Asia Cosme Lab & The K-Beauty Take Over - Part 2: Skincare & Hybrids in the West

Trends Agency

The Korean beauty market, as one of the most creative and dynamic market, has influenced global beauty enthusiasts and markets. K-Beauty is expanding its aura towards Japan, SEA and more and more in the US.

Korea recorded a historic high of $10.2 billion in cosmetics exports in 2024, ranking 3rd worldwide after France and the U.S. (source)

While K-Makeup is highly expanding in eastern market ( cf our previous article) , western markets are becoming addicted to K-Skincare and K-routine

What are the main success drivers for skincare & hybrids as seen in Western countries : textures that boost quest for ideal complexion, the experience of layering, skin friendly natural inspired products , hybrid items to ease life and beauty routines, attractive minimalistic packaging and more… and of course the echo of dramas, K-pop and more than ever influencers from all over the world.

We all heard about “glass skin” – a term synonym of perfect glow forged by the meeting between K-beauty and Western social media, that has taken the world by storm. But what Korean skincare and hybrid beauty concepts are poised to reshape the global beauty scene—and why are they so influential?

Here is a selection of Korean makeup concepts that should require market attention:

CONCEPT 1 : PRE-MAKEUP SKINCARE - Recent skincare launches focus on boosting the skin condition before applying base makeup. More than for the usual skin improving benefit, the skincare routine becomes a makeup priming routine. 화잘먹 hwa-jal-meokis a trending claim to designate the priming effect provided by skincare.

KEY PRODUCT : YUNJAC SKIN PERFECTING GLOW UP PREP WATER & GLOW PREP PAD - Prep Pad : improves texture and glow, creates the perfect skin canvas for makeup in 5 minutes after cleansing. Prep Water: 8h radiance and moisture providing mist. Increases skin brightness and tone evenness when used with foundation.

THE KEY TO SUCCESS: accessible pricing & retail, a strong focus on radiant skin as a fresh take on glass skin, and a complete skincare routine that perfects the complexion before makeup.

CONCEPT 2: THE NEW UV + TONE UP FOR POST-PROCEDURE - Gentle, soothing sunscreen designed to protect sensitive skin and enhance radiance, perfect for post-procedure care and daily use, while providing superior sun protection and skin-soothing benefits.

KEY PRODUCT : TONYMOLY MILD APRICOT TONE-UP SUN CREAM SPF50+ PA++++ - A soothing tone-up sunscreen that can be used even on post-procedure irritated skin. Apricot extracts rich in Vitamin & Mineral keep the skin tone clear and revitalize tired skin into a healthy one, firm like an apricot.

THE KEY TO SUCCESS: the BB cream is back with new naming & benefits! Skin friendly, natural skin tone result, caring post all types of skin traumas… from acne scar to procedure

CONCEPT 3: COMBO THAT CARE ! - CREAM AND CUSHION

US consumers are starting to take interest in the cushion format from Korea as it allows multifunctional (care + makeup) and practical use. Korean brand TIRTIR is rebranded to focus on complexion with an impressive shade range making it extremely popular in Western countries too.But a duo concept can also be a new key powerful direction to provide even more care& glow benefits

KEY PRODUCT : PRIMERA NIA CICA SOOTHING GLOW WATERY CREAM & CUSHION SPF 35 PA+++: The synergetic effect of a minimalistic new range of 2 products formulated with Niacinamide and Cica B5 from Primera brand ( Amore Pacific): A functional cream for skin barrier recovery & skin glow improvement and a 70% skincare infused cushion that covers imperfection while soothing & revitalizing skin for the best inner glow.

THE KEY TO SUCCESS: A soothing duo that really care of glow from inside to outside the skin

A powerful new concept of daily makeup & skincare at once for even extremely sensitive skin.

To get more insights on Korean beauty and all Asian beauty markets, visit our website and our booth at Make-up In Paris !

Asia Cosme Lab is a French trend and innovation consulting agency, expert in Asian cosmetic markets:
– A unique French perspective on the Asian beauty market
– Enriched by a multicultural and enthusiastic team of Asian beauty experts based in Paris.
– Offering since 2003 decoding and insights into key trends in the Asian beauty markets
– Offering trend analysis and tailor-made innovation consulting to boost and challenge your inspiration to create tomorrow’s best products.