Cosmetics Business reveals the top 5 K-beauty trends of 2025 in new report

By Jo Allen | Published: 3-Feb-2025

PDRN, toner pads and hydrogel masks are among the trends emerging from K-beauty's powerful second wave

K-beauty is in the midst of a powerful second wave.

Reignited by TikTok, it is catapulting innovative ingredients like salmon sperm PDRN and heartleaf into the spotlight, and fuelling the discovery of trending Korean formats such as toner pads and hydrogel masks by western beauty consumers.

Worth over US$12.5bn globally, demand is soaring for K-beauty products and its resurgence is no passing fad.

According to Straits Research, it is forecast to grow by a CAGR of 8.43% to 2032.

Korea has now surpassed France as the number one exporter of cosmetics to the US, according to data from the US International Trade Commission, with $1.4bn in exports between January to October 2024.

In Japan too, Korean beauty imports topped French imports in 2024, increasing by a staggering 120.8%, according to Mintel.

And data from Trendalytics finds that weekly searches for 'Korean skin care' are up +168% this year compared to last year.

Kline + Company state in its recent K-Beauty report: “After a temporary decline in the early 2020s, driven by shifting consumer priorities toward wellness and DIY beauty care, the last three years have shown a steady increase in search trends for K-beauty.

“A major turning point occurred a year ago with the rise of overnight masks and the glass skin trend, led by products such as Sungboom’s Deep Collagen Anti-Wrinkle Lifting Mask.

“TikTok has since taken the lead as the primary platform for K-Beauty exploration, surpassing traditional search engines, such as Google, and fuelling renewed consumer interest.”

Retailers are currently expanding their selection of K-beauty brands, with Sephora US adding Korean sensitive skin brand AESTURA this month, following the launch of Then I Met You, from SokoGlam co-founder Charlotte Cho, last October.

Laneige's sales in the west grew by nearly 20% during the third quarter of 2024

Laneige's sales in the west grew by nearly 20% during the third quarter of 2024

In the UK, Boots rolled out an additional six K-beauty brands, including Anua, Skin1004 and Mixsoon, adding to existing customer favourites Laneige and Beauty of Joseon.

Grace Vernon, Head of Global Trends and Cultural Insights at Boots and No7 Beauty Company, states: “The rise of Korean beauty is not just a fleeting trend; it's a sustained movement driven by several factors.”

While TikTok has democratised the trend and made it easier for consumers to discover cult Korean brands, Vernon says that K-beauty's resurgence is more involved.

“First, K-beauty brands offer innovative ingredients and formulations, often harnessing the power of natural extracts like ginseng and fermented ingredients.

“Second, there's a growing focus in K-Beauty on preventative and protective skin care, and achieving a healthy complexion, which resonates strongly with consumers.”

"The K-Beauty boom will continue to evolve in 2025.”

The boom aligns with the continued success of the Korean wave, or Hallyu, whether it's the second season of Squid Game on Netflix or K-pop celebrities being appointed by Italian fashion brands to be their global ambassadors.

But K-beauty's broader influence on the western beauty industry is undeniable too.

“Joining the masstige masses, cult K-beauty products are more available than ever before,” says Nick Vaus, co-founder and Managing Partner of Free The Birds.

“The ability to recognise the global impact of this Eastern influence is in the expansion of K-beauty brands, which now accommodate for a multitude of skin tones and demands on an international scale.

“A key example is the viral TirTir cushion foundation, which is now available in a broader number of shades to account for its fast-growing fanbase.”

Affordably priced, featuring innovative ingredients and intriguing formats, K-beauty brands have carved out a positioning that attracts Gen Z and millennial consumers, who are looking for value-driven, efficacious skin care.

Julia Marinkovich, UK Representative of K-beauty brand COSRX explains: “Korean skin care is simple, it's effective, and it offers formulations and innovations that are ahead of their time.

“Unique products and ingredients have captured the imaginations and attentions of global skincare buyers, but their results have made them stay."

Trend 1: Korean sun care

Korea's influence on western skin care has been momentous, but another category is now in the middle of a tidal wave of disruption by K-beauty brands too: Sun care.

In 2020, a scandal over the level of SPF protection offered by a number of Korean brands including Purito, threatened the future of K-beauty sun care.

But Korean brands have not only won back consumers' trust with their advanced formulations, superior textures, skin caring formulas, and modern UV filters, they've won their wallets.

Trend 2: Hydrogel masks

As a fast track to achieving glass skin, or even K-beauty's latest trending look, boiled egg skin, for a smooth, luminous, and firm complexion, face masks are a tried and tested favourite.

Collagen face masks may have been trending for their instant visible results, but attention is now turning to hydrogel masks for their advanced technology.

But attention is now turning to hydrogel masks for their advanced technology and advantages over their more traditional counterparts.

Regarded as a more high-end option in Korea, where hydrogel masks offer a more luxurious feel, better adherence, and a gel structure that partially melts with the skin's heat to enhance the delivery of active ingredients.

Trend 3: PDRN skin care

Following the viral PDRN facial injections, trusted K-beauty ingredient Polydeoxyribonucleotide, which is a DNA extract sourced from salmon sperm cells, is now trending in anti-ageing skin care.

Alethea Demetriou, Lead Product Specialist at K-beauty retailer PureSeoul says that especially on platforms like TikTok, PDRN has become recognised for its ability to hydrate, improve skin elasticity, and boost collagen and skin regeneration, “similar to the way snail mucin gained traction in the K-beauty scene a few years ago.”

With Korean skin care brands committed to the long term development of this ingredient, expect to see PDRN-based making waves across a variety of formats, from serums and ampoules to creams masks.

Trend 4: Toner pads

Toner pads may have been flying under the radar in the west, but the Korean beauty trend is expected to soar in 2025.

The pre-soaked pads are infused with toner for quick and convenient use, and are a staple in Korean beauty routines.

Used as either a wipe for quick application or as mini sheet masks, as is the preference in Korea, toner pads come in a wide range of varieties for every skin need, from hydration to acne care.

Vernon says that Boots “anticipates growth” in toner pads in 2025, while Free The Birds' Vaus states: “The explosion of toner pads will most certainly take off globally in 2025.”

Trend 5: Heartleaf

Powerhouse ingredient heartleaf is the unsung  K-beauty hero propelling niche K-beauty brands to viral success in the west.

Derived from the leaves of the Houttuynia cordata plant, heartleaf has been revered for centuries in traditional East Asian medicine.

But as a skin care ingredient, heartleaf extract has been gaining popularity in South Korea for its soothing properties, due to its abundant presence of flavonoids and polysaccharides and suitability for sensitive, irritated or inflamed skin and ability to strengthen the skin barrier.

This trend explores how we can now expect to see more Western skin care brands launch their own innovations featuring the ingredient.

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