K Beauty moves fast, and keeping up with the best Korean beauty trends of the moment requires serious commitment. From constant skin-care innovations to evolving makeup techniques, there’s always something new to discover.
As an editor specialising in K Beauty, I regularly travel to South Korea and even spent three months in Seoul researching the buzziest launches. I toured research labs, talked to brand founders and dermatologists, and spent hours combing the shelves of Olive Young, South Korea’s leading beauty retailer. Even during the time I was there, I noticed that trends came and went in the blink of an eye.
“In-clinic innovation drives K Beauty,” says Hwang Wonuk, MD, a cosmetic physician at Cheongdam LeBelle Dermatologic Clinic in Seoul. Located in one of Seoul’s trendiest neighbourhoods for upscale beauty treatments, his clinic is my go-to stop for the latest in injectables and up-and-coming Korean skincare. Beyond skincare, Korean makeup, hair, and nail trends are constantly evolving. To stay on top of the must-trys for 2026, I turned to Olive Young's K Beauty experts who specialise in predicting the next big formulas and techniques.
For this story on the best Korean beauty trends of 2026, I spoke to Rena Kim, Senior Communications Manager at Olive Young, and Dr Hwang. I also interviewed a popular Seoul-based hairstylist and Korean makeup expert to curate 13 K Beauty trends Glamour readers can easily try at home. We've also included a full Korean skincare routine as a result. Let's get into it.
Glamour's best trending Korean beauty products of 2026, at a glance:
Meet the Experts
- Hwang Wonuk cosmetic physician at Cheongdam LeBelle Dermatologic Clinic in Seoul.
- Michelle Lee, CMO of K-Beauty World K Beauty retailer.
- Louis, hairstylist and founder of Luvoir Salon in Seoul.
- Rena Kim, Senior Communications Manager at Olive Young.
Why you can trust me
As a beauty editor since 2013, I've written hundreds of articles, many of them focusing on all things K Beauty. Since my introduction to Korean skincare during K Beauty's first global wave, I’ve gravitated towards their innovative delivery systems and gentle efficacy.
Since then, I’ve continued to test new launches, including Korean cleansers, rice toners, smoothing Korean eye creams, Korean face masks, Korean sunscreens, and cushion foundations. I regularly travel to Seoul for market research and keep in touch with a network of Seoul-based Korean beauty experts who keep me up to date on emerging trends. During my trips, I interview cosmetic chemists, dermatologists, brand founders, and K Beauty experts about upcoming launches, which helps inform my knowledge of what's coming next.
What are the latest Korean beauty trends for glowing skin?
PDRN, the salmon sperm DNA derivative that’s been famously popularised via facials and injectables, is the Korean skincare ingredient everyone’s talking about right now. “Originally a clinic-only injectable treatment, PN (polynucleotide) and PDRN (polydeoxyribonucleotide) are regenerative DNA fragments that help calm inflammation, repair tissue, and stimulate collagen,” says Dr Hwang. You can easily try the ingredient by stocking up on Korean moisturisers, Korean serums, and Korean face masks.
“The topical effect is more subtle than injections, but it resonates because it mirrors treatments,” says Dr Hwang. “Koreans love it because it’s in-clinic science made accessible, and patients see it as a way to maintain their ‘booster glow’ at home while younger consumers embrace it for prevention.”
Many Korean brands have also offered up their own spin on plant-powered PDRN. I personally love the Medicube PDRN Pink Peptide Serum, which uses rose PDRN. Dr Hwang also rates Mediheal’s rose PDRN sheet mask highly. “It ranked among Olive Young’s best sellers for post-treatment recovery,” he says. “I frequently recommend it after dermatology procedures like RF microneedling or lasers. It’s great for anyone who wants repair and glow maintenance and perfectly represents the clinic-to-home crossover.”
For those who want to try a true salmon-derived PDRN formula, you can’t skip the original Rejuran Turnover Ampoule c-PDRN 0.5%. Made with a blend of the brand’s patented c-PDRN and wrinkle-targeting adenosine, it’s my chosen formula to maintain glass skin after I get my Rejuran injections in Seoul. Complete your PDRN skincare routine with Anua PDRN 100 Hyaluronic Acid Glow Pads and Dr Reju-All Advanced PDRN Rejuvenating Cream for an extra dose of hydrating, inflammation-reducing benefits.
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Seoul is known for its abundance of skin clinics offering extensive menus of lasers, Rejuran injections, and all the latest treatments. So it makes sense that many of the buzziest skincare products focus on post-procedure barrier care. Rather than basic ceramide creams, popular options put a new spin on barrier-boosting ingredients. “In 2026, Korean skincare continues to centre on ingredients,” says Kim. “Rather than layering multiple steps, consumers are seeking maximum efficacy from fewer, smarter products.” According to Kim, “attention is shifting to next-generation skin-repair ingredients such as probioderm and peptides, retinol–cica hybrid formulas, and bio-repair actives designed to strengthen the skin barrier and support regeneration.”
Dr Hwang adds that Korean barrier care “is evolving beyond basic moisturisation.” You'll find it in new delivery formats like moisturiser mists or upgraded forms of basic ingredients like ceramides and hyaluronic acid. “In 2026, we're seeing skincare that functions like post-procedure recovery care, even for daily routines,” he says.
At Olive Young, shoppers are currently loving the Bioheal BOH Panthecell Repair Cica Cream Mist, packed with soothing, barrier-supporting ingredients. For additional hydration, Torriden's Dive-In Low Molecular Hyaluronic Acid Serum remains a top seller.
Use our Superdrug discount codes for savings on the best Korean skincare products.
Unlike traditional face mists, jelly options stay solid in the bottle and transform to a superfine liquid when you spray them. “Jelly-textured mists are known to plump skin instantly and went viral on TikTok for easily layering on hydration,” says Dr Hwang. “In Korean skin care, hydration is always important, but textures are evolving. Jelly mists are thicker than water but lighter than serum. They went viral because they add an element of fun to the hydration layering method.”
To try the trend, pick up the recently-launched Dr. Althea Aqua Marine Jelly Mist. I personally tested the transforming jelly mist this winter and love the formula’s hydrating blend of vegan PDRN and 10% deep sea water. It sprays out in a fine mist, never clogs, and leaves my face soothed and dewy.
Toner pads have been around since the early days of K Beauty, but they’ve evolved beyond skin prep into targeted mini masks left to absorb for 10 minutes, not just applied with a swipe. “Pre-soaked toner pads have replaced sheet masks as an everyday hydration and treatment step,” says Dr Hwang.
“Many target breakouts or brighten and soothe in minutes. Koreans love that they’re quick and practical for busy skincare routines. I think they’ve become a category of their own, not just a skin prep product.” The Abib Heartleaf Spot Pad Calming Touch is a known favourite — "often seen backstage on K-Pop idols and top-ranked on Olive Young for sensitive skin,” says Dr Hwang. But I love the newer Abib Glutathiosome Dark Spot Pad Vita Touch toner pads even more for a glowing glass-skin look. Another noteworthy option is any version of the Biodance gel toner pads, which swap traditional toner fabric for cooling hydrogel. I reach for the blue Biodance Cera-Nol Gen Toner Pads most.
After something else? Shop the best Korean toners.
You can’t scroll through KBeautyTok without seeing these colour-changing overnight hydrogel masks. Made to be worn for a few hours or while you sleep, they’re left on much longer than traditional face masks, allowing them to lock in moisture and enhance glow for dramatic results. Dr Hwang and I both love the Biodance Bio-Collagen Real Deep Mask, the originator of the TikTok trend. “This overnight mask went viral for its morning-after glow,” he says. “It’s won coveted beauty awards in Korea and is still a social media sensation. I recommend this to my patients for event prep or overnight rejuvenation. It makes sleeping feel like a luxury treatment.”
While Biodance has secured a permanent spot on my bedside table, I’ve tried several other overnight hydrogel formulas that are also worth adding to your routine. I love the intensely hydrating Abib Collagen Gel Mask Jericho Jelly Rose, as well as the CosRx Peptide Collagen Lifting Glow Hydrogel Mask for firming and brightening. On days when my skin feels especially sensitive, I reach for the Anua Heartleaf 70 + Hyaluron Soothing Collagen Mask, which contains calming ingredients like heartleaf and aloe vera.
Because overnight hydrogel masks tend to deliver a more dramatic effect than their 15-minute counterparts, Dr Hwang says this trend is here to stay. “The role of facial masks in Korean skincare is changing,” he says. “Masks function best as targeted boosters or recovery enhancers, rather than simply as hydrating daily steps.”
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Which Korean makeup trends are big right now?
K Beauty influencers swear by subtly bleached brows to give facial features a more youthful effect.
“We’ve been seeing Jenna Ortega-like bleached brows for a little while, but the lightened brow look is a bit different in Korea,” says Michelle Lee, CMO of K-Beauty World, a retail platform that curates a mix of K Beauty’s most iconic brands and up-and-coming names.
“Some Koreans are lightly bleaching or subtly colouring their brows but just taking the colour down a little to soften it, not to have them disappear completely.” For those who don’t want to commit to the bleach, lightening brow mascaras and pencils are big. “We’re also seeing more brow products that are being used to soften the colour, which creates a less harsh-looking brow,” says Lee. “The eye colour trends in Korea are still quite muted, so having a lighter brow helps to add to that effect.”
To get the look without committing to bleaching, try the rom&nd Han All Brow Cara, which instantly makes your eyebrows appear lighter. For more detailed shading, pick up Etude's Drawing Eye Brow pencil, made in flattering neutral tones that don't make brow hairs appear overly warm.
Lip products are one of the biggest categories in Korean makeup, alongside cushion foundations (like the TirTir Cushion Foundation). “Lip trends in 2026 are defined by tone: warm peach and beige hues versus cool mauve and berry,” says Kim. “There's [still] a growing emphasis on personal colour analysis.”
If you're unfamiliar, personal colour analysis sessions are among Seoul’s most popular activities. Colour consultants drape a rainbow of fabric swatches over you, then analyse your best colour palette for clothes, jewellery, makeup, and hair. You might be a “cool summer” or “warm autumn,” and Korean makeup brands tend to release options for all possibilities with each new collection. For cool tones, Kim says Olive Young's trendiest options for 2026 are longtime favourite rom&nd The Juicy Lasting Tint in Bare Grape (recommended for cool tones) and colorgram Nude Blur Tint in Lovely Fig (recommended for warm tones).
Rather than making your cheekbones pop, Korean blush trends are designed to emphasise a smoothly curved face shape. “Placement is high on the cheeks, under eyes,” says Lee. “There are lots of new textures and formats like bouncy pots, jellies, ampoules, and rollers. Blush formulations tend to be a bit sheer, letting skin shine through since skin is so important in Korea.”
Two formulas that get it right are Rom&nd Better Than Cheek and Dasique Blending Mood Cheek. Both are finely-milled powders that are so sheer and easy to blend, they're almost impossible to over-apply. I particularly love how Dasique curates its four-pan blush palettes for easy layering. A tip I learned from my Korean makeup artist friends: Use a lighter shade as a base to make blush look more dimensional and brightening.
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If one feature defines Korean eye makeup, it’s the inclusion of aegyosal. “The concept of accentuating the ‘charming fat’ under your eyes is not new, but the techniques are expanding,” says Lee. “When Westerners first heard about this trend, I don’t think many really understood it since we’re typically trying to hide our under-eye bags.” To clarify, aegyosal and eye bags are not the same. "It's not like Koreans are trying to add dark circles or look tired,” she says. “You create some shading and contour at the bottom, then highlight your aegyosal with a shimmery shadow or glitter, which helps to brighten the whole area.”
Search for a shade of eyeliner as close to your skin tone as possible, then accentuate it with highlighter or glitter. For the highlight portion, Lee loves the Unleashia Glitterpedia Eye Palette No. 1. “The glitter payoff is next level,” she says. “I find that I get the best application with a clean finger — or a flat brush can also work.”
What are the popular Korean hair trends this year?
Korean hair trends move ever so slightly slower than skincare and makeup, with an emphasis on flattering individual features. “The most popular hairstyle in Korea these days is contouring cut face framing,” says Louis, hairstylist and founder of Luvoir Salon in Seoul’s trendy Gangnam neighbourhood. “It's a style customised to suit each person's face shape, often with side bangs to flatter your face whether you tie your hair up or leave it down.”
I visit the in-demand Louis for my annual contour cuts and love how his shaping technique perfectly flatters my face.
To give your contour cut a glossy finish, upgrade your Korean haircare routine with the Mise En Scéne Perfect Serum Original. The brand’s original orange hair serum is a household name in South Korea and can be found in every Olive Young and supermarket in Seoul. It smells like tropical, warm florals and leaves my hair looking smooth as glass. Despite its deeply nourishing formula, it sinks in fast and won't leave any greasy residue behind.
You've probably seen Seoul's head spas all over TikTok. Appointments begin with an up-close scalp scan and segue neatly into an 18-step scalp treatment made for social media. For a version you can actually fit into your daily schedule, I recommend simply adding one or two trending Korean scalp care products to your routine. Kim says this is set to be one of the biggest hair trends of the year.
“Haircare is embracing Korean skincare’s signature ingredient-first philosophy,” she says. “Rather than focusing solely on styling, consumers are prioritising scalp health, treating it as an extension of skincare. High-performance ampoules and serum-type treatments are gaining traction as everyday essentials.”
Two well-known options are the Rooteca Root Enhancing Ampoule and Unove Deep Damage Repair Shampoo. I'm currently obsessed with Rooteca's ampoule, which feels cooling and refreshing as soon as I apply it and has helped my scalp feel far less itchy this winter. The rollerball makes it easy to apply whether I'm using it on damp or dry hair.
Louis calls hair mascara an essential step in any Korean hair look — think of it as on-the-go hair gel with a much more watery, serum-like formula. “Hair mascara is great for tidying up flyaways and smoothing any style,” he says. “I like hydrating formulas that don’t harden or cake.”
Those in the know (including Louis) love the citrus-scented Anaze Janmuri Cara, which can be tricky to find outside of South Korea. For another option, try Daleaf’s Glam Dual Fix Hair Mascara, a double-ended hydrating hair mascara popular at Olive Young.
What are the K Beauty nail trends in 2026?
“In 2026, self-nail culture is expected to reach new heights,” says Kim. While no trip to Seoul is complete without a nail art appointment, the latest Korean press-on nails do an impressive job of mimicking hand-drawn nail art.
2025 was the year of hyper-realistic fruit nails in K Beauty, but right now, Kim says that cat-eye gel nails are having a moment. “They're known for their light-reflective, multi-dimensional effect,” she says. To get the look, she recommends Dashing Diva's Magic Press nails, which give you the halo effect of cat-eye gel nails with minimal effort. The designs also include bow, angel wing, and metallic star accents to enhance the salon nail-art look. So even if you can't book a plane ticket to Seoul just yet, the buzziest trends of the year are still at your fingertips.
