K-beauty moves fast, and keeping up with the best Korean beauty trends of the moment requires serious commitment. From constant skin care innovations to evolving makeup techniques, there’s always something new to discover. Last year I spent three months in Seoul researching the latest viral launches. I toured research labs, talked to brand founders and dermatologists, and spent hours combing the shelves of Olive Young, South Korea’s leading beauty retailer. Even during the time I was there, I noticed that trends came and went in the blink of an eye. To stay on top of the must-trys, I turned to the K-beauty experts who specialize in predicting the next big formulas and techniques.
“In-clinic innovation drives K-beauty,” says Hwang Wonuk, MD, a cosmetic physician at Cheongdam LeBelle Dermatologic Clinic in Seoul. Located in one of Seoul’s trendiest neighborhoods for upscale beauty treatments, his clinic is my go-to stop for the latest in injectables and up-and-coming Korean skin care. For this story, I spoke to Dr. Hwang as well as a popular Seoul-based hairstylist, a Korean makeup expert, and the K-pop industry’s leading nail artist to curate 15 K-beauty trends Glamour readers can easily try at home.
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What are the latest Korean beauty trends for glowing skin?
PDRN, the salmon sperm DNA derivative that’s been famously popularized via facials and injectables, is the Korean skin care ingredient everyone’s talking about right now. “Originally a clinic-only injectable treatment, PN (polynucleotide) and PDRN (polydeoxyribonucleotide) are regenerative DNA fragments that help calm inflammation, repair tissue, and stimulate collagen,” says Dr. Hwang. While the injectable isn’t FDA-approved, you can easily try the ingredient by stocking up on Korean moisturizers, serums, and face masks.
“The topical effect is more subtle than injections, but it resonates because it mirrors treatments,” says Dr. Hwang. “Koreans love it because it’s in-clinic science made accessible, and patients see it as a way to maintain their ‘booster glow’ at home while younger consumers embrace it for prevention.”
Many Korean brands have also offered up their own spin on plant-powered PDRN. Two versions I love are the Medicube PDRN Pink Peptide Serum, which uses rose PDRN, and the Innisfree Retinol Green Tea PDRN Firming & Smoothing Serum, which serves up green-tea powered PDRN. Dr. Hwang also rates Mediheal’s rose PDRN sheet mask highly. “It ranked among Olive Young’s bestsellers for post-treatment recovery,” he says. “I frequently recommend it after dermatology procedures like RF microneedling or lasers. It’s great for anyone who wants repair and glow maintenance, and it perfectly represents the clinic-to-home crossover.”
For those who want to try a true salmon-derived PDRN formula, you can’t skip the original Rejuran Turnover Ampoule c-PDRN 0.5%. Made with a blend of the brand’s patented c-PDRN and wrinkle-targeting adenosine, it’s my chosen formula to maintain glass skin after I get my Rejuran injections in Seoul.
2. Ginseng, snail mucin, Centella asiatica, and fermented rice
Korean skin care products are known for novel delivery systems and high-tech ingredients but also emphasize traditional botanical extracts like ginseng, Centella asiatica (cica), and fermented rice. “Ingredients like rice water are fermented to boost antioxidant levels and absorption,” says Dr. Hwang. “Koreans love it because it connects heritage ingredients with modern biotech, delivering efficacy with minimal irritation.”
One of his favorite heritage-rooted formulas is Beauty of Joseon’s Revive Serum: Ginseng + Snail Mucin, made by a brand famous for its Korean sunscreens. “It consistently trends on Hwahae for antiaging,” he says. (Hwahae is South Korea’s leading platform for ranking K-beauty products and spotting skin care trends in real time through user reviews.) “The formula combines ginseng with snail mucin for hydration and firming. It’s tradition and biotech in a bottle. I recommend it for anyone with dull or tired skin.”
There are hundreds of Korean skin care brands that share their own spin on traditional ingredients. Among those, Laneige’s Cica Sleeping Mask is popular for its use of Centella asiatica extract to soothe and calm your complexion overnight. I also love The Klog’s Snail Mucin Energy Essence for its visible plumping effect and House of Dohwa’s Rice Makgeolli Toner for a deeply hydrating and brightening formula that harnesses the benefits of fermented rice extracts.
3. Jelly mists
Unlike traditional face mists, jelly options stay solid in the bottle and transform to a superfine liquid when you spray them. “Jelly-textured mists are known to plump skin instantly and went viral on TikTok for easily layering on hydration,” says Dr. Hwang. “In Korean skin care, hydration is always important but textures are evolving. Jelly mists are thicker than water but lighter than serum. They went viral this year because they add an element of fun to the hydration layering method.”
To try the trend, pick up local favorite Laundryoü Clean Face Solid Mist, which gained buzz on Hwahae. I personally tested the pink jelly mist earlier this year and love the formula’s deeply hydrating blend of oregano water, cypress leaf extract, and seawater. It sprays out in a fine mist, never clogs, and leaves my face soothed and dewy. I’m also obsessed with the Mixik Jelly Toner Spray, which is perfect for dry skin types and travel. The nourishing formula is infused with damask rose water, blue agave extract, and avocado oil to lock in moisture for hours.
4. Toner pads as masks
Toner pads have been around since the early days of K-beauty, but they’ve evolved beyond skin prep into targeted mini masks left to absorb for 10 minutes, not just applied with a swipe. “Presoaked toner pads have replaced sheet masks as an everyday hydration and treatment step,” says Dr. Hwang. “Many target breakouts or brighten and soothe in minutes. Koreans love that they’re quick and practical for busy skin care routines. I think they’ve become a category of their own, not just a skin prep product.” His favorite version is the best-selling Abib Heartleaf Spot Pads. “These soothing toner pads with fermented heartleaf are often seen backstage on K-pop idols and are top-ranked on Olive Young for sensitive skin care,” he says. “I recommend them for anyone with acne-prone or redness-prone skin.”
For intense hydration, try the I’m From Rice Toner Pad or Round Lab Birch Juice Moisturizing Pad, which are both well-known in South Korea for their gentle formulations. The former features a double-sided texture for mild daily exfoliation, while the latter is my go-to toner pad for barrier support. I’m also a fan of the Femmue Rose Infused Face Toning Pads, which smell like a spa treatment and leave my complexion extra soft.
5. Overnight gel masks
You can’t scroll through #KBeautyTok without seeing these color-changing overnight hydrogel masks. Made to be worn for a few hours or while you sleep, they’re left on much longer than traditional face masks, allowing them to lock in moisture and enhance glow for dramatic results. Dr. Hwang and I both love the Biodance Bio Collagen Real Deep Mask, the originator of the TikTok trend. “This overnight mask went viral for its morning-after glow,” he says. “It’s won coveted beauty awards in Korea and is still a social media sensation. I recommend this to my patients for event prep or overnight rejuvenation. It makes sleeping feel like a luxury treatment.”
While Biodance has secured a permanent spot on my bedside table, I’ve tried several other overnight hydrogel formulas that are also worth adding to your routine. For a plumping boost, I swear by the Torriden Cellmazing Firming Gel Mask, which is packed with peptides, amino acids, and hyaluronic acid for a bouncy effect. On days when my skin feels especially sensitive, I reach for the Anua Heartleaf 70 + Hyaluron Soothing Collagen Mask, which contains calming ingredients like heartleaf and aloe vera. And for visible brightness, there’s nothing better than the PRMR Vitatinol Serum Mega-Shot Gel Mask, which infuses the brand’s famous vitamin C and retinol serum into a hydrogel sheet mask.
Which Korean makeup trends are big right now?
6. Soft bleached brows
K-beauty influencers swear by subtly bleached brows to give facial features a more youthful effect.
“We’ve been seeing Jenna Ortega–like bleached brows here in the US for a little while, but the lightened brow look is a bit different in Korea,” says Michelle Lee, chief marketing officer of K-Beauty World, a retail destination at Ulta that curates a mix of K-beauty’s most iconic brands and up-and-coming names. “Some Koreans are lightly bleaching or subtly coloring their brows but just taking the color down a little to soften it, not to have them disappear completely.” For those who don’t want to commit to the bleach, lightening brow mascaras and pencils are big. “We’re also seeing more brow products that are being used to soften the color, which creates a less harsh-looking brow,” says Lee. “The eye color trends in Korea are still quite muted, so having a lighter brow helps to add to that effect.”
To get the look, try the Peripera Speedy Skinny Brow Pencil. “It’s been popular as the trend for lightened brows continues to grow,” says Lee. “It looks natural and doesn’t clump; and the little angled brush makes application simple.”
Every time I’m in Seoul, I pick up a pack of Olive Young’s best-selling Entropy Brow Bleach to lighten my own brows. The kit, recommended to me by multiple K-beauty experts, is easy to use and tones my brows down to a flattering taupe-y shade that doesn’t carry the overly warm tones of regular bleach. To extend the effect between sessions, I love the popular Etude Color My Brows Brow Mascara and Espoir The Brow Color Fixing Cara. The shades are just right and neither one leaves my brows feeling crunchy.
7. Overlined blurred lips
“Overlined lips and lip kits are having a moment in Korea,” says Lee. But I can attest they differ from the lip liners you’re used to seeing stateside. “Korean lip liner formats are creamier and smudgable; the look is not sharp or harsh but rather rounded and blurrier,” says Lee. “Lip liner is drawn slightly above the Cupid’s bow in a more rounded shape, which embodies Koreans’ love for youthful makeup looks.” Her favorite formula is the Unleashia Oh! Happy Day Lip Pencil in No. 6 After Party. “It’s easy to use and wears gorgeously,” she says. “Korean lip pencils tend to be a bit creamier, rounder, and larger so they can be blended out and blurred.” She pairs it with a Korean lip stain like the Oddtype Unseen Blur Tint. “This isn’t a trending product yet, but I think it should be,” she says. “I picked a few of these up in Korea a few months ago, and I’m obsessed with the applicator. The formula feels like a blurrable lip oil, but the applicator is a big, soft teddy bear brush.”
Lip products are one of the biggest categories in Korean makeup, alongside cushion foundations. The Fwee Lip&Cheek Blurry Pudding Pot took over TikTok this year with its bouncy texture, abundance of flattering shades, and cute packaging. I also love the AOU Floofy Matte Balm, which has been spotted in the hands of Korean celebrities like actress Kim Ji Won and doesn’t dry my lips out. For a slightly glossier effect or to highlight the middle of your lips, try the AlternativeStereo Balmy Rose Lip Potion, a niche K-beauty brand loved by locals. Or for a glossy tint that lasts through a whole meal, try the Hera Sensual Tinted Shine Stick, made by one of the most popular luxury makeup brands in Korea (shade 105 Boyish has a permanent spot in my makeup bag).
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8. Undereye blush
Rather than making your cheekbones pop, Korean blush trends are designed to emphasize a smoothly curved face shape. “Placement is high on the cheeks, under the eyes,” says Lee. “There are lots of new textures and formats like bouncy pots, jellies, ampoules, and rollers. Blush formulations tend to be a bit sheer, letting skin shine through, since skin is so important in Korea.” Her blush of the moment is the Rom&nd Juicy Roll Cheek, which comes in a dome of cream color. “You just give these a little roll on your cheek and blend,” she says. “I love the finish, which is a bit dewier than your average cream blush. And the little spheres are so easy to pop in a bag for reapplication.”
I tested an abundance of liquid, cream, and powder blushes during my time in Seoul, and three formulas stood out. First, the Glow Cocktail Oil Blush, which features a triple-layer gradient in a nourishing oil formula. Instead of shaking it, you dip the brush through all three layers for a dimensional finish. The House of Hur Every Cheek Blush Stick is one of the most blendable cream blushes I’ve ever tried and leaves the most natural flush of color. For powder blush fans, Dasique’s Blending Mood Cheek palettes are popular for a reason. The powders are finely milled, perfectly color-coordinated, and always beautifully packaged.
9. Aegyosal
If one feature defines Korean eye makeup, it’s the inclusion of aegyosal. “The concept of accentuating the ‘charming fat’ under your eyes is not new, but the techniques are expanding,” says Lee. “When Westerners first heard about this trend, I don’t think many really understood it since we’re typically trying to hide our undereye bags.” To clarify, aegyosal and eye bags are not the same. “It’s not like Koreans are trying to add dark circles or look tired,” she says. “You create some shading and contour at the bottom, then highlight your aegyosal with a shimmery shadow or glitter, which helps to brighten the whole area.”
Two popular products for the look include the Colorgram Under Eye Highlighter Stick and skin-toned shades of the Clio Sharp, So Simple Waterproof Pencil Liner, both of which blend easily, then stay smudge-proof for the rest of the day. For the highlight portion, Lee loves the Unleashia Glitterpedia Eye Palette No. 1. “The glitter payoff is next level,” she says. “I find that I get the best application with a clean finger—or a flat brush can also work.”
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What are the popular Korean hair trends this year?
10. Contour cuts
Korean hair trends move ever so slightly slower than skin care and makeup, with the emphasis on flattering your individual features. “The most popular hairstyle in Korea these days is contouring cut face framing,” says Louis, hairstylist and founder of Luvoir Salon in Seoul’s trendy Gangnam neighborhood. “It’s a style customized to suit each person’s face shape, often with side bangs to flatter your face, whether you tie your hair up or leave it down.”
I visit the in-demand Louis for my annual contour cuts and love how his shaping technique perfectly flatters my face. To maintain the cut, I always stock up on Dr. Groot Hair Thickening Shampoo, a top seller in Korea for its scalp-friendly, smoothing, volumizing effects. Louis recommends Repit’s Re_pair’s Curling Cream for anyone who pairs their cut with an often-requested “elastic wave perm,” which gives a slight natural curve to the hair. “It’s great for perm care or damaged hair,” he says. He also loves Hesul’s Korean Soybean Scalp Ampoule, a popular brand among celebrity hairstylists in South Korea and one of my favorite hair care products. “The formula is based on soybean extract,” he says. “It relieves dryness and balances oil and moisture so you have a healthy scalp environment. I recommend this to clients with thinner hair.”
To give your contour cut a glossy finish, finish your routine with the Mise en Scène Magic Straight Perfect Serum. The brand’s original orange hair serum is a household name in South Korea and can be found in every Olive Young and supermarket in Seoul. But my favorite version is this shimmer-infused purple bottle, designed to give an ultrashiny glass effect whether you apply it on damp or dry hair.
11. Personalized hair color (color analysis)
Personal color analysis sessions are among Seoul’s most popular activities. Color consultants drape a rainbow of fabric swatches over you, then analyze your best color palette. It applies to trending hair colors too. “Hair colors that complement your skin tone are part of personal color analysis,” says Louis. Rather than request one trending shade, clients tend to come in asking for shades that fit in their “cool summer” or “warm autumn” palettes.
To keep up with the constant bleaching and coloring, Korean hair care excels at minimizing damage. Louis personally recommends the Anaze Mellow Cream Hair Treatment, created by celebrity Korean hairstylist Kiu. “It’s a cream treatment that’s more moisturizing than hair oil,” he says. “I always recommend this to clients who want to keep their hair soft.” Pair it with the fast-absorbing CosRx Peptide 132 Ultra Perfect Hair Bonding Oil Serum to protect your hair during the day. (Yes, made by the same skin care brand that popularized snail mucin serums.) Another great heat protectant option is the Growus Damage Therapy No Wash Treatment EX, which you may have seen all over TikTok this year. This shimmery pink spray leaves a silky-smooth finish with an impressively lightweight formula.
12. Hair mascara
I previously raved about Anaze’s Janmuri Cara on Glamour’s list of best Korean hair products, and I stand by everything I said. Louis also calls it an essential step in any trending Korean hair look. “Hair mascara is great for tidying up flyaways and smoothing any style,” he says. “I like hydrating formulas that don’t harden or cake.”
Anaze’s formula is packed with softening ingredients like coconut oil and royal jelly extract and has never once flaked or dried down crunchy on me. It also has a subtle citrus scent and a soft brush that doesn’t snag on my flyaways. For another option, try Daleaf’s Glam Dual Fix Mascara, a double-ended hydrating hair mascara popular at Olive Young.
What are the K-beauty nail trends in 2025?
13. Jennie mint nails
The undisputed authority on Korean nails is Park Eunkyung, founder of Unistella Nail Salon in Seoul and a celebrity nail artist whose clients include some of the K-pop industry’s biggest idols—like Blackpink.
“Mint shades were very loved in 2025,” she says. “A big moment was the Chanel mint manicure I did for [Blackpink’s] Jennie on You Quiz on the Block. The color was Chanel Le Vernis 590 Verde Pastello. After that, mint nail polishes almost sold out in Korea. I think that was really the Jennie effect. While the Chanel shade is no longer in stock, you’ve still got plenty of mint alternatives to choose from. At Olive Young, Bandi Salon de Nail in Jade Magnet offers a more muted spin on green. If you’re looking for more Korean nail polish recommendations, Park likes the Lement line, while I love the ultraglossy finish of Dear.A’s Shine on Me Nail Colour. No matter which formula you choose, keep the application sheer.
“I applied just one thin coat so it wouldn’t look too heavy, and on screen it looked like a jelly shade, even prettier,” says Park.
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14. Hyperrealistic fruit nails
From grapes to figs to apples, fruit nail art took over this year. “Hyperrealistic fruit-peel nails were really hot in Korea this summer,” says Park. “It gave nail artists so much inspiration, and above all, it was beautiful.” While the trend perfectly mimics a fruit peel and is therefore not for beginners, you can take inspiration pictures like this one to your nail artist. A simpler version you can try at home is what Park calls fruit-syrup nails, which take a more jellylike, abstract approach. She says these pair well with a shorter nail shape.
“At our salon, designs definitely became more minimal,” she says. “Last year we did a lot of straight long shapes, but this year people asked more for natural oval shapes and bases like syrup textures.” To keep nail beds and hands hydrated and healthy, she recommends the leave-on Dear.A Luminous Nail Essence and Pleuvoir Hand Cream. I also love Superegg’s This Moment Hand Care, which absorbs in seconds, smells heavenly, and is packed with hydrating ingredients like tremella mushroom, ceramides, and hyaluronic acid.
15. Y2K nail art
Y2K nails, which include bows, chrome, and star designs, are all over nail salons and also echo some of the popular press-on designs I saw at Olive Young. But the list of popular Korean nail art trends goes on from there. “Angelcore, matcha shades, dots, ribbons, minimal classics, and chrome nails using magnets,” says Park. “And now stripes are starting to appear too.” To recreate them without a plane ticket to Seoul, pick up a pack of the Uuuuu. Semi-Cured Gel Nail Strips or Dashing Diva MagicPress Press-On Nails on Olive Young’s global site. I particularly love Uuuuu.’s constantly rotating seasonal styles, which last on my nails for days and are easy to apply. Or try the trending Finger Suit Luminant Nails, which feature the ultimate Y2K combination of chrome hearts, angel wings, and 3D sparkles.
When it comes to nail art, Park says that local trends move so fast, it makes more sense to pay attention to your own tastes. “I think Korean nail artists, who are quick to catch new ideas, are growing and evolving so rapidly,” she says. “In the past, when one nail style was trending, almost everyone wore the same thing. But now people enjoy looking at trends while still doing their own nails in their own style.” I took her advice to mirror my personal style on my last visit to her Seoul salon and walked out with a set of custom-sculpted Pompompurin nails that got me endless compliments from everyone I met.
“Some people go maximal, others minimal, and I think both directions show real style,” says Park.
Meet the Experts
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