From Skincare to Makeup: Why K-Beauty Sets the Trend Worldwide

Once seen as a niche category, Korean beauty is now a global benchmark, inspiring Western brands and reshaping consumer expectations with its innovation, skin-first philosophy, and trend-setting routines.

In the first quarter of this year alone, Korean cosmetics exports to the U.S. reached a record-breaking $440 million — a clear sign of K-Beauty’s accelerating global influence.

Today’s second wave of K-Beauty success is driven by: 🔹 A shift toward skincare-focused makeup 🔹 Viral content on TikTok and other social platforms 🔹 A growing demand for healthy, radiant skin over full-coverage looks

We have seen this in our partners- Parnell, a leading K-beauty brand, now branching into color cosmetics with the launch of 40 shades of their Cicamanu Serum Cushion — a foundation that doubles as skincare, using natural ingredients to target a wide range of skin concerns.

This growing move from skincare brands into makeup reflects a deeper change: Beauty is no longer just about coverage — it’s about care.