South Korea has long been a trendsetter in the global beauty industry—but in 2025, the real powerhouses behind Korean beauty’s evolution are none other than Gen Z and Millennials. These generations are not just following trends—they’re creating them, reshaping everything from product design to brand values.
Let’s explore how Korea’s 20- and 30-somethings are rewriting the rules of K-beauty in today’s hyper-connected, conscious world.
🧴 1. Skin-First, Makeup-Later Mindset
Forget heavy contour and full-coverage foundations. Gen Z and Millennials are doubling down on the “your skin, but better” approach.
Key trends:
Bare-faced confidence fueled by effective skincare
Lightweight BB cushions with skincare benefits
Dewy or “satin-skin” finishes (not too glossy, not too matte)
The goal? Healthy, breathable, radiant skin—not covering up, but showing off realness.
🌿 2. Demand for Clean, Vegan, and Ethical Brands
Today’s youth are conscious consumers. They care about where products come from, how they’re made, and what’s inside.
Trending demands:
Cruelty-free, vegan-certified products
Eco-friendly packaging (reusable jars, refill pouches)
Transparent ingredient sourcing
Brands like Tamburins, HaruHaru Wonder, and Dear, Klairs are thriving by aligning with these values.
📱 3. Social Media = Skincare Playground
TikTok, Instagram, and YouTube are the new beauty counters—especially for Gen Z.
How this shapes trends:
Influencer-led “skincare challenges” (like #GlassSkin2025)
Real-time product reviews and unboxings
Skincare tutorials based on routine transparency, not just aesthetics
In short: if it’s not aesthetic + authentic, it won’t trend.
🧪 4. Tech-Driven Skincare Obsession
From AI skin scans to smart mirrors, Korea’s tech-savvy youth are embracing innovation in skincare:
Personalized routines via apps
Blue light protection products
Serums that respond to environmental data (humidity, UV levels)
Gen Z wants skincare that’s as intelligent and customized as their tech.
💄 5. Makeup Goes Minimal, Color Gets Maximal
Gen Z loves to play—but also keeps it fresh and clean.
Popular makeup trends:
Pastel graphic liners (lavender, mint, coral)
Lip tints with watercolor effect
Faux freckles, soft blush draping
“Popsicle lips” with blurred edges
It’s not about perfection—it’s about playful expression and embracing your own vibe.
🌈 6. Genderless Beauty Goes Mainstream
Millennials paved the way—Gen Z made it normal. In Korea today, beauty is for everyone.
What’s changing:
Men wearing BB cream, brows, and lip tints (and no one bats an eye)
Gender-neutral packaging and inclusive marketing
Boy groups influencing male skincare trends (thanks, BTS & TXT)
Fluid beauty is no longer a niche—it’s part of the mainstream.
🔮 Final Thought: Identity Drives Innovation
In 2025, Korean beauty is no longer just about looking good—it’s about expressing who you are. Gen Z and Millennials are pushing brands to think deeper, innovate smarter, and care harder.
Whether it’s clean ingredients, inclusive designs, or skincare as self-care, these generations are proving that beauty is as much about values as it is about vibes.
💬 Are you Gen Z or Millennial? Which K-beauty trend defines your generation? Comment below or tag us @Koreathread with your current routine!
