“Sun Serums”, “Inner Glow”, and Other K-Beauty Buzzwords You’ll Hear in 2025

Korean makeup trends continues to redefine beauty standards worldwide. Its focus on lightweight textures, youthful radiance, and skin-first formulas has made it a global trendsetter — even in an ever-changing beauty landscape.

Lucie Shin, Chief Industry Analyst at Trendier.AI, shared that “K-beauty reached a major milestone last year, exceeding US$10 billion in exports,” marking a major shift in how the world views Korean beauty. What launches in Seoul today often becomes a global staple tomorrow.

To explore what makes Korean makeup trends stand out —Daily Vanity spoke with Lucie Shin, one of the keynote speakers at the APAC Beauty Industry Trend Forum at Beauty Expo Taipei 2025.

Global Interest in Skin Prep Is on the Rise!

According to Shin, global interest in the “skin prep” trend has remained strong between September 2022 and August 2024. Data gathered from major platforms reflects its popularity: it ranked 39 on Olive Young, 14 on Shopee Malaysia, and 18 on both Amazon US and Shopee Singapore.

These rankings indicate that consumers across different regions are actively searching for products and tips related to skin preparation, showing that this step is becoming an essential part of beauty routines worldwide.

In the second half of 2024, skincare-related keywords like “deep hydration,” “inner moisture,” and “skin texture” surged on Olive Young, pointing to a growing demand for well-prepped, healthier-looking skin.

For instance, “deep hydration” saw a 132% year-on-year increase in reviews, while “inner moisture” climbed by 91%, highlighting just how important moisture retention has become in daily routines.

Products to Try:

• S.Nature Aqua Moisture Cream (RM141.76) – A lightweight yet deeply hydrating cream that preps your skin for smooth makeup application. Try this if your skin often feels tight or dehydrated after cleansing.
• Ongredients Skin Barrier Calming Lotion Planning (RM234.79) – A gentle formula designed to strengthen your skin barrier and reduce irritation. Reach for this if your skin feels sensitive or prone to redness.
• Numbuzin No.4 Pore Zero Peeled Egg Toner Pad (RM106.32) – These exfoliating pads help clear pores and smooth out skin texture for a poreless look. Ideal for those looking to achieve that soft, “glass skin” finish.
• Mamonde Flora Glow Rose Liquid Mask (RM177.20) – A brightening liquid mask that leaves skin feeling plump and radiant. Use this before a special event or whenever your skin needs a healthy glow boost.

As Shin puts it, “Consumers are looking for more than just surface-level moisturising—they’re actively investing in products that deliver hydration from within while improving overall skin texture.”

Sun Serums Are The New Must-Have for Makeup Prep

This year in Korea, sun serums and sun ampoules have seen a major rise in popularity, especially among makeup users. Keywords like “ampoule” and “serum” surged by 532.2% and 516.2% year-on-year in the suncare category on Olive Young, while “skin texture” and “makeup friendly” also saw triple-digit growth.

These sunscreen hybrids are loved for their smooth, non-cakey finish and skin-prepping benefits. Shin stated that, “Consumers now want sunscreens that double as primers—lightweight, hydrating, and perfect under makeup.”

Product to Try:

BIOHEAL BOH Probioderm Collagen Essence Sun Cream (RM177.20) – A lightweight, non-sticky sunscreen offering SPF50+ PA++++ protection, formulated with the brand’s exclusive Probioderm ingredients and a Collagen Defense complex to provide anti-ageing, tightening, and firming benefits.

Its essence-like texture absorbs quickly without leaving a white cast, making it suitable for daily use under makeup.

These Muted Makeup Shades Are Set to Dominate in 2025

“In 2024, the demure look, popular in fashion, also influenced makeup trends,” sparking interest in sophisticated, understated styles, Shin shared.

This trend aligns with Pantone’s 2025 Color of the Year, Mocha Mousse, a warm, muted brown that complements the soft, neutral shades seen in the “demure” makeup style. “Offering a refined, neutral palette conveying both natural elegance and sophistication,” she added.

You can expect to see a shift towards nude beige tones and elegant, natural finishes that enhance features without overwhelming them. This refined palette emphasises natural beauty and sophistication, making it the go-to choice for those seeking a polished yet effortless look.

As part of this movement, lukewarm, muted tones in makeup are becoming more popular, “offering a refined, neutral palette conveying both natural elegance and sophistication,” she shared.

Trending Shades from rom&nd’s Juicy Lasting Tint Collection

To stay in trend, especially with the rising popularity of Korean beauty, brands like rom&nd are leading the way with fresh lip colours. Rom&nd’s Juicy Lasting Tint collection, in particular, offers a range of shades that perfectly capture what’s trending this season and versatile enough to suit different skin tones and occasions.

The formula delivers lightweight, comfortable wear with a juicy finish that keeps lips looking fresh all day.

Top Popular Colours from rom&nd’s Juicy Lasting Tint Collection

1. Bae Grape –A muted grape tone that adds a subtle touch of elegance, ideal for cooler skin tones and a polished, moody look.
2. Nucadamia – This creamy, warm brown brings a sense of quiet luxury, ideal for everyday wear that still looks elevated.
3. Pomelo Skin – A juicy peach-beige that mimics a natural flush; great for that just-bitten lip effect.

Top New Lip Shades from rom&nd’s Juicy Lasting Tint Collection to Try

1. Mellow Pear – A warm neutral with a hint of golden radiance; it gives your lips a soft, sunlit glow.
2. Odd Grape – This shade balances mauve and taupe tones, making it flattering across both cool and warm undertones.
3. Breeze Fig – Inspired by ripened figs, this mellow berry tone delivers a natural-looking flush with a touch of elegance.

Trending Shades from Holika Holika’s My Fave Piece Eyeshadow Collection

As Korean beauty continues to shape global makeup trends, Holika Holika stands out with eye shadow collections that combine style and versatility.

Holika Holika My Fave Piece Eyeshadow line offers shades that reflect the season’s must-have colours. With a smooth, blendable formula, these shadows deliver buildable colour that stays vibrant without feeling heavy, perfect for both everyday wear and special occasions.

Top Popular Shades from Holika Holika My Fave Piece Eyeshadow

1. Strawberry Cream – Soft and sweet, this pinkish-nude brightens the eyes without overpowering your look.
2. Sugarless – With its cool taupe undertone, this shade delivers a clean, barely-there finish for everyday wear.
3. Two Shot Americano – Rich and deep like your morning brew, this coffee brown defines the eyes in the most natural way.

New Eyeshadow Shades from Holika Holika My Fave Piece Eyeshadow to Try

1. Peach Oat – Blends like a dream, this beige-peach mix adds a gentle warmth that flatters all skin tones.
2. Peach Earl Grey – A tea-inspired neutral with a rosy twist, perfect for a soft, refined eye look.
3. Wintery Berry – Cool yet wearable, this muted berry shade gives your lids a modern, understated pop of colour.

The Korean Makeup Trend “Inner Glow” Is Taking the Spotlight

“In 2024, the standard trend in K-makeup is Inner Glow Makeup,” says Shin, highlighting a shift toward radiant, natural-looking skin.

The trend is dominating both base and point makeup categories on Olive Young, with reviews for inner glow-related base products surging by 159% year-on-year.

Shin also highlighted that the “Inner Glow” makeup trend from Korea is extending its influence to China, with products like liquid blushes, dewy creams, and balms rising in popularity.

Tmall’s quarterly sales trends show a significant surge in liquid blush reviews, reflecting the rising popularity of Korean inner-glow blushes in China.  In particular, stick and balm-type formats—like Hince’s True Dimension Radiance Balm—have gained traction for their lightweight, natural, and radiant finish.

Similarly, in Japan, Qoo10 data reveals a 321.5% year-over-year increase in reviews for liquid and cream blushes, highlighting the growing global demand for the K-beauty-inspired “dewy cheek” effect.

Products to Try for Inner Glow Viral Cheek Makeup:

• AMUSE Lip & Cheek Healthy Balm (RM62) – Adds a fresh flush and dewy sheen to lips and cheeks.
• Hince True Dimension Radiance Balm (RM129)– A silky highlighter that blends seamlessly for a soft glow.

Products to Try for Inner Glow Viral Base Makeup:

• Espoir Be Glow Volume Cushion (RM199.35) – A cushion base that offers plump, luminous skin without heaviness.
• Giverny Dewy Glast Foundation (RM194.92) – Gives a sheer, glowing complexion with a smooth finish.

Soft-Focus Skin Is In: Why Blurring Bases Are 2025’s Must-Have

Despite the popularity of the “Inner Glow” makeup trend in 202 and according to Shin,” in 2025, the focus is expected to shift” towards a more elegant, soft-focusing base.

This shift is already reflected in growing demand for blurring products on platforms like Olive Young, where products focused on skin texture have seen an 81% increase in reviews, and those highlighting the “blur” effect have increased by 93% year-on-year.

Products to Try:

• About Tone Blur Powder Pact (RM84.17) – A versatile powder pact that blurs imperfections and enhances skin texture with a smooth, airbrushed finish.
• Banila Co. Prime Primer Finish Powder (RM106.32) – A soft, blurring powder that creates a flawless finish while controlling shine for a long-lasting, matte look.
• WAKEMAKE Stay Fixer Multi Color Powder (RM128.47) – This multi-purpose powder smooths skin texture, blurs imperfections, and gives your complexion a radiant, soft-focus glow.

The Rise of Multi-Use Makeup: K-Beauty’s Newest Obsession

The final K-beauty trend to watch in 2025 is what experts are calling “Category Hacking”—where products traditionally used for one area of the face are being creatively repurposed for another.

Consumers are increasingly experimenting across categories, using products like tints on the cheeks or eyeshadows as blushers to create customised looks.

This shift is further reflected by a 177% year-on-year increase in reviews mentioning “tint-related keywords” within the cheek makeup category on platforms like Olive Young. Additionally, eyeshadows are being increasingly discussed in cheek makeup reviews, showing a 39% year-over-year growth.

Similarly, within the lip makeup category, review keywords related to “cheek” have surged by 629% year-on-year, while mentions of “blusher” have grown by 271%, showing how multi-use and cross-category products are gaining consumer interest.

A “standard example would be lip and cheek products”, as well as “all-in-one concealer”, which acts as a foundation and a concealer, offering multi-functional use.

Products to Try for Lip & Cheek:

• Fwee Lip & Cheek Blurring Pot (RM81) – A versatile cream formula that gives a soft, blurred finish on both lips and cheeks.
• Fwee Mellow Dual Blusher (RM81) – A two-tone blusher that blends seamlessly for a natural flush of colour.

Products to Try for Base Makeup:

• The Saem Cover Perfection Triple Pot Concealer (RM70.88) – Combines three shades in one pot to conceal, highlight, and contour with ease.
• The Saem Cover Perfection Concealer Pencil (RM44.30) – A precise pencil format that targets small blemishes and dark spots effortlessly.
• BBIA Eau Stay Concealer (RM88.60) – A lightweight, high-coverage concealer that stays put throughout the day.