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: 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.

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

2025 February, 12 & 13