Because Seoul is the beauty mecca of the world, I've happily flown thousands of miles across the world to test the newest Korean skincare products. If you didn't know, Korea is responsible for a good portion of all the skin staples we have in America today. Sheet masks, the whole idea of "glass skin," essences, snail mucin—heck, even niacinamide was a mainstay in Korean serums first. All of this is precisely why, on my last trip to South Korea, I asked one question: What Korean skincare trends should we be expecting stateside next?
FWIW, we're only going to see more K-beauty in 2026, says Sarah Chung Park, founder and CEO of Landing International and the creator of K-Beauty World. Ulta and Sephora are bringing on new Korean brands constantly, and Olive Young (the most popular beauty store in Korea with different shops on practically every other corner) is opening a store in Los Angeles. It makes sense too: With a proposed tariff on Korean imports looming, beauty prices are expected to rise, prompting shoppers to stock up before shelves (and wallets) take a hit. What exactly will we see, and what will American brands be implementing into their products? Right this way...
1. A New Approach to Acne
The first time I went to South Korea, I scoured the shelves of Olive Young for acne products. There was practically nothing. Sure, I'd find the odd "lightweight" version of a moisturizer or SPF for oily skin. But aside from pimple patches, I found zero products geared toward pimples. In fall 2025, that's completely changed.
With an increased interest in Korean beauty in Western culture, it makes sense brands would start catering to that customer. And if there's anything I know as a Cosmo editor, it's that people have acne and are looking for specific products to treat it. But here's the thing: The K-beauty approach to acne is entirely different from what we're taught in America. Here, we look toward high-powered actives to dry out our skin and get rid of zits, going as far as treatments like Aviclear and Accutane to genuinely shrink your oil glands so you produce less sebum. The Korean way to treat acne is far less intense, focusing more on calming ingredients like centella asiatica and azelaic acid to help reduce inflammation.
Medicube just launched a full calming line, including the Azelaic Acid 16 Calming Serum, meant to soothe breakouts and redness. In Korea, I spotted Bring Green's Zinc Teca line, featuring centella asiatica, zinc, and niacinamide to calm acne. When my skin broke out on my trip, I relied on Physiogel's Red Soothing Cica Balance Toner (and I came back with much better skin than I left with, FYI).
It's a far cry from the usual salicylic acid and benzoyl peroxide formulas we're used to for zits. In fact, pure salicylic acid can only be used in very tiny amounts in Korea. You'll see some products contain betaine salicylate, which combines sal-acid with betaine, a gentle hydrator, which skirts around regulations to allow for a lil more exfoliating power. But PHA is typically much more common there. It's not as irritating but still helps slough off dead skin.
2. Elevated Hand Care
On practically every single corner in Seoul's hip Seongsu-dong neighborhood (often dubbed the Brooklyn of Seoul), you'll find a different brand specializing in chic hand soap, hand lotion, body wash, and more. They all look a little bit like Aesop, in trendy packaging that looks good on a bathroom counter or inside your purse. But the price is far less. I went inside so many of these stores and struggled not to purchase everything. A few of the biggest brands? Tamburins, Hetras, and Shiro—all of which are fairly priced but feature unique and luxe scent combos.
3. Lift and Tone
Everyone is feeling the weight of the world on their face these days, I guess. In Olive Young, products designed to lift and plump your skin lined the walls. Masks that hug your jawline and physically push it up were everywhere—think of them like the SKIMS face shapewear, but in a gel sheet mask that delivers collagen-boosting ingredients. “They are like a custom fit for your face, delivering hydration or treatment ingredients more effectively,” Chung Park says. She explains they're especially great for lifting, firming, and hydrating areas that are not easy to treat, like the jawline or chin. “As someone whose primary beauty concern is a sagging jawline, not only do 3D masks help depuff and firm with active ingredients, but the masks themselves use a design that literally lifts the physical sheet to tighten the skin," says Chung Park.
Bioheal's Priobioderm line features a mix of masks and creams to tighten and lift skin and was noted as a "best new product" all over every Olive Young I went inside. The formulas are packed with peptides to encourage collagen and elastin production to make your skin more taught and plump over time.
4. All Hail Salmon Sperm
If you haven't seen the PDRN surge all over your social media feeds yet, welcome. PDRN is derived from salmon sperm (yes, really) and boasts some impressive hydrating and collagen-boosting benefits. People even get PDRN injections to regenerate and repair the skin barrier, improving overall brightness, texture, and hydration. But if a pricey appointment or needles aren't your vibe (relatable), some of these PDRN-infused topicals boast some incredible collagen-producing, smoothing, and moisture-locking results. From hydrating serums to overnight masks, you can find PDRN in sooo many Korean skincare lines these days. I've been testing PDRN products for months, and my go-tos are Mixsoon's PDRN Hydrating Collagen Gel Cream (lightweight and great for acne-prone skin), as well as Abib's PDRN Collagen Overnight Mask (v moisturizing at night).
5. Milky Toners
"The big trend in toners right now is all things milky,” says Chung Park. While toners themselves aren’t new, a wave of innovative, thicker-textured formulas is giving the category a modern refresh. These soothing toners are packed with hydrators like rice and plant extracts that are especially ideal for calming inflammation and creating a canvas for that coveted glass-skin finish. You can officially say goodbye to the overly drying alcohol and witch hazel toners of the past. Instead, try something like TirTir's Milk Skin Rice Toner or Belif's Moisturizing Bomb Hydrating Toner. Both can be patted onto skin morning and night, in between steps to add hydration, or even as a moisturizer if your skin is oil-prone.
6. Essences 2.0
The next step in your skincare routine after using a toner would be an essence. Short-ingredient list essences are ideal for layering to lock in hydration for the ultimate moisture cushion, and the shelf life is much longer since they don't run the risk of degrading or mixing with other ingredients.
Chung Park loves essences for delivering "deep, multi-layered hydration while soothing and revitalizing the skin.” It basically amps up your skin's moisture to get that silky and glassy finish. Some are so hydrating that they even moonlight as a moisturizer or treatment (hi, numbuzin No.9 Essence with NAD+ and peptides—it's an anti-aging powerhouse).
7. The Spicule Surge
Spicules—microscopic needles from marine sponges—are the buzzy new skincare MVPs shaking up our routines (also known as liquid microneedling). Popularized in high-tech Korean skin clinics, these tingly little particles create microchannels in the skin that "boost collagen, gently exfoliate, and allow your actives to penetrate deeper into the dermis," explains Chung Park.
"Think of them as nature’s version of microneedling—minus the price tag, pain, and downtime," says Chung Park. She adds that "some brands are now combining them with actives like peptides and PDRN, meaning they don’t just enhance your formulas’ effectiveness by creating pathways—they also deliver those powerhouse ingredients deep into the skin where they work best." I tested CNP PDRN + Tranexamic Acid Serum while in Korea to help with hyperpigmentation, and it was shockingly gentle but definitely helped smooth my skin.
Meet the expert:
Sarah Chung Park is the founder and CEO of Landing International and the creator of K-Beauty World.
Why trust Cosmopolitan?
Beth Gillette is the beauty editor at Cosmopolitan with seven years of experience researching, writing, and editing skincare stories.
Jill Di Donato is a beauty writer and editor with more than a decade of experience. She’s written for Byrdie, InStyle, The Los Angeles Times, and more. For this story, she consulted with K-Beauty experts for intel on the latest products, ingredients, and trends straight from Seoul.
Jill Di Donato has been a beauty writer and editor for over a decade. She’s written for Byrdie, InStyle, The Los Angeles Times, Shape, Brides, NYLON, Refinery 29, and more.
Beth Gillette is the beauty editor at Cosmopolitan, where she covers skincare, makeup, hair, nails, and more across digital and print. She can generally be found in bright eyeshadow furiously typing her latest feature or hemming and hawing about a new product you "have to try." Prior to Cosmopolitan, she wrote and edited beauty content as an Editor at The Everygirl for four years. Follow her on Instagram for makeup selfies and a new hair 'do every few months.
