K-BEAUTY: the brand new and also the somewhat strange ones to know

There K-Beauty It is more than fashionable right now. Over the past 10 years, some Korean brands have reached the mainstream American, including Cosrx and Laneige. And we saw Some Korean-American brands such as Glow Recipe and Peach & Lily collect success. In Italy, corners and shops zenee of Korean cosmetics, such as corner K and Miin Cosmetics, while Yepoda It is the first K-Beauty Brand to be destined only for a European audience.

The year of the great turning point was 2024, in which we witnessed a massive influx of Korean brands and trends. Among these, the very viral Solar Cremes of Beauty of Joseon, the fabric mask for the night of Biodance and the Mediheal toner pads. Once available only on Yesstyle, online retailer that sells Asian fashion and beauty products all over the world, or on the marketplace of Soko Glam, specialized in selected K-Beauty brands, Today these products have arrived on Amazon and Tiktok Shop, Where K-Beauty sales have splashed to the stars.

According to a report by Straits Researchit is expected that The K-Beauty will become a global business from 18.3 billion dollars (13.7 billion pounds) by 2030with a 9% annual growth from 2022 to the end of the decade. So, with the K-Beauty destined to conquer the market, and more generally the world of cosmetics, what should we expect exactly? Here are some brand new trends of 2025 (Spoiler: say by bye to Glass Skin), some also a little strange. What will we be kidnapped but also amazed in the near future?

Glass Skin? Passed! Now it’s time for the Plump Skin. This summer, in fact, officially marks the end of the era of glass skin, long considered the ultimate goal in scrutiny. In his place he takes foot more and more the ideal of compact, elastic and radiant skin, in fact Plump. It is characterized by good hydration and optimal levels of collagen and elastin. In short, the right products, like collagen rich creams, promise a full and bright face, but not. More mirror effect.

Three -dimensional fabric masks They are designed to adapt to each face curve, reaching every small corner and crack that a normal Sheet Mask may not cover. They are like a tailor -made mask for the face, which hydrates more effectively and are particularly suitable for lifting, firming and deflating areas difficult to treat, such as the jaw or the chin.

The glitter play a fundamental role in the K-BEAUTY and K-pop aesthetic, especially when it comes to Aegyo-Salthe effect of adipose bearing, the classic bag under the eyes, just below the lower eyelash line. The term Aegyo refers to a type of cute and playful pendant, and this detail of the make-up has become a distinctive sign between the K-pop idols which is highlighted even more with glitter stick or eyeshadows Shimmer To be spread under the eyes.

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K-Angle

An unusual tendency, the Jamsu (immerse), consists in Fasten the trick by immersing the face just encouraged in cold water. In practice, the foundation applies and then immerses its face in a large basin of icy water. It looks crazy, but the Koreans are convinced that it works. Why? Because it is known that cold water narrows the pores and creates an opaque effect on the skin. They also believe that it allows the foundation to merge with the dermiscreating an impeccable base for the application of makeup. This practice aims to help makeup stay in place, especially in hot and humid climates.

We know what you are thinking: pork collagen, really? Yes, it seems that it is better than the cattle: it has anti-aging properties, which makes it popular among the Korean. Don’t worry: pork collagen products they have a pleasant perfume And you won’t even realize that you have it on the face. Another strange product of animal origin that goes a lot in Korea is Horse oil, Fabulous if you have particularly dry skin. Horse animal fat produces, in fact, a lasting hydration that can maintain hydrated skin up to 72 hours! In addition, the Koreans love whitening products. Apparently, the linoleic oil of horse fat helps to fight dark spots, making it an indispensable product for those with non -uniform color problems.

The Modeling Mask They are an evolution of the classic fabric maskand present themselves like a dust which, mixed with water, turns into a thick pasta to be spread on the face with a spatula. Once dry, the mask takes on an elastic and rubbery consistency very easy to remove. Do not be fooled: the particular texture derives from marine algae, and has nothing artificial. Why try them? They adhere perfectly to the face, without slipping, and create a barrier that captures hydration and nutrients, preventing its evaporation and maximizing the benefits of each treatment. Their powder formulas then, in addition to being delicate on the skin, help toning it. But the real strength lies precisely in the experience: The DIY ritual, mixing the dust and applying the mask, becomes a moment of relaxation and well -being, perfect for taking care of itself, even in a fun way.

In addition to giving a pleasant sensory and fragrant experience, Shower filters (very requested in Korea) they bring different benefits since they contain, for example, vitamin C which promotes the well -being and good health of skin and hair. There are brands that have created real Vitamin Shower from revitalizing power. With filters that, among other things, remove the chlorine present in the water and regulate the pH of the skin. The fragrances are enveloping: Candy Cotton, lavender, mandarin, grapes, jasmine, pink, lemon, Cherry Blossom.

They are citrus fruits, but not the classic ones: the dandguja, Similar to orange, it contains a quantity of vitamin C four times higher than the one that can be found in a lemon. Still unknown in Italy, it is enjoying great success in cosmetics for its extraordinary beneficial properties. In addition to being rich in antioxidants, it has excellent moisturizing, lighting and regenerating properties for the skin. YuzuInstead, it is a citrus similar to a lemon but smaller and with a more irregular surface. Originally from Eastern Asia, it has a fresh and fruity aroma, it is used because it is aninfiammate, rich in vitamin C and antioxidants which protect against free radicals and pollution.