If 2024 was a breakout year for Korean skincare and makeup, 2025 sustained that momentum. Safe to say, the Korean beauty craze isn’t going anywhere, and thank goodness for that. “What surprised me most in 2025 is just how much excitement there is around K-beauty,” Sarah Chung Park, founder and CEO of Landing International, tells Vogue. “There’s a real sense of fun and discovery that hasn’t gone away.”
The K-beauty expert is constantly hearing from everyone—from editors to consumers—who share personal stories about how Korean skincare has become integral to their routines. “K-beauty is no longer just a trend or a niche category [in the Western world]; it’s deeply woven into daily routines and passed down through generations.”
Vogue’s Favorite 2025 K-Beauty Trends
The Milky TonerI’m From Rice TonerRead more$24 $11 (54% off)
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Fellow beauty industry expert Michelle Lee agrees, noting that what surprised her most about the past year in Korean beauty was just how quickly new products and trends came to market. “So much was packed into just twelve months,” Lee says. “This year showed that the hunger for K-beauty in the U.S. is huge, and brands are more than ready to answer. For example, salmon sperm facials in Korea sparked widespread curiosity here in the U.S., then PDRN topicals began hitting the market—and suddenly there was a wide variety of PDRN products, sourced from both salmon and vegan alternatives.”
It’s almost uncanny how accurately Chung Park and Lee’s K-Beauty trend predictions from January came to fruition. With TikTok globalizing the category, Korean skincare brands once found primarily at specialty retailers like Soko Glam and YesStyle have become mainstays at North American beauty giants such as Ulta and Sephora.
With so much product to sort through—and so little attention span to consume it all—the experts break down this year’s leading K-beauty trends and standout products below to carry into 2026.
In This Story
- Overnight Collagen Masks
- Spicule Serums
- Milky Toners
- Flushed Blush
- PDRN and Vegan Alternatives
- Blurred Lips
- Snail Mucin and Vegan Alternatives
- How We Tested
- Meet The Experts
