The Tamesis
Lee is also a fan of the product, adding that milky toners are a common addition to this year’s popular TikTok trend. “Skin saturation is a hydration layering technique where you apply multiple layers of moisturizing product to damp skin to saturate it with moisture before sealing it in [with a cream or gel moisturizer]”. Another popular product comes from TirTir, which adds niacinamide to the formula for added whitening benefits.
blush
Blush is a major beauty trend everywhere, including among Seoul’s It girls — who, of course, put their own spin on it. In Korea, cosmetics tend toward soft matte, diffused looks, and blush is no exception. What sets it apart is its placement and unique texture—think bouncy, mousse-like formula and roll-on blush.
“Blush is having a real moment in 2025, with a lot of cool girls in Korea wearing blush high on their cheeks, just under their eyes,” Lee said. “The result is a fresh, youthful look. We’re seeing a lot of great new textures and forms of blush, whether it’s FWEE’s stretchy Pudding Pots, or Rom & Dewy Roll Cheeks.”
PDRN and vegetarian alternatives
“PDRN has become a major trending ingredient in 2025. PDRN (also known as salmon DNA) has been incorporated into serums, mists, creams, masks, and it’s all happening at a record speed,” Lee explains, noting that when she visited many drugstores in Seoul over the summer, brands like Reju-all were sold out. She doubted the ingredient would attract widespread attention, given that it’s already trending on social media, with even Kim Kardashian revealing she’s tried professional PDRN treatments. “Today, we’re seeing PDRN in every category, from serums and sprays to creams and even sunscreen.” One PDRN product in particular that has taken over from TikTok is Medicube’s bright pink serum.
To keep up with the rapid pace of innovation, PDRN has since expanded into vegan alternatives. “PDRN is no longer limited to salmon sources thanks to advances in biotechnology, which are unlocking non-animal methods to deliver the same regenerative benefits,” says Chung Park. Case in point: She and Lee both cite Mixsoon’s plant-based rice PDRN as their favorite.
blurred lips
“Some iterations of blurred lips have been popular in Korea for years, but the change in 2025 is a softer look,” says Lee, noting that formulas like Peripera’s Ink Velvet dominated and still do. “Instead of a sharp ombré effect, define blurry lips with thick, rounded, soft lip liner and blend them artfully.” The result, she explains, is beautiful, plump, and perfectly aligned with the clean-girl aesthetic that’s taking over in 2025.
