South Korea has long been a global leader in the skincare industry, setting trends that influence beauty routines worldwide. Known for its innovation and emphasis on both cutting-edge technology and natural ingredients, South Korean skincare products are celebrated for their effectiveness in delivering radiant and healthy skin. In 2025, the country’s beauty market continues to evolve, with a combination of new entries and classic favorites maintaining a dominant presence on the shelves. Here’s a look at the top 10 most popular skincare products in South Korea, according to recent consumer trends and sales data.
A cult favorite, the Laneige Water Sleeping Mask has become a staple in skincare routines across South Korea. This overnight mask is known for its deeply hydrating formula, which uses the brand’s patented Moisture Wrap technology to lock in moisture while you sleep. The lightweight, gel-like texture and soothing lavender scent make it a relaxing addition to any skincare regimen.
This serum from Dr. Jart+ has gained a reputation for soothing irritated skin, making it a go-to product for those with sensitive or reactive skin. The Cicapair line, in general, is known for its use of Centella Asiatica (tiger grass), which calms inflammation and helps to heal skin barriers. The serum’s ability to restore balance and protect skin has earned it top marks among skincare enthusiasts.
Sulwhasoo, a luxury Korean skincare brand, remains a dominant force in the beauty industry, and its First Care Activating Serum is one of its signature products. Enriched with a blend of traditional herbal ingredients, this serum preps the skin for the next steps in your routine while promoting a youthful, radiant complexion. It’s an iconic product known for its premium quality and effectiveness.
Innisfree’s Green Tea Seed Serum is a refreshing and hydrating serum, celebrated for its use of organic green tea grown on Jeju Island. Packed with antioxidants and moisture-locking properties, it has become a favorite for achieving clear, plump skin. Its lightweight formula makes it suitable for both oily and dry skin types, ensuring a wide customer base.
Cleansing balms have exploded in popularity in South Korea, and Banila Co’s Clean It Zero is the standout product in this category. This balm-to-oil formula effortlessly removes makeup, impurities, and even waterproof mascara without stripping the skin’s natural moisture. Its soft texture and gentle cleansing properties make it an essential product in many South Koreans’ skincare routines.
Cosrx is renowned for its effective yet affordable skincare solutions, and its Advanced Snail 96 Mucin Power Essence is a prime example of the brand’s focus on results-driven products. The essence, packed with 96% snail mucin, helps to repair damaged skin, boost hydration, and improve elasticity. It’s ideal for tackling everything from dry patches to acne scars, making it a multi-functional favorite.
Etude House’s Soon Jung line has become increasingly popular due to its focus on sensitive skin. The Soon Jung 10-Free Moist Emulsion is a lightweight, non-irritating moisturizer that provides deep hydration without clogging pores. Its gentle formula, free from parabens, fragrances, and artificial coloring, makes it a go-to for those with reactive or compromised skin.
Often referred to as Korea’s answer to SK-II, Missha’s Time Revolution The First Treatment Essence is a skincare product that promises to brighten, hydrate, and refine skin texture. It contains fermented yeast extract, which aids in cell regeneration and promotes a smoother, more luminous complexion. It’s become a go-to essence for those looking to create a radiant base.
Rice water has long been revered in Korean beauty for its skin-brightening and nourishing properties. The Face Shop’s Rice Water Bright Cleansing Oil is beloved for its ability to remove makeup and impurities while simultaneously improving skin tone. It’s perfect for those seeking a gentle yet effective oil cleanser that leaves the skin feeling refreshed and smooth.
While not a Korean brand, The Ordinary has made significant inroads in the South Korean skincare market, particularly with its Niacinamide 10% + Zinc 1% serum. This product helps regulate sebum production and minimize the appearance of pores, making it ideal for those with oily or acne-prone skin. The product’s high efficacy and affordability have contributed to its growing popularity among South Korean skincare aficionados.
The skincare market in South Korea continues to innovate with products that cater to a wide range of skin types and concerns. From hydrating sleeping masks to healing serums, these top 10 products have become an integral part of skincare routines across the country. As K-beauty trends continue to shape global beauty standards, it’s clear that South Korea will remain a key player in the skincare world for years to come. Whether you’re a skincare newbie or a seasoned beauty enthusiast, these products are definitely worth considering for a radiant, healthy complexion.