Key Takeaways:
South Korea is the world's fifth-largest beauty market and the leader in per capita spending, with consumers average spend $493 a year. Trends born in the region often set the tone globally, fueled by a powerful domestic industry exporting $9.35B in cosmetics annually.
Spate x BEAUTYSTREAMS New Wave of K-Beauty: South Korea’s Trending Innovations In Skincare & Color Cosmetics Report reflects a consumer base that is informed, intentional, and ingredient-obsessed. The report harnesses Spate’s data platform to discover and detect trends across Google search (Naver in South Korea) and TikTok—analyzing over 20B search signals and 60M TikTok videos to answer three critical questions for the consumer goods industry: What’s the next big trend? Who’s owning the space? How can brands position the trend?
The results found that in the K-beauty market, skincare leads with 10.9M in average monthly searches, followed by hair (8.6M), fragrance (4.2M), and makeup (3.2M). Demand is shifting toward precision beauty—from polydeoxyribonucleotide production (PDRN) to Epidermal Growth Factor (EGF)—packed ampoules and noninvasive treatments like potenza and ultherapy. Clinical credibility is also key, with rising interest in pharmacy-linked products and dermatology-inspired care. This signals a market where efficacy, education, and measurable results drive clicks, and where today’s K-beauty innovations become tomorrow’s global trends.
BeautyMatter breaks down the study’s key data points.
Skincare Trends:
The top skincare trends driving the most significant change in search volume:
The top skincare trends driving the highest growth in search volume:
Trend Spotlight: PDRN
The report spotlights PDRN—a compound derived from DNA fragments that helps promote tissue repair, reduce inflammation, and stimulate skin regeneration—as a soaring trend in the South Korean market. PDRN has a 78K average monthly search rate, seeing 58.9% YoY growth.
Key terms associated with PDRN searches include:
The top formats in monthly search volume were:
Although commonly associated with salmon sperm, consumers are looking into plant-derived alternatives to the ingredient. Concerns such as blemishes are fueling consumer curiosity around PDRN.
Trend Spotlight: Serum Ampoules
Face serum ampoules are also popular with 311K monthly average searches and 16.1% YoY growth. Ingredient-led interest is powering the rise. Terms like “green tomato pore ampoule” signal growing consumer attention toward targeted, benefit-specific formulations, with tomato, sea grape, and EGF leading the charge.
Key terms associated with serum ampoule searches include:
Top serum ampoule ingredients in monthly search volume were:
Top brands alongside serum ampoule by monthly searches were:
Trend Spotlight: Acne and Pollution-Combating Barrier Care
Searches reflect a growing interest in skin regeneration through acne and pollution-combating barrier care, led by active ingredients like EGF and terms tied to dermatology and pharmacy. This signals rising demand for expert-backed, restorative skincare. Regenerating cream has a 170.7K average monthly searches, a 22% YoY growth.
Key terms associated with acne and pollution-combating barrier care were:
Top skincare concerns associated with regenerative skincare in monthly searches include:
Top Brands for regenerative cream by monthly searches were:
Makeup Trends:
The top makeup trends driving the most significant change in search volume were:
The top makeup trends driving the highest growth in search volume include:
Trend Spotlight: Highlighter
Searches for highlighter recommendations suggest consumers are still looking for their go-to product, offering brands the chance to guide discovery and build loyalty. Highlighter has an average of 32.4K monthly searches, growing at 2% YoY.
Though smaller in search volume, interest in shades like pink and blue, as well as matte-effect highlighters, suggests that Korean consumers are not just seeking glow—they’re looking for products that visibly brighten and enhance specific areas of the face.
Top terms associated with highlighter in average monthly searches were:
Top Brands associated with highlighter by monthly searches were:
Skincare and Makeup Service Trends
The top skin and makeup service trends driving the most significant change in search volume include:
The top skin and makeup service trends driving the highest growth in search volume include:
Trend Spotlight: Potenza
Searches suggest that consumers are in their research phase of Potenzaa microneedling treatment that uses radiofrequency energy to stimulate collagen production, improve skin texture, and address concerns like fine lines, acne scars, and sagging skin. Potenza has 67.2K average monthly searches, at a 35.6% YoY growth rate.
Top terms associated with Potenza in average monthly searches were:
From DNA-derived actives to high-tech skincare treatments, South Korea’s beauty scene is blending science, style, and consumer savvy. The result is a fast-moving, influence-rich landscape where today’s niche searches can become tomorrow’s global bestsellers.
