ICYMI, Korea's Biggest Beauty Retailer Is Headed to the U.S.—11 Staples I'm Already Stocking Up On
Consider this a guide to glass skin.
To many here in the U.S., Olive Young is known as South Korea's version of Sephora. It's the leading beauty retailer, home to over 400 K-beauty brands, and you could truly spend half a day combing through the many aisles—which I did, as a matter of fact, on a recent trip to Seoul. Finally, it was my chance to play with Korean formulations, to feel their gloriously bouncy textures as opposed to merely imagining how it might apply from a swatch 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 a 'playground for K-beauty,'" Rena Kim, Olive Young's senior manager of communications, confirms. (The Olive Young I visited in Seongsu, which is the retailer's biggest location, has multiple floors and even two cafes—definitely my kind of playground.) "It’s not just about purchasing a product. It’s about discovering, testing, and receiving curated recommendations. The in-store experience is immersive and interactive." And in just a few months, that in-store experience is heading stateside: Olive Young is opening its first flagship store in Pasadena, California on May 22 with a sneaky preview shop at Westfield Century City on May 1.
That doesn't mean you must plan a trip to California to experience the IRL magic. The K-beauty behemoth is also partnering with Sephora, offering dedicated K-beauty zones both online and in-stores in the latter half of the year. This is huge news for us beauty enthusiasts, given that K-beauty trends here in the U.S. can vary quite a bit from the formulas Koreans actually hold dear. Sorry to say, but that TikTok viral moisturizer might not actually be that hot in Seoul, the mecca for beauty innovation.
"K-beauty in the U.S. has been propelled by viral marketing and trend-driven hype tailored to U.S. audiences. Meanwhile, the products that are actually beloved by Korean consumers and the ones that international visitors actively seek out when they shop in Korea can be quite different," Kim further explains. Olive Young effectively bridges that information gap, which, in turn, helps U.S. shoppers see what Kim calls a "more evolved version of K-beauty."
While we wait a couple months for the newness to roll out, you can snag products from Olive Young's global website (ahem, with free shipping over $60), which begs the question: Which K-beauty items should you try first? Below, discover what's actually 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 U.S. when it comes to beauty innovations (spicules, salmon sperm, and exosomes were popular there long before they ever entered Western beauty conversations), so of course I had to ask Kim what's actually trending in Korea at the moment. There's a good chance we'll see those patterns trickle down in the next several months.
Overall, "The lifestyle trend of ‘slow aging’ continues to shape the beauty category," she notes. "Consumers are moving toward a more customized skincare routine, layering serums, ampoules, essences, and creams with targeted ingredients to address specific concerns like pores, dark spots, and post-acne marks." In terms of ingredient trends, she tells me searches for retinol, niacinamide, collagen, hyaluronic acid, PDRN (derived from the aforementioned salmon sperm), and madecassoside remain strong on the retailer. That last player, for those unfamiliar, is a compound of the centella asiatica plant known for its soothing, skin-repairing benefits. "Notably, niacinamide searches increased by 26% year-over-year, while PDRN rose by more than 90%, showing growing awareness of functional, results-driven skincare," she adds.
Sheet mask heaven.
As far as product specifics? Innovative creams take the lead over other hydrating heroes, like serums and toners. From January to February 2026, compared to the same period last year, "‘Capsule cream’ searches rose by 1,379%, and ‘gel cream’ increased by 196%," she says. Capsule creams certainly piqued my interest while I was in Seoul; essentially, these moisturizers contain tiny capsules of active ingredients (like collagen or vitamin C, for instance) that burst upon application to deliver said actives at their freshest and most potent.
"We’re also seeing increased interest in moisture-focused products like 'cleansing milk', 'sun serum,' and 'lip serum,'" Kim adds. "At the same time, playful and sensorial formats are gaining attention. For example, searches for ‘bubble serum’ surged by over 2,800%, and ‘bubble toner’ rose by around 420%." Consider me influenced by the bubble craze. Since returning home from Seoul, I've incorporated two bubbly formulas into my regular routine, which you can find below.
Shop the Products Truly Resonating in Korea Right Now
Toner pads are a K-beauty mainstay. Think of them as tiny, targeted sheet masks. Rather than swiping one across your skin, you'd grab two or three and place them on specific areas you'd like to soothe, hydrate, refine, or brighten. These madecassoside-soaked pads from Mediheal are top notch for calming breakouts, reducing inflammation and providing an instant soothing effect. Kim tells me these were a best-seller during Olive Young's first sale of the year from March 1 to 7, but you can also snag six other versions infused with PDRN, vitamin C, hyaluronic acid, tea tree, phyto-enzymes, or collagen.
In Korea, PDRN isn't going anywhere, but now it's being cocktailed with other skincare heroes—retinol, peptides, niacinamide, et al. This serum combines the buzzy, salmon-derived ingredient with 11 types of hyaluronic acid and low-molecular weight collagen for skin that's impossibly bouncy and hydrated.
Interestingly, a hair mask earns a top-selling spot at Olive Young, but when you realize just how impressive this protein-rich formula is, you'll quickly understand why it's such a winner. Infused with 31 proteins and amino acids and five plant-based oils to smooth and seal the hair cuticle, this conditioner replacement makes your hair feel impossibly silky. In fact, it went viral for its "glass hair" effects.
Stroll into an Olive Young store like I did, and there's a solid chance you'll be pretty overwhelmed by the sheet mask wall. Which serum-soaked sheet should you choose? According to the brand, Torriden's deeply hydrating number is a popular pick, as it contains an impressive amount of low-molecular weight hyaluronic acid (similar to the brand's standalone serum) to visibly plump the skin with moisture. Reviewers also swear it adheres to the skin quite well, which is a feat for normally slippery hydrating masks that easily slide down your face.
Clinically tested to slow the effects of aging for people in their 20s and 30s, this firming cream plumps skin immediately and keeps it taut for the long haul. In fact, the brand conducted a "goggle test" and found that the formula improves those indentions by 714.63% after just five seconds. Yep, you read that right.
Of course, I have to include a sunscreen or two! I brought home an embarrassing amount of SPF bottles home from Seoul (here, my all-time favorites), as Korean sunscreens are known for their sensorially elegant formulas. (In Korea, sunscreens are considered a cosmetic, not a drug like in the U.S., so they can rely on newer, innovative filters sans white cast and thick, greasy residue.) This SPF 50 from Skin1004 boasts serum-like levels of hyaluronic acid and a light, watery texture for an A+ application pre-makeup. It's no wonder Kim calls it out as a best-seller.
Sensitive skin? Acne? Fine lines? Aestura's barrier cream targets it all with long-chain, high-density ceramides and fatty acids that truly cushion the complexion. I personally picked this up on my trip to Seoul and have yet to find another hydrator that leaves me with a similar cashmere-like texture. With this top-selling set, you'll score not just the beloved barrier cream but also the matching cleansing milk and a mini version perfect for travel. Win, win.
Foam cleansers typically give me the ick. No matter how hydrating they claim to be, most make my skin feel tight and itchy post-rinse. Not this mung bean powder-infused number. In fact, it's been shown 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 clean that won't strip your skin of its precious oils (which, sigh, often leads to more breakouts), this is the Goldilocks cleanser for you.
Remember those innovative capsule creams I discussed above? Well, Medicube's concentrated formula is one of the buzziest in the game with poppable PDRN capsules that brighten and firm the skin. Trust me, the glass skin glow is noticeable upon application.
I already have Birch Lab's Moisturizing Sunscreen and am obsessed with its lightweight, creamy texture that disappears upon application and deeply hydrating, skin-plumping formula. The brand's Sun Serum (a recommendation from 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. Spiked with vegan PDRN and birch juice sap, it's meant to feel more like a milky serum than a sunscreen—perfect for oily and acne-prone complexions or those simply on the hunt for a refreshing SPF 50 come summer.
Last but not least—the buzzy bubble masks. You can't go wrong with any of the three types (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 tends to be the most popular. (Although, I personally snagged Moist for my perennially parched skin.) Regardless of the formula, 30 seconds is all you need to reap its benefits; airy bubbles will form instantly, leaving behind a slightly tingly sensation as they begin to build. It's meant 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!
