Cosmetics Business Unveils Top 5 K-Beauty Trends for 2025 in New Report

K-beauty is experiencing a powerful resurgence, driven largely by platforms like TikTok, which have propelled innovative ingredients and trending formats into the global spotlight. From salmon sperm PDRN to heartleaf, K-beauty is capturing the attention of Western beauty consumers like never before.

Cosmetics Business Unveils Top 5 K-Beauty Trends for 2025 in New Report, highlighting key areas where Korean beauty continues to make a significant impact. With a market valued at over US$12.5bn globally, K-beauty’s growth is far from a fleeting phenomenon. According to Straits Research, this sector is expected to grow at a compound annual growth rate (CAGR) of 8.43% through 2032.

Korea has also surpassed France as the top exporter of cosmetics to the U.S., with exports totaling $1.4bn between January and October 2024. In Japan, K-beauty imports have surged by a remarkable 120.8%, reflecting the growing international demand for Korean beauty products. Weekly searches for “Korean skin care” have risen by +168% this year compared to last, according to Trendalytics.

In response to this demand, retailers are expanding their K-beauty offerings. Sephora US, for example, has recently added AESTURA, a Korean sensitive skin brand, while Boots in the UK has introduced several new K-beauty brands, including Anua, Skin1004, and Mixsoon, complementing their existing lineup of Laneige and Beauty of Joseon products.

Grace Vernon, Head of Global Trends and Cultural Insights at Boots and No7 Beauty Company, emphasizes that K-beauty’s popularity is not just a trend but a sustained movement driven by several factors. These include the innovative formulations featuring natural extracts like ginseng and fermented ingredients, as well as the growing emphasis on preventative and protective skin care.

“The K-Beauty boom will continue to evolve in 2025,” Vernon states, adding that it is closely aligned with the success of the Korean wave (Hallyu) in entertainment, from Netflix’s Squid Game to K-pop celebrities becoming ambassadors for global fashion brands.

The impact of K-beauty on the Western beauty industry is undeniable, as brands now cater to a wide range of skin tones and global skincare needs. Products like the viral TirTir cushion foundation, which has expanded to include more shades, showcase how K-beauty is evolving to meet international demands.

One of the reasons K-beauty continues to thrive is its appeal to Gen Z and millennial consumers, who are looking for effective, affordable, and innovative skincare. Julia Marinkovich, UK Representative for 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.”

Here are the five top K-beauty trends to watch for in 2025:

Trend 1: Korean Sun Care
Korean sun care is experiencing a major comeback after a 2020 scandal. Now, Korean brands have regained consumer trust with their superior formulas, modern UV filters, and skin-friendly ingredients. The category is poised for even greater growth.

Trend 2: Hydrogel Masks
Hydrogel masks are gaining popularity due to their luxurious feel, better adherence to the skin, and their ability to enhance the delivery of active ingredients. These masks are now a high-end option in Korea and are expected to become a global sensation in 2025.

Trend 3: PDRN Skin Care
PDRN (Polydeoxyribonucleotide) is a DNA extract sourced from salmon sperm cells and is gaining recognition for its anti-aging benefits. It hydrates, boosts skin elasticity, and promotes collagen production, similar to the viral success of snail mucin a few years ago. Expect PDRN-based products to dominate the skincare scene in 2025.

Trend 4: Toner Pads
Toner pads are expected to become a mainstream product globally in 2025. These pre-soaked pads, which can be used as both a quick wipe or mini sheet mask, are growing in popularity due to their convenience and the variety of skin concerns they address, from hydration to acne care.

Trend 5: Heartleaf
Heartleaf, derived from the Houttuynia cordata plant, is emerging as a powerhouse ingredient in K-beauty. Known for its soothing properties and ability to strengthen the skin barrier, heartleaf is making waves, particularly in products aimed at sensitive or irritated skin. Expect Western brands to start incorporating this ingredient into their own formulations in the near future.

As these trends continue to shape the beauty industry, K-beauty’s influence on Western markets is only set to expand. Keep an eye out for these innovations as they continue to define skincare in 2025.