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Western beauty brands continue to draw heavily from K-beauty’s playbook in 2025, adopting its skin care-first philosophy, multi-functional product formats, and ingredient innovations to meet evolving consumer expectations.
According to a recent report by Inkwood Research, the North America K-beauty products market is estimated to progress with a CAGR of 10.02% through 2032, and as CosmeticsDesign US previously reported last year, the B2B beauty platform Landing International has predicted a projected market share of the $9.9 billion in the same forecasted period.
We spoke to Kimberly Carney, founder and CEO of B2B2C global platform GlossWire, as a follow-up to our previous report for a fresh look at the current state of K-beauty trends in the US. Carney shared her insights into how the trend continues to profoundly impact the US market, calling it a catalyst for more holistic and personalized beauty approaches in the West.
Untangling the shifts in consumer demand
“K-beauty has had a significant influence on Western beauty trends, largely by introducing a more holistic, skin-focused approach to beauty and making beauty feel more personalized and accessible,” Carney began.
She pointed to the widespread embrace of concepts like essence, sheet masks, and ingredients such as snail mucin and centella asiatica as clear signs of K-beauty’s integration into Western routines. “Beyond just products, K-beauty has also influenced packaging aesthetics and marketing strategies that emphasize gentle, natural, and science-backed formulas,” she explained.
Key product innovations from K-beauty — including essences, ampoules, and cushion compacts — have pushed Western brands toward skin care-first formulations and elevated user experience expectations, Carney noted, citing textures like sleeping masks and jelly cleansers that have expanded consumer preferences.
The shift toward skin care-focused makeup has also reshaped demand. “K-beauty has significantly influenced consumer preferences by shifting the focus toward skin care-first makeup and multi-functional beauty products,” she explained.
She observed rising interest in BB creams, tinted moisturizers, and hybrid products that combine coverage with hydration, sun protection, and anti-aging benefits. “At GlossWire, we have seen this shift firsthand with the growing popularity of our K-beauty brands.”
Predicting the future in product and packaging innovation
Looking ahead, she pointed to fermented rice, ginseng, and mugwort as ingredients gaining traction for their brightening and anti-aging properties. “Lightweight gel creams, jelly-like serums, and essence-toners are also predicted to trend due to their fast-absorbing, layer-friendly textures,” she said.
According to Carney, the growing demand reflects a consumer shift toward gentle, high-performance formulas focused on skin barrier care and minimalist routines.
For brands aiming to integrate K-beauty influences successfully, she advised focusing on authenticity and education. “It is important to go beyond following the trends and truly understand the philosophy behind K-beauty — prioritizing skin health, gentle formulations, and multi-functional benefits,” she said.
She emphasized that educating consumers on usage and efficacy is key to building loyalty: “Brands who thoughtfully adapt K-beauty principles while staying true to their own identity tend to resonate more deeply with modern beauty consumers.”
Beyond formulations, K-beauty’s influence extends into packaging and consumer engagement. “K-beauty has significantly shaped Western beauty marketing, packaging, and consumer engagement by prioritizing transparency, inclusivity, and personalization,” Carney stated.
She noted that minimalistic, sustainable packaging and the rise of skin-first narratives have become standard. “At GlossWire, we see firsthand how these strategies are being embraced by K-beauty brands, who continue to innovate in both product and digital engagement to create loyal communities,” she concluded.
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