K-beauty has gone from a niche category to a global industry, with Korean skin care, fragrances, wellness products, makeup, and haircare now being fixtures on shelves around the world. In 2025, South Korea exported a record $11.43 billion worth of cosmetics to over 200 countries, and it’s safe to say beauty giants took notice.

Sephora and Ulta now maintain dedicated K-beauty sections online, besides carrying extensive selections in their brick-and-mortar locations as well.

K-Beauty Products That Are Actually Popular in Korea

ANTI-AGING

Thome The Glow Signature Professional-Grade Ultrasound Device

Buy Now at sephora $299 Jump to Details

SCALP CARE

Lilyeve Growturn Exosome Brush Ampoule

Buy Now at ulta $29.00 Jump to Details

MOISTURIZER

Aestura Atobarrier365 Cream

Buy Now at sephora $32 Jump to Details

REDNESS REDUCER

Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum

Buy Now at Ulta $22.00 Jump to Details

HYDRATION

Wellage Real Hyaluronic Blue Ampoule

Buy Now at sephora $21.00 Jump to Details

GLASS-SKIN LOOK

Biodance Bio-Collagen Real Deep Mask

Buy Now at sephora $19.00 Jump to Details

HEALTHY COMPLEXION

Barriére Skin Support Patches

Buy Now at nordstrom $44 Jump to Details

SPF

Mixsoon Bean Sunscreen

Buy Now at target $16.00 Jump to Details

EXFOLIATION

Kiss New York Bright Vita Charge Toner Pads

Buy Now AT amazon $15.99 Jump to Details

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Much of the K-beauty momentum can be linked to Korean beauty influencers and content creators on social media, not to mention K-pop stars: whose routines and product recommendations have helped introduce Korean beauty to audiences far beyond the country.

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I first understood the appeal of K-beauty when I became an Emirates cabin crew member. My colleagues would stock up on skin care gems during trips to Seoul, convinced that Korea was home to some of the most innovative options in that space.

There was good reason for such confidence. Korean skin care tends to emphasize hydration, barrier support, gentle formulations, and sun protection. It’s also loaded with ingredients such as ceramides, hyaluronic acid, and niacinamide that cultivate a youthful look while remedying the common signs of aging. Korean brands have become particularly adept at turning said ingredients into lightweight, layered topicals that are easy to incorporate into everyday rituals.

Here are some of the most popular K-beauty products in Korea (that truly live up to all the hype they receive).

Amazon

ANTI-AGING

Thome The Glow Signature Professional-Grade Ultrasound Device

200+ bought in the past month

$299

Buy Now at sephora

$299

Buy Now AT amazon

The Glow Signature from Thome is an at-home facial device that’s a match made in heaven for anyone chasing smoother, firmer, and more youthful-looking skin with a luminous finish.

Some Korean beauty creators also describe using it when their skin feels overheated or reactive after exposure to the country’s changing weather and humidity.

@sunnyfromsunnybread

Unsponsored Review Yes ! 👍 @THOME US @THOME Official #thometheglow #ldmdevice #skincare

♬ original sound – sunnyfromsunnybread – sunnyfromsunnybread

The device is intended to massage the face and support the application of serums and creams.

Amazon

SCALP CARE

Lilyeve Growturn Exosome Brush Ampoule

10k+ bought in the past month

$29.00

Buy Now at ulta

$26.99 $35 23% off

Buy Now at Target

$29.00

Buy Now AT amazon

Lilyeve’s Growturn innovation is a scalp care savior that addresses thinning, flat tresses.

Its built-in brush routes the serum directly to the scalp, while caffeine, biotin, and peptides support the formula’s haircare benefits at large. K-beauty influencers claim that the serum’s non-greasy texture is part of its allure.

@clarahyee

Korea’s no. 1 scalp ampoules used in celebrity scalp spas 🤍💙 @LILYEVE GLOBAL #dealsforyoudays #koreanhaircare #scalptreatment #haircare #dandruff

♬ original sound – Clara

To begin, twist the brush open and apply the product around your scalp area before gently massaging it in. The Lilyeve Growturn Exosome Brush Ampoule can be used on wet or dry hair and is safe for regular application, never leaving heaviness in its wake.

Amazon

MOISTURIZER

Aestura Atobarrier365 Cream

20k+ bought in the past month

$32

Buy Now at sephora

$32

Buy Now AT amazon

Aestura’s Atobarrier365 Cream is a K-beauty go-to, lauded by shoppers with dry-slash-sensitive skin for its moisturizing and barrier-boosting perks.

One TikTok influencer shared their devotion to the cream by saying they regretted not buying more during a trip to Korea.

@izzychen

hoarding this moisturizer this winter bc my skin drinks this up sooo quick #aestura_partner #aestura #koreanmoisturizer #ceramidemoisturizer #koreanskincare #viralskincare #koreanskincareproducts #kbeauty #skinbarrierrepair #damagedskinbarrier #dryskin #dehydratedskin @Amorepacific @Amazon

♬ original sound – izzychen

The trending buy utilizes ceramides, fatty acids, and cholesterol to replenish lost moisture and support the complexion. Apply it as the final step of your regimen: morning or night or whenever your skin feels extra parched.

Amazon

REDNESS REDUCER

Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum

100k+ bought in the past month

$22.00

Buy Now at Ulta

$19.80 $24 17% off

Buy Now AT amazon

Anua’s azelaic acid–based bestseller tackles blemishes, uneven texture, and post-breakout marks.

But there’s an interesting wrinkle with this one, pardon our pun. Anua’s aforementioned, 10-percent azelaic acid is a Korean beauty product with a strong following amidst Korean consumers; however, azelaic acid is treated as a medicinal ingredient in South Korea, meaning products containing it are not typically sold through the country’s standard retail channels.

That hasn’t stopped Koreans from seeking it out, though, with some sourcing the serum via overseas markets like the U.S. and Japan.

@leeskincare7

@🌷 님에게 회신 Why is it banned 😭 🔖product mentioned: Azelaic Acid 10 Hyaluron Redness Soothing Serum #koreanskincare #skintok #anuaazelaicacid #acne #acnemarks #skincareroutine #ulta #ultaskintok #sephora @anua_global

♬ 오리지널 사운드 – leeskin – leeskin

I personally have been using the Anua hot commodity for about six months now and absolutely swear by it, applying the formula daily to a freshly washed face before layering on moisturizer and SPF.

Amazon

HYDRATION

Wellage Real Hyaluronic Blue Ampoule

1k+ bought in the past month

$21.00

Buy Now at sephora

$21

Buy Now AT amazon

Wellage’s Real Hyaluronic Blue Ampoule taps hyaluronic acid to restore moisture, allowing skin to appear plumper-plus-smoother as a result. Disperse a few drops after cleansing and toning, then follow with moisturizer.

It’s a buzzy skin care product that’s widely praised for a light feel and impressive absorbency, sinking into skin within seconds.

@mindaylee_

PART 25 | korean hyaluronic serum 1️⃣ @TORRIDEN US dive in serum 2️⃣ @wellage USA real hyaluronic blue ampoule #koreanskincare #skincare #serum #skincareroutine

♬ Mozart Minuet with violin(815356) – 松本一策

Reviews also point to the ampoule’s long-lasting effects, which come courtesy of an ability to permeate the face as deep as 30 layers — hydrating it for up to 100 hours at one time, per Wellage.

Amazon

GLASS-SKIN LOOK

Biodance Bio-Collagen Real Deep Mask

“Amazon’s Choice”

$19.00

Buy Now at sephora

$19.00

Buy Now AT amazon

Biodance’s Bio-Collagen Real Deep Mask is an overnight hydrogel mask that works to reduce the look of pores, dole out greater elasticity, and treat users to a coveted “glass-skin” look.

The mask should be worn for several hours, during which it will gradually become more transparent as the essence is absorbed. Biodance says its hydrogel line has surpassed 150 million masks sold and is stocked at more than 1,300 Olive Young locations in Korea. The original collagen version is found online alongside PDRN, Cera-nol, and sea kelp iterations.

Apply on top of clean skin and wear overnight (or for at least three to four hours).

HEALTHY COMPLEXION

Barriére Skin Support Patches

As seen on BTS’ V

$44

Buy Now at nordstrom

These wellness patches contain ingredients like hyaluronic acid, niacin, copper peptides, red ginseng, and milk thistle. Optimally, they should be kept on for eight to 12 hours.

The Barrière Skin Support Patches became an unexpected K-pop beauty story when BTS’ Taehyung, also known as V, was photographed wearing the skin care stickers. Fans initially mistook the glittery design for a tattoo before identifying it as one of Barrière’s top-selling offerings.

View this post on Instagram

The playful appliqués improve skin tone while propping up collagen and elastin production. As an added bonus, they also moonlight as affordable (and good-for-you) accessories.

Amazon

SPF

Mixsoon Bean Sunscreen

As seen on BTS’ Suga

$16.00

Buy Now at target

$18.00

Buy Now AT AMAZON

This SPF 50 sunscreen shields against UVA and UVB rays while granting an airy, moisturizing finish sans white cast.

BTS’ Suga put Mixsoon’s Bean Sunscreen on the radar when he was spotted applying it in a lifestyle vlog — prompting a wave of social media discussion around the product.

@mixsoon_official

Celebrity-spotted on a run 👀🏃‍♀️ The sunscreen that keeps up with workouts, errands, and everything in between. mixsoon Bean Sun Serum melts in like skincare with a lightweight, lotion-like texture – no white cast, no heavy finish, just fresh, hydrated skin. ✓ No white cast ✓ Skincare-like hydration ✓ Made for everyday SPF #mixsoon #beansunserum #suncare #sunscreen #kbeauty

♬ 오리지널 사운드 – mixsoon global – mixsoon global

The sunscreen is infused with fermented soybean, pomegranate, barley, and Korean pear extracts. Let it become the final step of your morning routine, recoating the face as needed throughout the day.

EXFOLIATION

Kiss New York Bright Vita Charge Toner Pads

Highly rated online

$15.99

Buy Now AT amazon

The dual-textured pads fuse gentle exfoliation with hydration, taking advantage of niacinamide, glutathione, CoQ10, and PHA to smooth, brighten, and condition the skin.

Kiss New York’s Bright Vita Charge line is a newer addition to the Korean beauty market, but it’s already making waves worldwide. Karol G’s esthetician, Flávia Lanini, employed the toner pads’ help while prepping the singer’s skin during her Viajando Por El Mundo Tropitour.

How We Found the Most Popular K-Beauty Products in Korea

For this roundup, we looked beyond international bestseller lists and instead kept a finger on the pulse of what is actually resonating with consumers in Korea. We reviewed Olive Young‘s rankings and combed through TikTok, Instagram, and other social platforms — getting a sense of what Korean beauty creators were raving about — while separately tracking products used by K-pop stars.

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Meet the Author

Sophie Dunne is an E-Commerce Writer at Penske Media Corporation, writing across WWD, Footwear News, Billboard, Rolling Stone, and The Hollywood Reporter. Originally from Ireland and based in Los Angeles, she previously worked at Static Media as a writer and editor across all brands, covering entertainment, lifestyle, fashion, and travel. Her bylines have appeared in Women’s Health, The List, Women.com, Islands, Grunge, WebMD, and more. Before beginning her writing career in 2019, Dunne lived in Dubai for four years, working as an Emirates Cabin Crew Member. Having traveled to 71 countries with the airline, she began writing for an LA-based publication as a travel writer during her final year. Dunne has a degree in Humanities from Carlow College, St. Patrick’s (now South East Technological University) in her native Ireland. She studied English, history, philosophy, and psychology.

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From Skin Patches to Haircare, These Are the K-Beauty Products That Are Actually Popular in Korea

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K-Beauty Products That Are *Actually* Popular in Korea

Thome The Glow Signature Professional-Grade Ultrasound Device

Lilyeve Growturn Exosome Brush Ampoule

Aestura Atobarrier365 Cream

Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum

Wellage Real Hyaluronic Blue Ampoule

Biodance Bio-Collagen Real Deep Mask

Barriére Skin Support Patches

Mixsoon Bean Sunscreen

Kiss New York Bright Vita Charge Toner Pads

Related Articles

Thome The Glow Signature Professional-Grade Ultrasound Device

Lilyeve Growturn Exosome Brush Ampoule

Aestura Atobarrier365 Cream

Anua Azelaic Acid 10 Hyaluron Redness Soothing Serum

Wellage Real Hyaluronic Blue Ampoule

Biodance Bio-Collagen Real Deep Mask

Barriére Skin Support Patches

Mixsoon Bean Sunscreen

Kiss New York Bright Vita Charge Toner Pads

How We Found the Most Popular K-Beauty Products in Korea

Why Trust WWD

Meet the Author

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K-Beauty Products That Are Actually Popular in Korea