By Kiana Murden
When we think about what’s driving skin-care innovation—from product launches to social media trends—the most impressive of all traces back to Korea. K-beauty trends have been on our watch list for years as we strive to keep up with the industry’s buzziest ingredients, formulas, and treatments.
K-Beauty is beyond hot right now,” Michelle Lee, beauty industry adviser and former editor in chief of Allure, tells Vogue. “In the past 10 years, there were a few Korean brands that hit the American mainstream including Cosrx and Laneige. And we saw some Korean American brands like Glow Recipe and Peach & Lily finding success. But 2024 was a big breakout year, where we saw a massive influx of Korean beauty brands crossing over.” Of these, Lee cites Vogue favorites like Beauty of Joseon’s sunscreens, Biodance’s overnight sheet mask, and Mediheal’s treatment pads—and she does not anticipate the K-beauty bubble to pop anytime soon: “In fact, I anticipate it will be even more popular this year because we’ll start to see some of these socially buzzy brands enter major retailers.”
Editorial
