Notice: Function _load_textdomain_just_in_time was called incorrectly. Translation loading for the wordpress-seo domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /var/www/html/wp-includes/functions.php on line 6260 The Second Wave of K-Beauty - Beauty Packaging

What are you searching for?

Sign in
Expert's View

The Second Wave of K-Beauty

The current evolution of K-beauty, however, looks different from its debut more than a decade ago.

Author Image

By: Jennifer Famiano

Executive Director, Beauty Industry Analyst, Circana

In 2015, Korean beauty brands entered the U.S. market with a skincare-first philosophy. This marked a clear departure from the social media–driven makeup trends that dominated the beauty industry at the time.

The initial K-beauty boom introduced products like BB/CC creams and sheet masks, while also bringing innovative ingredients such as snail mucin and ginseng into the mainstream.

Sign up for our newsletter for more industry news!

The success of K-beauty in the 2010s also helped launch trendsetting brands like Glow Recipe, Peach & Lily, and Then I Met You, labels that continue to shape the industry today.

The current evolution of K-beauty, however, looks different from its debut more than a decade ago.

In 2026, Korean brands are taking on a more clinical edge, emphasizing biotech-powered ingredients, dermatological validation, and an intentional focus on skin barrier health.

In the first quarter of 2026, K-beauty brands in prestige retail grew 23% in dollars and 24% in units sold, signaling strong consumer demand. This growth is partly fueled by an influx of new brands, with skincare dominating the category.

Despite K-beauty makeup brands experiencing a decline, K-beauty represents just 3% of the total prestige retail market, indicating that while it is outpacing overall growth, it remains relatively small in reach.

In mass retail, K-beauty has a slightly larger presence, with a 6% share of the market. Skincare makes up a modestly larger portion of the category and is growing significantly faster at a rate of 35% in dollars, compared to makeup growth at 8%.

Looking ahead, K-beauty is well-positioned for continued growth as it aligns with rising demand for efficacy, transparency, and science-backed results.

With a compelling mix of innovation, ingredient storytelling, and accessible pricing, K-beauty continues to gain momentum while reshaping expectations across the broader beauty landscape.

Photo: Shutterstock/ K-Angle

Add us as a preferred source on Google

Get the latest Beauty Packaging news, insights and analysis in your Google Search and AI experiences.

Add Beauty Packaging as a preferred source on Google (opens in a new tab)

Keep Up With Our Content. Subscribe To Beauty Packaging Newsletters

Topics