2025年韩妆新潮流报告

NEW WAVE OF K-BEAUTY:SOUTH KOREA’S TRENDINGINNOVATIONS IN SKINCARE &COLOR COSMETICS WHO ARE WE? ELEONORA MAZZILLI YARDEN HORWITZCo-Founder & PresidentSpate Trend Localization & Business DevelopmentDirector for North America,BEAUTYSTREAMS QUESTIONS WE’LL ANSWER Which K Beauty trends are here to stay,and which should you keep an eye on?1 How can brands use Naver insights toinform NPD and positioning in S. Korea?3 What opportunities does consumer behavior inSouth Korea present for other markets?4 How does search behavior help decodeconsumer behavior in South Korea?2 METHODOLOGY Spate is an innovative data platform that allows users to discover and detect trends across Google search(Naver for South Korea) and TikTok. The Spate dashboard analyzes over20 billion search signalsandover60 million TikTok videosacross the globe to answer three crucial questions for the consumer goodsindustry. What’s the next big trend? Who’s owning the space? How to position the trend? PRE-SALES DATATO STAY AHEADOF CONSUMERTRENDS Social Mediais about consumers’aspirations. Consumers are building thepersona of who they want to be, notnecessarily reflecting their actualbehaviour. Google Search (or Naver), a “digital truthserum,” reveals an honest picture ofconsumer desires. People will searchsomething they may not be comfortableasking their mother or best friend.According to a correlative study, search is astrong indicator of future sales. BEAUTYSTREAMS METHODOLOGY 5 YEARS’ OUTLOOKBig-View PlanningLong-range societal &consumer movements FROM BIG IDEAS TOTANGIBLESTRATEGIES 3 YEARS’ OUTLOOKBeauty MovementsBeauty industry shifts for productdevelopment and ideation BEAUTYSTREAMSTrend Funnel™Methodology 2 YEARS’ OUTLOOKAesthetic Forecast”Look & feel” visualstorytelling concepts Stay innovative with the BEAUTYSTREAMSTrend Funnel Methodology™, whichconnects macro societal and consumerinsights to today’s market trends, ensuringthat you identify the right opportunities atthe right time. NOWMarket UpdatesDaily industry insights BEAUTYSTREAMS FORECAST BEAUTY MOVEMENTS2025-2028 THE K-BEAUTYMARKET AT AGLANCE INDUSTRY OVERVIEWTHE K-BEAUTY MARKET In the South Korean beautymarket, skincare is the largestcategory,followed by hair,fragrance, and makeup. FROM REGIONAL TO GLOBAL SOUTH KOREAN BEAUTY MARKET: US $25 BILLION SKINCARETRENDS BEAUTYSTREAMS POV “MAKE-UP-FICATION” OF SKINCARE “Solid mist”(Solid to Micro Mist Spray byLaundryou) “Lightstick lipbalm”(Fansignaling Lip BalmAespa by Amorepacific) BEAUTYSTREAMS POV CELL LONGEVITY “PDRN”(Deardot:PDRN Dangyuja Vitaglow Mask) “Face Serum Ampoules”(Innisfree: Retinol Green TeaPDRN Skinbooster Serum) Although the idea ofsalmon spermgenerates curiosityaround this trendyingredient, a smallsegment of consumersappears to be seekingplant-derivedalternatives. PdrnPdrn ampouleAnua PDRNPdrn injectionPdrn creamPDRN effectPDRN SerumPdrnSalmonpdrnInnisfree Retinol PDRN Pdrn ampouleSea grape ampouleEgf ampouleCeladics AmpouleDimar 3 Pore AmpouleBlemish ampouleMadeca ampouleGreen tomato pore ampoule Face serum ampoules aretrending upward. Ingredients likePDRNandconcerns likeblemisharefueling renewed consumercuriosity and sustainedmomentum. FACE SERUM AMPOULES INGREDIENT-LED SURGE IN SERUMAMPOULES Ingredient-led interest is fueling the rise of face serum ampoules. Terms like “green tomato pore ampoule” signalgrowing consumer attention toward targeted, benefit-specific formulations, with tomato, sea grape, and EGF leadingthe charge. FACE SERUM AMPOULES TOP BRANDS BEAUTYSTREAMS POV ACNE & POLLUTION-COMBATINGBARRIER CARE “Green Tomato”(Sungboon Editor: GreenTomato Pore LiftingAmpoule+) “Regenerating Cream”(Mild Lab®: Blue CentellaDerma Repair Cream) Searches reflect a growinginterest in skin regeneration,led by active ingredients likeEGF and terms tied todermatology and pharmacy. Regeneration creamEgf regeneration creamRegenerative cream recommendationDermatology regenerating creamPharmacy regenerating creamSkin regeneration cream This signals rising demandfor expert-backed,restorative skincare. +22.6%YEAR-OVER-YEARGROWTH REGENERATING CREAM RELATED CONCERNS HIGHLIGHTSKINCARE PRIORITIES Top concerns like acne, acne scars, and skin barrier repair are frequently searched alongside regenerating cream —highlighting consumer focus onrecovery and skin healthbenefits. REGENERATING CREAM TOP BRANDS BEAUTYSTREAMS POVBEAUTY MOVEMENTS IN FOCUS BEAUTYSTREAMS POVMARKET OPPORTUNITIES Focus onglow-giving,immediateresultscoupledwith long-termskin benefits. Searches forcutting-edgeingredients such ascell longevity-promotingPDRNare an indicationthat the“skintellectual”trendis goingstrong. Withpollutionand externalaggressorsakey concern forconsumers inSouth Koreancities,barriercare continuesto be important. MAKEUPTRENDS TOP MAKEUP TRENDS BYYOY GROWTH BEAUTYSTREAMS POV FAST GROWING MAKE-UP TRENDS Liquid & creamy textures blending make-up and skin careVersatile formats for cheek