In 2026, K-beauty industry is being propelled by “Microbiome” technology, which enhances the skin’s natural resilience, alongside sustainable “Eco-Friendly Refillable Packaging.” Beyond conventional cosmetics, “Slow-Aging” products that balance the skin’s microbial ecosystem are gaining significant traction among global consumers.
Leading Korean beauty brands have introduced sophisticated “Semi-Permanent Refillable Containers” to minimize plastic waste, successfully capturing the interests of the global Gen Z, who prioritize ethical and value-based consumption.
Industry experts predict that K-Beauty will reach new heights this year by integrating biotechnology with packaging innovation, moving beyond ingredient safety to holistic sustainability.
Male consumers are emerging as a powerful growth driver in the K-beauty industry, prompting rapid investment and innovation among cosmetics companies.
Once limited to basic skincare such as toners and lotions, the men’s beauty market is now expanding into color cosmetics, fragrances, and scalp care, establishing “men’s grooming” as a mainstream lifestyle trend.
Recent data highlights this shift. According to Mintel, nearly half of Korean men aged 18 to 24 wear makeup, and 17% report doing so daily. In response, leading Korean cosmetics manufacturers and ODM companies are accelerating development of male-focused lines. Cosmax is developing microbiome-based products using ingredients that control sebum and improve pores, while Korea Kolmar is strengthening its lines focused on hair loss, scalp care, and whitening functionality.
Major corporations are also joining the movement. Amorepacific has expanded the “Homme” lines within its flagship brands like Laneige and Hera, and has strengthened collaborations with male beauty influencers. Meanwhile, Prep by B.Ready surpassed 100,000 units sold within three months of its launch, demonstrating the vast growth potential of the men’s beauty sector.
The Korean Cultural Center in Belgium and the EU will host a large-scale cultural festival, “Unboxing Korea: Scoop the Trend,” in the heart of Brussels from October 18 to 19 (local time).
Now in its second year, the festival offers visitors a chance to experience the full spectrum of Korean culture — from K-culture, K-beauty, and K-food to K-tourism — all in one place. The event aims to showcase both the emotional depth and industrial power of modern Korean culture.
The festival will take place across two main venues. At the Korean Cultural Center, guests can explore the K-Beauty Zone and K-Tourism Zone, while Place de la Chapelle, one of Brussels’ most popular spots, will transform into the K-Culture Zone and K-Food Zone.
A highlight of the K-Culture Zone will be the “K-pop Demon Hunters Zone”, created in collaboration with Netflix EU, where visitors can try on hanbok and traditional accessories for photo experiences. There will also be K-pop cover dance performances and traditional craft workshops, offering European audiences a hands-on taste of Korean creativity.
At the K-Food Zone, Korean rice-based food companies will present tteokbokki, traditional liquor cocktails, and Korean-style desserts. The K-Beauty Zone will feature small and medium enterprises showcasing their products through personal color analysis sessions and live makeup demonstrations. The K-Tourism Zone will include Korean travel tarot readings, Jeju keyring crafts, and photo booth experiences.
“Unboxing Korea” serves as more than just a festival — it’s a global cultural exchange platform that blends Korea’s artistic spirit with its contemporary lifestyle and industry trends.
CJ Olive Young opened a personal-care pop-up store “HEBA Lounge” at Trendpot by Olive Young in Hongdae on the 10th, running through October 26.
The pop-up embraces Gen Z’s self-care trend by redefining showering — not merely as hygiene, but as part of one’s daily beauty ritual, introducing the concepts of “Daily Shower” and “Special Shower.”
Inspired by trending social media keywords like Skinification and GlassHair, the event highlights the growing interest in hair and body care routines.
Participating brands include Labo H, Pino, Illiyoon, and Nutserin, offering around 40 products from Olive Young’s leading personal-care lines. Visitors can experience customized care programs targeting concerns such as hairline coverage, damaged hair, body firmness, and skin balance.
Divided into four experiential zones, the pop-up begins with a brief checklist at reception, after which attendees receive tailored beauty recommendations.
Interactive programs such as the “Hairline Filling Experience” and “Damaged Hair Ribbon Tunnel” allow visitors to test flagship products firsthand.
Korea’s leading liposuction-specialized medical institution, 365mc, has officially entered the U.S. market, announcing the grand opening of its Los Angeles branch.
The “365mc LA Grand Opening Ceremony” was attended by CEO Kim Nam-chul, the local medical team, and key figures from the Orange County Chamber of Commerce, celebrating the milestone opening.
Performing over 30,000 partial obesity treatments annually, 365mc’s LA branch will center its services on the clinic’s proprietary non-invasive liposuction injection, LAMS (Local Anesthetic Minimal-invasive Solution). This treatment minimizes incisions through local anesthesia, improving both safety and patient satisfaction.
The clinic’s medical director, Dr. Angie Trias Sanchez, and co-director, Dr. Maria Samanda Layson, both completed training in Korea and received the symbolic “Orange Gown” certification.
Dr. Sanchez stated, “K-LAMS represents an innovative technology rarely seen in the U.S., and this opening marks a new milestone in elevating the global reputation of K-Medical.”
As the economy slows, “ultra-low-cost cosmetics” are making a comeback, creating a sensation across Korea. Major retailers and fashion platforms are launching affordable beauty lines, capturing the attention and wallets of consumers.
Musinsa’s new skincare line under its “Musinsa Standard Beauty” brand has sold out shortly after release. According to the retail industry, the line — launched on August 30 — includes eight basic items such as cleansing foam, toner, and serum. Each product is priced between ₩3,900 and ₩5,900, meaning that even purchasing the entire line costs less than ₩20,000. Developed in collaboration with ODM specialist Cosmax, the products have earned credibility for quality, as Cosmax has produced for numerous global beauty brands.
In April, E-Mart also teamed up with LG Household & Health Care to launch a “₩4,950 flat-price” beauty line — even cheaper than Daiso, long known for its budget cosmetics.
An industry insider commented, “From fashion platforms to convenience stores and major distributors, more companies are joining the ultra-low-price competition, reshaping the entire beauty market’s pricing structure. As practical spending trends continue, the popularity of low-cost cosmetics will likely remain strong.”
Real Barrier has released three limited-edition products in collaboration with Pogon Village.
The packaging follows the “Happy Barrier Day!” concept, featuring the characters Ddakjwi and Fairy Mouse celebrating the brand’s 10th anniversary, enhancing its collectible appeal. The lineup includes: △ Extreme Cream Original △ Extreme Cream Light △ Cera Hydrating Barrier Sun Cream. The flagship Extreme Cream Original is a certified functional product for skin barrier recovery and a bestseller with over 2.5 million units sold. The Light version offers lightweight, refreshing hydration, while the sun cream provides 12-hour UV protection and moisture retention.
It will also be available as an Olive Young exclusive set, with buyers receiving Pogon Village-themed gifts such as a keyring, scrunchie, and sticker.
This partnership highlights the brand’s expertise while adding a fun touch through characters beloved by the MZ generation.
Korean premium hair salon brand WENEED will open its first store in Nagoya, Japan this October, marking its entry into the overseas market.
WENEED operates 31 salons across Korea and has gained attention for its designer-centered management philosophy. The Japan launch is made possible through a partnership with COMS Group, a company with 50 years of history, and introduces a “shared salon model” to the Japanese market for the first time. Under this structure, designers freely utilize salon space, while the headquarters provides marketing and training support—a rare format in Japan.
WENEED is setting itself apart with the strategy of being “the place to experience Korea’s latest hair trends first.” At the Nagoya location, renowned Korean designers will hold monthly seminars to train local stylists in the newest K-beauty styles, while customers will have early access to the trendiest looks.
Starting with Nagoya, WENEED plans to expand to major Japanese cities including Osaka, Kyoto, and Tokyo. The company emphasized, “This entry into Japan marks the first step in sharing K-beauty with the world,” expressing its ambition for global expansion.
The beauty industry is increasingly embracing “hybrid beauty,” a trend that blurs the line between skincare and makeup.
Korean brand The Saem has drawn attention with its launch of the “Skin Perfection Glutathione Toning Cushion,” which contains 64% skincare ingredients. The product provides both blemish coverage and skin tone improvement while reducing skin burden with ingredients such as glutathione, vitamin C, and Madecawhite.
Global ODM company Cosmax has developed a powder formulation infused with brightening ingredients, applying skincare benefits to color cosmetics like blushers and highlighters. Further expansion is expected, including products with moisturizing and wrinkle-improving functions.
Meanwhile, global brands are also joining the hybrid beauty race: Benefit introduced a foundation enriched with niacinamide and rosehip extract, while Laura Mercier unveiled a hydrating fixer that combines moisturizing and fixing functions.
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