OIAD: the K-beauty peel-off makeup brand Once in a Day
In the new generation of K-beauty makeup brands, OIAD stands out as a revelation with a bold and poetic concept: “Once in a Day, Uniquely Me”. The brand celebrates self-expression through a unique daily gesture, with its flagship product Liptique, a 24-hour peel-off lip stain that transforms the lip routine into an expressive ritual. A young brand based in Mapo-gu, Seoul, OIAD embodies a contemporary, creative, and radically modern K-beauty.
At Ma Petite Corée, we have included OIAD in our makeup selection, convinced by the originality of the peel-off concept and the technical quality of the long-lasting formulations. In this article, we thoroughly analyze the brand’s DNA. History, philosophy, ingredients and key concepts, flagship products, adapted routines: everything you need to know to understand why OIAD fully deserves its place in your K-beauty routine.
OIAD: the K-beauty brand that celebrates the unique moment
OIAD is a young Korean makeup brand supported by the company Our-and Inc, based in Seoul in the creative district of Mapo-gu. Its name is a poetic acronym: “Once in a Day”, literally “once a day.” The message is clear: each day offers the opportunity to express your most authentic shade through a unique makeup gesture. This philosophy contrasts with the traditional approach that encourages constant touch-ups throughout the day.
The brand encourages slowing down and making the makeup gesture more intentional. Rather than applying multiple times throughout the day, OIAD offers products that last fully over time, so that this first morning gesture has meaning and stays intact until evening. The Liptique, the absolute signature, is applied once and lasts 24 hours. An anti-surface-cosmetic philosophy that celebrates aesthetic awareness rather than compulsive product consumption.
OIAD embodies bold contemporary K-beauty. Its visual DNA is distinctive: evocative shade names like Rougher, Oddpin, Weirve, Neute, Browyy, Corral'n, trendy graphics, and elegant minimalist packaging. The brand targets Gen Z and millennial customers who value originality and creativity, far from traditional K-beauty codes. Success is gradual but solid, driven by a fan community that spreads the concept on social media and by positive technical feedback on the exceptional wear of the products.
The 24h peel-off concept: OIAD’s signature
OIAD’s revolutionary technical signature is the lip stain peel-off. The Liptique applies like a classic lip tint with its elastic silicone applicator, but after 5 to 10 minutes of drying, it peels off completely from the edge toward the center. What remains on the lips: a natural, long-lasting tint truly embedded in the skin of the lips like a chromatic tattoo. A stunning effect that resembles the look of naturally pigmented lips.
The wear of the Liptique is spectacular: 24 hours of intense pigmentation, resistant to water, kisses, food, coffee sipped through a straw, or even a glass. The formula notably contains polyvinyl alcohol (the film-forming component that enables peel-off), citric acid, approved cosmetic colorants, and gentle preservatives. Vanillyl butyl ether also provides a slight temporary plumping effect that adds volume to the lips upon application. A unique technical feat in the lip segment.
OIAD combines the Liptique with other products to create a complete ritual. The Lip Glow Oil, a clear, non-sticky lip oil, provides a glossy finish after the Liptique for a modern gloss-on-stain effect. It can also be used alone as a nourishing treatment. The brand also develops a line beyond lips with makeup products consistent with its Once in a Day philosophy: long-lasting textures that don’t require frequent touch-ups, preserving the unique morning routine.
OIAD's flagship products
OIAD builds its reputation around a few iconic products. Here are the brand's must-haves.
The Liptique Peel-Off Lip Stain is OIAD's absolute iconic product. 24-hour peel-off stain, waterproof, kiss-proof, smudge-free. Multiple evocative shades (Rougher bold red, Oddpin sophisticated pink, Weirve deep mauve, Neute natural nude, Browyy brown, Corral'n coral, Blunto and others). Natural matte finish that mimics the natural lip tone. Application with elastic silicone applicator. A cult product in the making.
The Lip Glow Oil offers a crystal-clear transparent lip oil, non-sticky plumping, long-lasting. Nourishes and protects the lips while providing a sophisticated glossy effect. Can be used alone for a naturally hydrated look or as a finish after the Liptique for an ultra-modern gloss-on-stain effect. Ergonomic and pleasant applicator packaging.
The Liptique + Glow Set combines the Liptique (3 shades of your choice, 5g each) with the Lip Glow Oil in a complete box. A perfect set to discover the OIAD universe and test several color moods. Ideal as a gift or to build a first OIAD wardrobe with your favorite signature shades. Excellent value for money compared to buying individually.
OIAD for whom? Adapting the brand to your moments
OIAD is aimed at lip makeup enthusiasts who seek exceptional wear without compromise. Active women (executives, nurses, teachers, salespeople) who cannot touch up their makeup every hour will appreciate the 24-hour wear of the Liptique. Busy mothers, students, athletes: anyone for whom the morning makeup routine must last all day will find a valuable ally here.
The brand also appeals to Gen Z and millennials who are sensitive to creative concepts and self-expression through bold colors. Fans of bold Korean looks with inked lips will appreciate the naturally pigmented finish of the Liptique. Travelers take a Liptique instead of several tubes of lipstick and touch-ups. Special occasions (weddings, long evenings, ceremonies) are also ideal for OIAD. Even dry or sensitive lips can use it, provided they are well hydrated with the Lip Glow Oil before and after application.
Building your OIAD makeup routine
A complete OIAD lip routine starts with preparation. Clean and deeply hydrate your lips the night before with a nourishing balm. In the morning, before application, optionally exfoliate your lips with a gentle scrub or a clean toothbrush, then dry them thoroughly. Lips must be clean, dry, and free of oily residue for optimal Liptique wear.
Apply the Liptique in the shade of your choice with the silicone applicator, starting with the outline then filling in the inside. Avoid the corners where the film may not adhere well. Let dry for 5 to 10 minutes without talking, eating, or drinking. The film becomes shiny then matte as it dries. Once fully dry, gently peel from the edge toward the center; the film comes off leaving the natural tint inked into the lips.
Finish with the Lip Glow Oil for a hydrating gloss effect, or leave the raw tint for a natural matte look. Throughout the day, the Liptique requires no touch-ups: it resists water, meals, drinks, and kisses. At bedtime, remove the tint with a biphasic makeup remover if you want to take it off completely, or let it fade naturally over several days. OIAD recommends using a nourishing balm daily to maintain lip condition despite regular peel-off use.
Frequently asked questions about OIAD
How to recognize an authentic OIAD product?
The authenticity of an OIAD product involves several simple checks. First, the packaging must be perfectly clean, with no spelling mistakes or blurry prints — counterfeits often have subtle but noticeable visual defects. Next, the barcode must match a product listed in the official Korean databases. Finally, the printed batch number allows you to verify the manufacturing date and traceability. At Ma Petite Corée, all our products are sourced directly from South Korea through official channels, eliminating any risk of counterfeiting.
How to preserve your OIAD products daily?
Optimal preservation of Korean cosmetics relies on a few simple rules. Store your OIAD products away from direct light and temperature fluctuations, ideally between 15 and 25°C. The bathroom, often humid and warm, is not the ideal place for sensitive actives like vitamin C or retinol. Always close the caps tightly and avoid contaminating jars with your fingers: use a clean spatula. Respect the expiration date after opening (PAO) indicated on each package, usually between 6 and 12 months depending on the product.
Our OIAD selection at Ma Petite Corée
At Ma Petite Corée, we select each OIAD reference with the utmost care. All our products come directly from South Korea, through a verified short supply chain. Here is our favorite selection, available in stock and shipped from Seoul to mainland France in just a few days.
Why choose OIAD at Ma Petite Corée?
Buying Korean products in Europe can lead to unpleasant surprises on general marketplaces. Counterfeits, expired products, poor storage in non-air-conditioned warehouses: the risks are very real. At Ma Petite Corée, we import each OIAD product directly from Korea. Our team based in Seoul checks every batch before shipping to guarantee absolute authenticity and freshness of the formulas.
We also offer exclusive references rarely distributed in France. Korean novelties, limited editions, special formats unavailable elsewhere: our catalog is constantly evolving with new products selected by our Franco-Korean team. We test products beforehand to offer you only what truly works in practice, without giving in to fleeting marketing trends.
OIAD embodies a new generation of creative and demanding K-beauty, with an uncommon peel-off concept that transforms lip makeup into a unique expressive ritual. Find the entire OIAD range on Ma Petite Corée and let yourself be tempted by this brand that represents an essential facet of contemporary K-beauty.
— Jihyun, team Ma Petite Corée