’s the basic step of the Korean routine when you wear makeup or SPF.
- Cushion in thin layers: a light first layer, then a second only where you need it. Clean the puff regularly.
- Gel to water: pat it in: put it on your cheeks and pat so it turns into water, without rubbing.
- Wipes are for touch-ups: handy when traveling or to fix a line, but at night, nothing replaces a real makeup removal.
- One new product at a time: wait one to two weeks before adding another, and patch-test it first on a small area.
A pro tip: a beautiful complexion takes prep. Before your cushion, pat on a layer of Gel to Water and wait a minute: the cushion glides on better and stays fresher during the day. At night, the Face Clear balm melts it all away in a few seconds.
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Frequently asked questions about vidivici
Is VIDIVICI a Korean brand?
Yes. Vidivici (비디비치) was launched in 2005 in Korea by makeup artist Lee Kyung-min, then bought in 2012 by Shinsegae International.
Which group does Vidivici belong to?
To Shinsegae International, the fashion and beauty subsidiary of the Korean group Shinsegae, which bought it in 2012.
Which Vidivici cleansing oil should you choose?
Purifying for a clean cleanse, Pore Control if your pores are visible, Gentle Calming if your skin is sensitive. All of them are used on dry skin, then emulsify with water.
What’s the difference between the Nude and Black Perfection cushions?
The Nude Perfection (SPF50+ PA++++) gives a natural finish. The Black Perfection (SPF40 PA++) offers more coverage.
Is a cushion with SPF enough as sun protection?
No: you apply too little of it to be well protected. Keep a sunscreen under your cushion, and use the cushion for touch-ups.
Are the VIDIVICI products from Ma Petite Corée authentic?
Yes, everything we sell is official and ships directly from our office in Seoul.
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Jihyun, team Ma Petite Corée