The success of K-beauty in the 2010s also helped launch trendsetting brands like Glow Recipe, Peach & Lily, and Then I Met You, labels that continue to shape the industry today. The current evolution of K-beauty, however, looks different from its debut more than a decade ago. In 2026, Korean brands are taking on a more clinical edge, emphasizing biotech-powered ingredients, dermatological validation, and an intentional focus on skin barrier health.

In the first quarter of 2026, K-beauty brands in prestige retail grew +23% in dollars and +24% in units sold, signaling strong consumer demand. This growth is partly fueled by an influx of new brands, with skincare dominating the category -- accounting for the majority of sales and all net gains -- as K-beauty makeup brands experience decline. Still, K-beauty represents just 3% of the total prestige retail market, indicating that while it is outpacing overall growth, it remains relatively small in reach.

In mass retail, K-beauty has a slightly larger presence, with a 6% share of the market. Skincare makes up a modestly larger portion of the category and is growing significantly faster at a rate of +35% in dollars, compared to makeup growth at +8%.

Looking ahead, K-beauty is well positioned for continued growth as it aligns with rising demand for efficacy, transparency, and science-backed results. Its strong presence on TikTok, where seven of the top ten skincare brands are of Korean heritage, further amplifies its influence. With a compelling mix of innovation, ingredient storytelling, and accessible pricing, K-beauty continues to gain momentum while reshaping expectations across the broader beauty landscape.