The K-Beauty boom in the U.S. circa 2015-2016 cemented the culture as a power player in the beauty market. 10-step routines, snail mucin essence, and glass skin are all now part of every beauty lover’s lexicon, with beloved brands and products becoming staples in our routines. But many believe that something was missing to get these products and trends to transcend what could be seen as gimmicky.
“I think consumers were a bit distracted by the novelty and perceived strangeness and cuteness of a lot of Korean products and routines,” says Michelle Lee, former editor-in-chief of Allure and founder of Monologue beauty agency. “That detracted from the scientific innovation and ingredients.”
“American consumers viewed K-Beauty as quirky rather than essential,” agrees Sarah Chung Park, founder and CEO of Landing. “[K-Beauty failed] to replace their trusted drugstore staples or high-end luxury products.”
It’s no easy task breaking into an oversaturated market. And it’s an even harder task continually innovating and maintaining relevance with consumers. Thanks to TikTok and Gen Z’s interest in the skincare category, K-Beauty seems to be getting a second life of sorts. “The modern beauty consumer cares a great deal about ingredients,” says Lee. “This has teed up a perfect environment for Korean brands, who are ingredient connoisseurs.”
So with that momentum, below are the 10 beauty trends that are going to take over 2025 and change the way we look at K-beauty. You heard it here first, straight from the experts who know best.
A Spotlight On Hair Care
K-Beauty has been synonymous with skincare in the U.S. market, but now experts predict that U.S. beauty lovers will be better introduced to K-Beauty hair care. “[It] is another exciting area of growth for K-beauty,” says Charlotte Cho, founder of K-Beauty e-commerce site Soko Glam and skincare brand Then I Met You. “The frequent hair-washing habits of Korean consumers (typically daily or every other day) have driven innovation in advanced formulations and multi-steps hair routines.”
Cho goes on to explain that K-Beauty hair care brands are leaning into comprehensive solutions tailored to some of our most pressing hair concerns, such as hair loss and dandruff, with scalp tonics, mists and nourishing treatments. Lee agrees and says that since the scalp is an extension of facial skin care, it has a natural path to success here. Her recommendation is a brand like Dr. Groot
Fragrance Expansion
Cho says to also expect innovations in the fragrance space. Fragrance lovers are already familiar with beloved K-Beauty brand Elorea, which is Soko Glam’s first fragrance curation, but she says to look out for other fragrance brands such as Nonfiction to take over Korea and Asia markets.
Sun Cushions
It’s no secret that Korean sunscreen is top-tier. Lee says to look out for if and when the U.S. Food & Drug Administration (FDA) approves UV filters found in Korean formulations (“[This] would open up a whole new world of sunscreens here,” she says). But you’ll also see new forms of sun care. She points to sun cushions, which are similar to the foundation and BB and CC compacts we’ve come to know and love but just in sunscreen. We love the Elroel Pang Pang Sun Cushion, which has a lightweight creamy texture that blends in so smoothly into the skin and provides SPF 50 protection. Alicia Yoon, founder of Peach & Lily, agrees and points to sun protection invisible patches becoming thinner and less noticeable.
Single-Solution Products
A 180 from the famed 10-step routine, experts say that K-Beauty is looking to be more focused in the skincare department. Expect to see products that aim to give you a single solution for targeted areas and problems. “The biggest change will be products newly produced will be more specific to skincare concerns, such as eczema, rosacea, dark spots, or pores,” says Winnie Zhong, founder of New York City-based Asian beauty store Senti Senti. “Products produced will have less to no fragrance, little to no essential oils, minimal, and patented ingredients (more science).”
Park agrees and points to skincare brand Mixsoon, which she says focuses on single-ingredient essences. Something like its Bean Essence has become a hero product, but she says their product lineup is as innovative as it gets and offers many solutions for the most pressing skin concerns. Zhong points to Dear, Klairs, an indie K-Beauty brand that prioritizes simple yet efficient ingredients. Something like its Maple Energy line, she says, is suitable for even the most sensitive skin and helps get that dewy glow.
For Yoon, she sees a lot of conversations around skin immunity and strengthening our skin’s protective barrier with products like the Peach & Lily Rescue Party Barrier Restore Serum.
Cream Lip and Cheek Products
If you’ve been wanting to see more K-Beauty makeup, you’re in luck. Experts agree that next year will be the year more brands make their way to the U.S. market, especially in the lip and cheek category. “Everyone always talks about Korean skincare and complexion products like cushion foundations, but the time has come for excellent Korean cream cheek and lip products to get big here in 2025,” Lee says.
She goes on to say that matte finishes will especially be big next year and points to products like Fwee’s Lip & Cheek Blurry Pudding Pots that give you very pigmented matte color but won’t leave skin feeling dry. She also like Rom&nd for its lip tints in matte and other textures.
Color Diversity
As innovative as the skincare can be, there was a lot left to be desired when it came to its makeup and the shade range provided. But experts say 2025 will be the year that K-Beauty makeup corrects that and finally expands on it. Park credits Tirtir for pioneering the shift and to be on the lookout for emerging brands like Milktouch and Unleashia to launch cushion compacts with over 20 shades.
Overnight Masks
Whether you’re partaking in the morning shed trend or just looking to give your skin some major T.L.C. overnight, experts say that the sheet masks are going to have their moment in 2025. “Koreans are also known for creating and reinventing formats,” says Lee. “With the popularity of the overnight masks from Biodance and Luvum, we’ll start to see some new tweaks on familiar formats like sheet masks.”
“These products, which solidify serum formulas for overnight absorption, are a major focus,” adds Park. “Biodance is already popular, while brands like Sungboon Editor, COSRX, and indie favorites like Luvum are entering the U.S. market with innovative versions.”
Clinical At-Home Treatments
“Korean beauty continues to blur the lines between clinical treatments and at-home skincare by bringing cutting-edge innovations straight to the bottle,” says Cho. “These trends focus on targeted treatments that mimic the effects of professional dermatological procedures, applied topically for convenience and accessibility.”
For example, PDRN, which is the ingredient derived from salmon DNA for its regenerative, was once only available through injectable treatments. Now, she says that brands use PDRN in their serums and creams to repair the skin barrier, boost the skin’s elasticity, and promote wound healing. (Cho also hints at new launches for the new year from Then I Met You, so stay tuned for that).
Another fun innovation that experts are looking forward to are skin-penetrating spicules. Inspired by microneedling, she says that spicules, which are microscopic needles made from marine sponges, penetrate the skin and deliver active ingredients. Park agrees and calls out VT Cosmetics’ Reedle Shot, Mixsoon’s Peptide Cica Hyalshot, and Medicube’s Zero Exosome Shot as the most notable launches to be on your radar.
AI-Powered Devices
How does one improve the viral Medicube? Add AI. Cho says that skin care devices like the Medicube will not only continue its reign on the market, but will soon include AI-tools that allow for a personalized experience. “Looking beyond next year, expect to see advancements in AI-powered diagnostics, apps, and devices will analyze various factors that can lead to customized skincare treatments,” she says.
Prioritizing Sustainability
Beauty as a whole has been pushing for more sustainability in all of its practices. For K-Beauty specifically, Yoon says that packaging will not only enhance user experience but be more eco-friendly. Cho agrees and predicts that we’ll be seeing brands focus on biodegradable or refillable containers and the use of upcycled and plant-based ingredients in formulations. She also sees brands being more transparent around carbon footprints, sourcing practices, and their methods on zero-waste production.
