K-beauty from South Korea, whose philosophy focuses on innovative, gentle and effective formulations, is increasingly shifting towards modern skin technologies as well as diversity and inclusivity, following on from playful sheet masks, snail secretion filtrates and iconic ten-step routines. According to the study "From Seoul to the USA" by international market research agency Mintel and Black Swan Data, AI-supported skin diagnostics, microbiome-focused formulations and personalised hybrid products will shape the future of South Korean cosmetics. K-beauty has become a force that strongly influences Western skincare and cosmetics and sets standards for innovation, effectiveness and experiences in the beauty industry, according to the study.

Between Gwang and minimalism

A key difference between Korea and the West lies in philosophy: while K-beauty traditionally prioritises multi-layered skincare with the ideal of "gwang" – healthy, radiant skin – Western consumers increasingly prefer minimalist skincare routines. There is growing interest in combination products that combine skincare and decorative effects and promise immediately visible results. In addition, inclusivity is a decisive criterion in the West: consumers expect products that suit different skin tones, types and stages of life. Mintel also notes that there is growing demand for products that take environmental factors and seasonal stresses into account.

Growing with inclusive beauty

Overall, the study shows that K-beauty is on its way to evolving from a niche category into a global force for innovation. The number of Korean-made skincare products on the US market has already risen by 20 per cent, while the number of US products has fallen by 16 per cent. Large retail chains are increasingly focusing on K-beauty brands. The first brands are already responding by offering tinted sunscreen products or foundations for darker skin tones. The study also outlines initial product ideas for the next wave of innovation. These include a universal glow moisturiser for all skin tones, a nourishing Sea-Gwang mask with marine and probiotic ingredients, and a refreshing glow mist that combines moisture and radiance. According to Mintel, future success will depend on how well brands manage to combine technological advances with inclusive and culturally diverse beauty ideals.