If 2024 was a breakout 12 months for Korean skincare and make-up, 2025 sustained that momentum. Protected to say, the Korean magnificence craze isn’t going anyplace, and thank goodness for that. “What stunned me most in 2025 is simply how a lot pleasure there’s round Ok-beauty,” Sarah Chung Park, founder and CEO of Touchdown Worldwide, tells Vogue. “There’s an actual sense of enjoyable and discovery that hasn’t gone away.”
The Ok-beauty knowledgeable is continually listening to from everybody—from editors to customers—who share private tales about how Korean skincare has change into integral to their routines. “Ok-beauty is now not only a development or a distinct segment class [in the Western world]; it’s deeply woven into each day routines and handed down by means of generations.”
Vogue’s Favourite 2025 Ok-Magnificence Traits
The Milky TonerI’m From Rice TonerRead extra$24 $11 (54% off)
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Fellow magnificence trade knowledgeable Michelle Lee agrees, noting that what stunned her most concerning the previous 12 months in Korean magnificence was simply how shortly new merchandise and developments got here to market. “A lot was packed into simply twelve months,” Lee says. “This 12 months confirmed that the starvation for Ok-beauty within the U.S. is large, and types are greater than able to reply. For instance, salmon sperm facials in Korea sparked widespread curiosity right here within the U.S., then PDRN topicals started hitting the market—and instantly there was all kinds of PDRN merchandise, sourced from each salmon and vegan options.”
It’s nearly uncanny how precisely Chung Park and Lee’s Ok-Magnificence development predictions from January got here to fruition. With TikTok globalizing the class, Korean skincare manufacturers as soon as discovered primarily at specialty retailers like Soko Glam and YesStyle have change into mainstays at North American magnificence giants similar to Ulta and Sephora.
With a lot product to type by means of—and so little consideration span to devour all of it—the consultants break down this 12 months’s main Ok-beauty developments and standout merchandise under to hold into 2026.
In This Story
- In a single day Collagen Masks
- Spicule Serums
- Milky Toners
- Flushed Blush
- PDRN and Vegan Options
- Blurred Lips
- Snail Mucin and Vegan Options
- How We Examined
- Meet The Consultants
