The Tamesis
Once considered a trend in 2025, it’s a clear sign that K-beauty is here to stay: Over the past year, Korean cosmetics have completely taken the Western market by storm – flooding our social feeds, dominating our ‘best of’ guides, and saturating our stores. Last summer, Ulta partnered with K-Beauty World and Hansung Beauty to bring leading Korean beauty brands into its stores, Sephora added a Korean beauty category, and even Korean retailer Olive Young announced plans to open its first U.S. brick-and-mortar store in May.
Sarah Chung Park, founder and CEO of Landing International and founder of K-Beauty World, said: “The current K-Beauty retail landscape has just begun.” Fashion. “More brands and new categories are expected to emerge in 2026, with both major and new entrants investing heavily and expanding K-Beauty as a core growth focus. TikTok is accelerating this momentum, driving more Korean brands into mainstream retail at an unprecedented rate.” Michelle Lee, former editor-in-chief of “Allure” and chief marketing officer of K-Beauty World, also agreed with this view: “With the increase in education and awareness, 2026 will be a great year for K-Beauty. It’s going to be an even bigger year for us,” she said.
A look at Korean beauty trends for 2026
Mixsoon Collagen Glass Mask
Read more
Skin1004 Madagascar Centella Asiatica Pore Fresh Ampoule
Read more
Dr. Groot Miracle Shower Moisturizing Treatment
Read more
If K-beauty growth in 2025 was driven by discovery, 2026 will be about consumer education. “Curiosity is still growing, and there’s room for more growth,” Li said. “People still want to know when and how to use toner pads, what PDRN is really used for, and more.” As people become more knowledgeable about skin technology, formula types and ingredients, they can better care for their complexion.
“Consumers want visible results without affecting their skin, and Korean brands continue to lead the way,” said Charlotte Cho, co-founder of Korean beauty marketplace Soko Glam and founder of skincare brand Then I Met You. “There is huge interest in treatment-inspired technologies that have only existed in clinics in the past. When people can get real improvements at home, that builds long-term loyalty and curiosity about what South Korea will create next.” All of our professionals agree that the results will lead to the next iteration of the glass-skin look we’re all familiar with.
If Cho can predict, the future will look even more dynamic. “That bouncy, cushioned look is becoming as important as glow, and there’s an increasing focus on skin’s plumpness and softness,” she says. “In Korea, a lot of innovation is focused on strengthening the skin so that smoothness, lift, and elasticity appear all at once. Our goal is not to be shiny for the sake of being shiny. It’s to make skin look fresh, lively, and vibrant from every angle.”
However, just because we’re taking better care of our skin doesn’t mean we’re adding steps; pros emphasize a simplified approach rather than an overly complicated routine. “People want smart, high-performance essentials, not a long list of steps,” Cho continued. “What remains is a product that truly strengthens the skin and fits easily into your busy life.” That thinking is what defines her new Snail Mucin Eye Cream, which combines a now-trusted Korean ingredient (snail mucin) with innovative technologies like Volufiline (a plant extract praised for its ability to improve cavities under the eyes) to create a first-of-its-kind formula.
Below, our K-beauty experts break down the K-beauty trends of 2026—from Glass Skin 2.0 to the next generation night mask.
delay aging
“Currently, the concept of anti-aging is very popular in Korea,” Lee said, revealing that Korean cosmetics retailer Olive Young has even set up a dedicated section in some stores. “While anti-aging may attempt to eliminate wrinkles, the focus of anti-aging is continued hydration and gentle, consistent daily habits to create a healthy foundation and barrier that slows the signs of skin aging.” Consider swapping bakuchiol for retinol, focus on hydration, and never neglect SPF.
Glass Skin 2.0
“Smooth, refined texture becomes as important as gloss,” says Cho. “Korea is leading this shift with microneedling serums, ampoule injections and gentle resurfacing treatments that help pores appear tighter and the overall surface appears more even.” She adds that VT’s Reedle technology – known for its stinging needle technology – is one of the first big signals of where the category is headed, and extols the importance of exosome-rich formulas to support smoother, more balanced skin. “These innovations show how focused Korea is on creating the soft, even texture that people prefer.”
Scalp Care and Glass Hair
“Korean hair care is having a real moment, and it stems from a scalp-first philosophy,” says Cho; healthy hair starts with a healthy scalp, so caring for your roots affects how the rest of your hair looks and feels. “Scalp-nourishing shampoo and soothing treatments are becoming daily essentials. From there, hair serums and hair mists deliver lightweight hydration, smoothing flyaways and creating the soft, lustrous finish Korea is famous for. Paired with a nourishing hair mask, you’ll get Korean-style glass hair that looks smooth and silky but doesn’t feel heavy.” The Rise of Park Chung and Lee Er Bo Mao. “I underwent a 12-step scalp treatment in Korea and had a comprehensive scalp analysis,” Lee added. “I learned a lot about how to take care of my scalp in addition to regular hair care. I bought the Labo-H Water Scaler and Lilyeve Grow:Turn Ampoule and they’ve been great.”
Bioregenerative active substances
PDRN and exosomes will gain traction in 2025, and Chung Park predicts the trend will accelerate in 2026 as ingredients “move from clinical to consumer forms.” [in order to better] Supports collagen production, hydration and repair. PDRN stands for polydeoxyribonucleotides and has anti-inflammatory and wound-healing properties, as well as the ability to synthesize collagen and reduce hyperpigmentation; you can try Mixsoon’s Collagen Gel Cream or Seoul’s popular Reju-All Cream for yourself. Likewise, exosomes are known for their anti-inflammatory properties, which makes them valuable in enhancing the skin’s natural repair process. Medicube’s exosome injections (available in multiple strength levels) are the most popular products in the U.S., and SkinRx The MadeCera Cream is underrated.
soft eyebrows
“While Westerners tend to have more arched, darker, and defined brows, the current trend in Korea is to lighten brows to soften the face and create a straighter brow shape,” Lee says. “Some Koreans lightly bleach their brows, or more commonly use brow kara (tinted brow gel) that’s one or two shades lighter than their hair color.” While brow bleaching was all the rage in the U.S. last year (Jenna Ortega), brow bleaching in Korea is more subtle. Lee says it’s just to soften the look. “I bought the Peripera Speedy Skinny Brow mascara when I was in Korea. For someone like me who has very dark brows, lightening them a shade or two actually makes a big difference to my overall look.”
Next Generation Overnight Collagen Mask
Longtime fan of Biodance masks? Overnight treatment will not have any short-term effects. While Biodance and similar Sungboon Editor formulas remain popular, Chung Park predicts that a new category will emerge to take the lead—one focused on maximizing ingredient absorption and providing intensive care over extended wear. “Wrap-style masks—designed to physically lock in moisture and active ingredients—and overnight collagen masks can extend the delivery of peptides, PDRN, or other regenerating ingredients.”
Cooling and temperature-responsive skin care products
Has cryotherapy become a topical treatment? Chung Park lists temperature-responsive skincare as a category to watch. “Cooling products are designed to combat heat aging, redness and inflammation, including rollers, icy serums and temperature-adaptive moisturizers,” she says. Think: Some By Mi’s PDRN-enriched face mask or Dermal’s Cool Toner Pads. For a more traditional cooling tool, consider Ilso’s Cooling Massager.
- Charlotte Cho is the co-founder of Korean beauty marketplace Soko Glam and skincare brand Then I Met You.
- Michelle Lee is a beauty industry consultant and former editor-in-chief lure.
- Sarah Chung Park is a beauty industry veteran and founder and CEO of Landing International.
