In 2013, my husband, Dave, and I lugged a beat-up, fire-engine-red suitcase filled with sheet masks, toner, snail cream, and acne patches to Hester Street Fair, a weekend market on the Lower East Side. We were one of the lucky vendors who acquired a table for a few hundred dollars and proudly displayed K-beauty products on a modest folding table draped with cloth. Behind us we hung a DIY sign with bold black precut letters that read: “Soko Glam: Korea’s beauty revolution is here.” That afternoon, I embarrassingly realized that no one knew what a sheet mask was.
Fast forward to 2025 and Korean skincare is heating up. It’s like a hot, multi-billion dollar world domination. Korean beauty products are exported to the US For the first time ever, it surpassed French cosmetics. Scroll through TikTok and see Cardi B and you’ll see that things have changed sell shamelessly This is the fourth set of Korean beauty products she has purchased this month.
Korean beauty is not instantaneous. It’s movement. as co-founder of soco glamI’ve seen how K-beauty can reshape the world’s skin care from the sunscreens they actually use. want Layer your skin’s most radiant toner with endless reapplication. The reason is simple and clear: innovation. Today I’m here, not as your oracle, but as a K-beauty insider, to break down the biggest innovations of the past year and share what you should be looking out for in 2026 with your hard-earned money.
Give your all to PDRN
PDRN, also known as polydeoxyribonucleotide, made a splash on social media as a salmon DNA injection, but we’ve seen it transform into a “medical-to-cosmetic” innovation through plant-based alternatives, serums and creams. I believe that by 2026 PDRN will be ubiquitous and officially included in every Korean skin care lineup, but I’m wary of trusting every PDRN drug that comes out because some brands are just riding on the hype while ignoring the science.
My choice: My first real PDRN love was Iope’s Caffeine Shot Serum. Honestly, it’s still one of my favorite plumping serums. The brand uses meaningful concentrations of PDRN extract and caffeine to improve elasticity and smoothness and give your skin the elasticity it needs. I believe in Iope’s because it is one of the first products to market and most importantly, it is backed by tons of clinical research (which I have personally seen) to prove its claims.
Korean sunscreen (FDA version)
In 2025, every TikToker officially freaked out when they heard that the FDA had banned Korean sunscreen due to unapproved filters in the US. My favorite Korean sunscreen suddenly sold out, and I had to test questionable overseas sites with long shipping and delivery times to get it. Korean brands scrambled to get their sunscreen approved by the U.S. Food and Drug Administration, but it turned out to be just fine. With so many brands now reformulating their favorites, new sunsticks and sunscreens are just as easy to apply, don’t leave a white cast, and are being used often again. Thank God for Korean innovation. Now, I can only hope that the tariffs will be abolished next time.
Aviv
Airy Sunstick Smoothing Bar SPF 50+
my choice: Aviv Airy Sunstick Smoothing Bar is incredibly transparent and glides on like a cloud. There is no sticky feeling and it is easy to reapply as many times as you like. The shape makes it easy to apply to hard-to-apply areas such as around the nose and under the eyes.
round lab
Birch Juice Moisturizing UVLOCK SPF 45 Broad Spectrum
My choice: Round Lab Birch Juice Moisturizing UV Lock SPF 45 has a cooling feel when applied and leaves a moisturizing but non-shiny finish. It’s affordable, doesn’t pill, and is reasonably priced, so I keep picking it up.
At-home maintenance: Facial beauty devices inspired by the office
Medicube took 2026 by storm thanks to the viral Medicube Booster Pro series, creating one of South Korea’s youngest billionaires. Everyone and their mom asked me if the device was worth it. And my answer? yes. However, buy on sale, as most offer discounts off the retail price. Now, from everyone. LG beauty And since Shark is focused on the facial beauty game, I say give it a try! This means better prices and better technology for all of us.
My choice: Medicube Booster Pro, of course, when used consistently (weekly in my case), provides the most noticeable lift and improved firmness I’ve ever seen. My skin looks more juicy overall and I love that I can pair it with my favorite serums (like Iope PDRN Caffeine Shot Serum). If you’re going to invest in one device in 2026, this is it.
The (outdated) rise of Korean makeup
Stroll through Seungsoo, Seoul’s Brooklyn neighborhood, and you’ll notice that color cosmetics stores are crowded with people. 2026 wasn’t just about Korean skin care. It was the year that Korean makeup exploded worldwide. With so many Korean makeup brands being hyped, which brand do you think is better than the others?
Rom & And
Glazing color gloss
My choice: Romn&d is clearly one of the biggest names in K makeup. Once you try Rom&nd’s Korean lipstick, you will experience what glass lipstick feels like. My favorites are the shimmery colored glosses. With its reflective shine, weightless feel, and long-lasting color, anyone can become an evangelist for this line. Everyone I’ve talked to, from Gen A to Gen X, agrees that Rom&nd is their favorite product of 2026.
Exosome conspiracy
South Korea was once known for its gentle, moisturizing approach to skincare, but times are changing. Exosomes have officially arrived through microscopic vesicles to increase collagen and improve texture. This process can cause irritation, so the Korean brand actively promotes that the experience is extremely painful and asks you to intentionally choose your formula based on your pain tolerance level. Among Korean dermatologists, exosomes are discussed less as a miracle ingredient and more as a tool for reversing inflammation, post-procedure healing, and improving texture. This is a new innovation, so the verdict is still out. However, consumer interest will no doubt lead to more options emerging in 2026.
[Editor’s note: The U.S.-based derms we spoke to in our reporting on exosomes—and their various formulations, whether they’re derived from humans, animals, or plants—all agree that there is limited research to back any exosome-related claims, positive or negative.]
Source: Allure – www.allure.com
