7 K-Beauty Trends Shaping 2026

Once posited as a trend, 2025 made clear that K-beauty is here to stay: In the past year, Korean cosmetics have taken the Western market completely by storm—flooding our social feeds, dominating our “best of” guides, and saturating our stores. Ulta partnered with K-Beauty World and Hansung Beauty to bring leading K-beauty brands to its stores last summer, Sephora increased its Korean beauty assortment, and even South Korean retailer Olive Young announced its plans to open its first US brick-and-mortar store in May.

“The current K-Beauty landscape in retail is only just beginning,” founder and CEO of Landing International and creator of K-Beauty World Sarah Chung Park tells Vogue. “Expect far more brands and new categories in 2026, with both major and newly entering retailers investing heavily and expanding K-Beauty as a core growth priority. TikTok is accelerating this momentum, pushing more Korean brands into mainstream retail faster than ever.” Michelle Lee, Former editor-in-chief of Allure and K-Beauty World’s CMO, echoes this observation: “2026 is poised to be an even bigger year for K-Beauty, as education and awareness grows,” she says.

If K-beauty’s growth in 2025 was fueled by discovery, 2026 will be big on consumer education. “Curiosity is still growing—and there’s so much more room to grow,” says Lee. “People still want to know when and how to use a toner pad, what PDRN really does, etc.” As people learn more about skin techniques, formula types, and ingredients, they’re better primed to care for their complexions better.

“Consumers want visible results without compromising their skin, and Korean brands continue to lead there,” Charlotte Cho, co-founder of K-beauty marketplace Soko Glam and founder of skincare brand Then I Met You, says. “There is also a huge appetite for treatment inspired technologies that used to live only in clinics. When people can get real improvements at home, it builds long term loyalty and curiosity for what Korea will create next.” The result, all of our pros agree, will lead to the next iteration of the glass skin look we’re all familiar with.

If Cho could make a prediction, it’s the future is about to look a lot bouncier. “That springy, cushioned look is becoming just as important as glow, and people are paying more attention to how plump and supple their skin feels,” she says. “In Korea, a lot of innovation is focused on strengthening the foundation of the skin so that smoothness, lift, and bounce show up together. The goal isn’t shine for the sake of shine. It’s skin that looks fresh, lively, and full of life from every angle.”

However, just because we’re taking better care of our skin, doesn’t mean we’re adding steps; the pros emphasize a streamlined approach in lieu of overcomplicated routines. “People want smart, high performing essentials rather than a long list of steps,” Cho continues. “What will stay are products that genuinely strengthen the skin and fit easily into busy lives.” That thinking is what defines her new Snail Mucin Eye Cream, which merges now-trusted Korean ingredients (snail mucin) with new innovations like volufiline—a plant extract praised for its ability to improve the look of under-eye hollowness—into a first-of-its-kind formula.

Below, our K-beauty experts sound off on the K-beauty trends to know in 2026—from glass skin 2.0 to the next generation of overnight masks.

Slow Aging

“The concept of slow aging is big in Korea at the moment,” says Lee, sharing that Korean cosmetics retailer Olive Young even has a section devoted to it in some stores. “While anti-aging might try to erase wrinkles, slow aging focuses on constant hydration and gentle, consistent routines to create a healthy foundation and barrier so it slows the signs of skin’s aging.” Think swapping bakuchiol for retinol, focusing on hydration, and never skipping SPF.

Glass Skin 2.0

“Smooth, refined texture is becoming just as important as glow,” says Cho. “Korea is leading this shift with microneedle essences, ampoule shots, and gentle resurfacing treatments that help pores look tighter and the overall surface look more even.” VT’s Reedle technology, she adds, is one of the first big signals of where this category is headed—known for its tingling spicules technology; also nodding to the prominence of exosome-rich formulas to support smoother, more balanced skin. “These innovations show how focused Korea is on creating that soft, even texture people are gravitating toward.”

Scalp Care & Glass Hair

“Korean hair care is having a real moment, and it comes from a scalp-first philosophy,” Cho says; healthy hair starts with a healthy scalp, so taking care of the root pays off in how the rest of your hair looks and feels. “Scalp nourishing shampoos and soothing treatments are becoming everyday staples. From there, hair essences and mists add lightweight hydration, smooth flyaways, and create the soft, glossy finish Korea is known for. Paired with nourishing masks, you get the Korean take on glass hair that looks polished and silky without feeling heavy.” Chung Park and Lee second the rise of glass hair. “I had a 12-step scalp treatment in Korea and a full scalp analysis,” Lee adds. “I learned a lot about how I should be caring for my scalp, beyond my regular hair care. I picked up a Labo-H Water Scaler and Lilyeve Grow:Turn Ampoule which are excellent.”

Bio‑Regenerative Actives

PDRN and exosomes gained traction in 2025, and Chung Park predicts the movement to pick up steam in 2026 as the ingredients “move from clinical to consumer formats [in order to better] support collagen production, hydration, and repair.” PDRN, which stands for polydeoxyribonucleotide, shows promise for anti-inflammatory and wound-healing properties, as well as the ability to synthesize collagen and reduce hyperpigmentation; try it for yourself with Mixsoon’s collagen gel-cream or the buzzy Reju-All cream popular in Seoul. Exosomes, similarly, are known for their anti-inflammatory characteristics which makes them valuable in enhancing the skin’s natural repair processes. Medicube’s exosome shot (available in several intensity levels) is a favorite stateside, whereas SkinRx’s MadeCera cream is an underrated pick.

Softer Brows

“Western brows tend to be more arched, darker and defined while the current trend in Korea is to lighten one’s brows to soften the face and to create a straighter brow shape,” Lee says. “Some Koreans are lightly bleaching their brows or, more commonly, using a brow-cara (tinted brow gel) that’s a shade or two lighter than your hair color.” While brow bleaching had a moment in the US last year (à la Jenna Ortega), the look in Korea is more subtle. Lee says it’s just about taking the edge off a little to soften the look. “I bought the Peripera Speedy Skinny Brow mascara while in Korea. And for someone with very dark brows like mine, it actually makes a pretty big difference in my overall look to lighten them a shade or two.”

Next-Gen Overnight Collagen Masks

Longtime fan of the Biodance mask? The overnight treatment isn’t going anywhere anytime soon. While the Biodance and the comparable Sungboon Editor formulas remain popular, Chung Park predicts a new class will emerge to take the lead—focusing on maximizing ingredient absorption and delivering intensive care during extended wear. “Wrapping masks—designed to physically lock in hydration and actives—and overnight collagen masks allow for prolonged delivery of peptides, PDRN, or other regenerative ingredients.”

Cooling & Temperature‑Responsive Skincare

Has cryotherapy gone topical? Chung Park calls out temperature-responsive skincare as a category to watch. “Designed to combat heat-aging, redness, and inflammation, cooling products include rollers, chilled essences, and temperature-adaptive hydrators,” she says. Think: Some By Mi’s PDRN-enriched mask or Dermal’s icy toner pads. For a more traditional cryo tool, consider Ilso’s cooling massage stick.