For many people here in America, olive young Known as the South Korea version of Sephora. It’s the leading beauty retailer, home to over 400 K-beauty brands, and you can literally spend half a day wandering the many aisles – which is what I did on a recent trip to Seoul. Ultimately, this was my chance to play with Korean formulations, to feel their gloriously bouncy texture, and not just imagine how it might apply from a sample via TikTok. Suffice it to say, I came back with a full suitcase of products. (Photo evidence below for any nonbelievers.)
“Olive Young is often described as ‘the playground for K-beauty,'” rena kimOlive Young’s senior manager of communications confirms. (The Olive Young I visited in Seongsu, the retailer’s largest location, has multiple floors and even two cafes — definitely my kind of playground.) “It’s not just about buying a product. It’s about discovering, testing, and getting curated recommendations. The in-store experience is immersive and interactive.” And in just a few months, that in-store experience is headed stateside: Olive Young is opening its first flagship store in Pasadena, California, on May 22 and a secret preview shop at Westfield Century City on May 1.
This doesn’t mean you should plan a trip to California to experience the magic IRL. Also a K-Beauty legend Partnership with SephoraA dedicated K-Beauty zone is being offered both online and in-store in the latter half of the year. it is Huge News for us beauty lovers, given that K-beauty trends in America can differ greatly from the formulas Koreans actually hold dear. Sorry to say, but that TikTok viral moisturizer can’t actually happen He Hot in Seoul, the mecca of beauty innovation.
Kim further explains, “K-beauty in the US has been driven by viral marketing and trend-driven promotions tailored to American audiences. Meanwhile, the products that are actually preferred by Korean consumers and those that international visitors actively seek out when shopping in Korea can be quite different.” Olive Young effectively bridges that information gap, which, in turn, helps American buyers see what Kim calls “a more evolved version of K-beauty.”
While we wait a few months for the novelty to be revealed, you can get the product Olive Young’s global website (ahem, over $60 with free shipping), which begs the question: Which K-beauty items should you try first? Below, find out what’s really trending in Korea and the products I personally refuse to give up.
What beauty trends are popular in Korea right now?
South Korea is known for being light years ahead of the US when it comes to beauty innovation (Spicules, salmon sperm, and exosomes were popular there long before they entered Western beauty conversations), so of course I had to ask Kim what’s really trending in Korea at the moment. There’s a good chance we’ll see those patterns diminish over the next several months.
Overall, “the ‘slow aging’ lifestyle trend continues to shape the beauty category,” she says. “Consumers are moving toward more customized skin care routines, using serums, ampoules, essences and creams with ingredients targeted to address specific concerns like pores, dark spots and post-acne scars.” In terms of ingredient trends, she tells me that searches for retinol, niacinamide, collagen, hyaluronic acid, PDRN (derived from the aforementioned salmon sperm) and madecasoside remain strong at retailers. That final player, for those unfamiliar, is a compound from the Centella asiatica plant that is known for Soothing, skin repairing benefits. “Notably, searches for niacinamide increased 26% year-over-year, while PDRN increased by over 90%, reflecting the growing awareness of functional, results-driven skin care,” she adds.
As far as product specifications are concerned? The innovative cream transcends other hydrating heroes like serums and toners. From January to February 2026, compared to the same period last year, “searches for ‘capsule cream’ increased by 1,379%, and searches for ‘gel cream’ increased by 196%,” she says. The capsule cream definitely piqued my interest while I was in Seoul; Essentially, these moisturizers contain tiny capsules of active ingredients (for example, collagen or vitamin C) that burst upon application and deliver said active ingredients in their freshest and most potent form.
“We’re also seeing increased interest in moisture-focused products like ‘cleansing milk’, ‘sun serum’ and ‘lip serum’,” says Kim. “At the same time, playful and sensual formats are gaining attention. For example, searches for ‘bubble serum’ have increased by more than 2,800%, and searches for ‘bubble toner’ have increased by nearly 420%.” Consider me affected by bubble mania. Since returning home from Seoul, I’ve incorporated two bubbly formulas into my daily routine, which you can find below.
Shop popular products in Korea now
mediheal
Madecoside Toner Pads
toner pad Are a mainstay of K-beauty. Think of these as small, targeted sheet masks. Instead of moving one across your skin, you’ll grab two or three and place them on specific areas you want to soothe, hydrate, refine or brighten. These madecasoside-infused pads from Mediheal are top-notch at soothing breakouts, reducing inflammation, and providing an instant soothing effect. Kim told me that these were best-sellers during Olive Young’s first sale of the year from March 1 to 7, but you can also get six other versions containing PDRN, Vitamin C, Hyaluronic Acid, Tea Tree, Phyto-Enzymes, or Collagen.
Anua
PDRN Hyaluronic Acid Capsules 100 Serum
In Korea, PDRN isn’t going anywhere, but it’s now being mixed with other skin care heroes—retinol, peptides, niacinamide, etc. This serum combines a salmon-derived ingredient with 11 types of hyaluronic acid and low molecular weight collagen for skin that’s impossibly bouncy and hydrated.
unov
Deep Damage Treatment – Double Pack
Interestingly, a hair mask earns a best-seller spot at Olive Young, but when you realize just how potent this protein-rich formula is, you’ll quickly understand why it’s such a winner. Containing 31 proteins and amino acids and five plant-based oils to smooth and seal hair cuticles, this conditioner replacement leaves your hair feeling impossibly silky. In fact, it went viral because of its “glass hair” effect.
toridan
Dive into Low Molecular Hyaluronic Acid Mask Sheets
Walk into an Olive Young store like I did, and chances are you’ll be quite overwhelmed by the wall of sheet masks. Which serum-soaked sheets should you choose? According to the brand, Toridan’s Deep Hydrating No. 1 is a popular choice because it contains an impressive amount of low molecular weight hyaluronic acid (similar to the brand’s standalone serum) to plump up skin with moisture. Reviewers also claim that it adheres well to the skin, which is a feat for normally slippery hydrating masks that easily slide off your face.
centillion24
Madeca Cream Time Reverse
Clinically tested to slow the effects of aging for people in their 20s and 30s, this firming cream instantly plumps skin and keeps it looking younger longer. In fact, the brand conducted a “goggle test” and found that the formula improved those indentations by 714.63% after just five seconds. Yep, you read that right.
skin1004
Madagascar Centella Hyalu-Sika Water-Fit Sun Serum – Twin Pack
Of course, I have to include a sunscreen or two! I brought home an embarrassing amount of SPF bottles from Seoul (Here, my all time favorite), because Korean sunscreens are known for their sensually elegant formulas. (In Korea, sunscreen is considered a cosmetic, not a drug like in the US, so they can count on new, innovative filters without the white cast and thick, greasy residue.) This SPF 50 from Skin1004 boasts serum-like levels of hyaluronic acid and a lightweight, watery texture for A+ application pre-makeup. It’s no wonder Kim calls it a best-seller.
estura
Etobarrier 365 Cream Set
sensitive skin? Pimple? fine lines? Astura’s Barrier Cream targets all of this with long-chain, high-density ceramides and fatty acids that actually soften the complexion. I personally picked this up during my trip to Seoul and am yet to find another hydrator that gives me a similar cashmere-like texture. With this best-selling set, you’ll receive not only the favorite barrier cream but also the matching cleansing milk and a smaller version perfect for travel. Win, win.
clarify
Mung Bean pH-Balanced Cleansing Foam Double Pack (+ Coin Purse)
Foam cleansers usually give me trouble. No matter how hydrating they claim to be, most leave my skin feeling tight and itchy after washing. This is not a number containing moong powder. In fact, it was observed to visibly reduce redness after 30 minutes and increase skin moisture after two weeks of use – practically unheard of for such a purifying formula. If you’re looking for a deep cleanse that won’t strip your skin of its precious oils (which, ah, often causes this) More breakouts), this is the Goldilocks cleanser for you.
medicube
PDRN Pink Collagen Capsule Cream Set
Do you remember those innovative capsule creams I discussed above? Well, Medicube’s concentrated formula with poppable PDRN capsules is one of the most popular in the game that leaves skin glowing and firm. Trust me, the glow of the glass skin upon application is noticeable.
round laboratory
Birch Juice Moisturizing Sun Serum Set
I already have Birch Lab’s Moisturizing Sunscreen and I’m crazy about its light, creamy texture that disappears upon application and its deeply hydrating, skin-smoothing formula. The brand’s sun serum (recommended by Kim) is next on my list, mainly because I can’t imagine how a sunscreen could feel even lighter than the cream I already own. Containing vegan PDRN and birch sap sap, it feels more like a milky serum than a sunscreen — perfect for oily and acne-prone complexions or those looking for a refreshing SPF 50 in the summer.
menokin
30 Second Instant Bubble Mask Set (+Pack Brush)
Last but not least – Buzzy Bubble Mask. You can’t go wrong with any of the three variants (choose Revital for glow, Moist for hydration, and Lift for firmness), but Kim shared in Seoul that the pink bottle, infused with rose-derived PDRN and NAD, is the most popular. (Although, I’ve personally turned to Moist for my constantly flaky skin.) Regardless of the formula, you only need 30 seconds to reap its benefits; Airy bubbles will form immediately, and will leave a slight tingling sensation as they begin to form. It’s intended to simulate a 20-minute treatment in a fraction of the time, and I can attest to its glassy, post-facial effects. Now, I won’t rest until I’ve tried all three!
