Buying Guide

Korean Beauty Trends in the US Market

Unraveling the Latest Korean Beauty Trends Taking the US Market by Storm

Korean beauty, or K-beauty, has become a global phenomenon in recent years (revolutionizing the beauty industry with innovative products and techniques). Moreover, the US market in particular, has embraced K-beauty trends, incorporating them into everyday skincare and makeup routines. In this guide, we will explore the hottest K-beauty trends in the US market and discuss which trends are here to stay and which might be fading away.

1- What’s Hot: The Top K-Beauty Trends in the US Market

Glass Skin

First of all, glass skin is a K-beauty trend that emphasizes a smooth, poreless and radiant complexion (resembling the appearance of glass). Moreover, this trend has gained immense popularity in the US market, with consumers seeking skincare products that promote hydration, exfoliation and brightening (to achieve the coveted glass skin look). Furthermore, key products for attaining glass skin include hydrating serums, gentle exfoliants and brightening essences.

Minimalistic Makeup

Moreover, K-beauty has inspired a shift towards minimalistic makeup in the US market. Furthermore, this trend focuses on enhancing natural beauty with a light, dewy foundation, subtle blush and natural lip colors. Additionally, the goal is to achieve a youthful, fresh-faced appearance without heavy makeup. Moreover, BB creams, cushion compacts and lip tints are some of the popular K-beauty products that have fueled this trend.

Korean Beauty Trends in the US Market KoreanBeautyShop


Skin Care Layering

Furthermore, the famous Korean 10 steps skincare routine has been a game-changer in the US market (inspiring consumers to adopt a more comprehensive and personalized approach to skincare). In fact, this trend involves layering multiple products to address various skin concerns (such as hydration, anti-aging, and brightening). Moreover, key products in the Korean skincare layering process include: oil cleansers, water-based cleansers, toners, essences, serums, sheet masks, eye creams, moisturizers and sunscreens.

Sheet Masks

Moreover, sheet masks have become a staple in the US beauty market, thanks to their convenience, affordability and effectiveness. Furthermore, these single-use, pre-soaked masks target specific skin concerns (from hydration to brightening) and can be easily incorporated into any skincare routine. In addition, sheet masks are available in a wide variety of materials and formulations, catering to diverse skin types and needs.

Snail Mucin

Furthermore, snail mucin (a natural ingredient derived from snail slime) has gained a loyal following in the US market for its anti-aging, hydrating and healing properties. Moreover, rich in hyaluronic acid, glycoproteins and peptides, snail mucin can improve skin texture (reduce the appearance of wrinkles and promote a healthy, youthful complexion). Additionally, snail mucin-infused products (such as serums, creams, and sheet masks) are widely available in the US market.

2- What’s Not: K-Beauty Trends Losing Steam in the US Market

The Gradient Lip Trend

First of all, the gradient lip trend (which invlves applying a darker shade of lipstick in the center of the lips and blending it outwards to create a subtle gradient effect), has lost some of its appeal in the US market. Furthermore, while it remains popular in South Korea, US consumers have shown a preference for more defined and bolder lip looks (such as matte lipsticks and lip stains).

Peel-off Makeup

Moreover, peel-off makeup (including peel-off lip tints and eyebrow gels), gained some initial traction in the US market, but has since lost its popularity. Furthermore, the trend’s novelty factor was overshadowed by concerns regarding the potential for skin irritation (and damage caused by the peeling process). Additionally, the availability of more user-friendly and long-lasting makeup options has diminished the appeal of peel-off makeup products.

BB Cushion Compacts

Moreover, BB cushion compacts (which combine the benefits of BB creams with the convenience of a compact), initially gained popularity in the US market. However, with the rise of more diverse and inclusive makeup options, consumers are now seeking broader shade ranges and more customizable foundation formulas. As a result, cushion compacts have seen a decline in popularity, giving way to other foundation and base makeup products.

“Instagram Baddie” Makeup

The “Instagram Baddie” makeup trend (which features heavily contoured faces, defined brows and bold lip colors), has been gradually fading in the US market. This trend (which originated in South Korea), is being replaced by a more natural, minimalistic approach to makeup, as mentioned earlier. Furthermore, consumers are increasingly focusing on skincare and embracing their natural beauty, rather than relying on heavy makeup to create a specific look.

Excessive Skincare Steps

Moreover, while the 10 steps Korean skincare routine gained significant attention in the US market, some consumrs have started to question the necessity of using so many products. In fact, the trend towards a more simplified and streamlined skincare routine is gaining momentum (with consumers focusing on key products that target their specific skin concerns). As a result, the emphasis on excessive skincare steps may be losing steam in favor of a more personalized and efficient approach to skincare.

In Summary

The influence of K-beauty trends on the US market has been significant, shaping the way consumers approach skincare and makeup. Moreover, while some trends (such as glass skin, minimalistic makeup, skin care layering, sheet masks and snail mucin), continue to gain traction, others (like the gradient lip trend, peel-off makeup, BB cushion compacts, “Instagram Baddie” makeup and excessive skincare steps), are losing their appeal. Finally, as the beauty industry evolves, K-beauty will continue to impact and inspire new trends and innovations, keeping consumers on their toes and eagerly awaiting the next big thing in beauty.


You can read Korean Face Serums in the USA and/or Korean Beauty vs Western Beauty and/or The Rise of Korean Skincare in the US 🙂

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