K-Beauty’s Unstoppable Wave: Influence Across Asia and the World

Conference

2025-09-17 | 04:00 PM - 04:45 PM

K-Beauty sits at the heart of beauty conversations on social media—from Tokyo to Los Angeles, Mumbai to New York.

While the first wave introduced the world to multi-step routines and playful packaging, the second wave is marked by many directions: a new sense of textures and finishes in makeup gaining traction in Japan and Thailand, an aspirational skin perfection and high-performance formulas that resonate across the globe, from Indian to US consumers.

This new generation of K-Beauty is rewriting the rules with ingredient-led innovation—drawing inspiration from dermatological procedures, as seen in the rise of PDRN and spicules, while also elevating native natural ingredients like Cica or fermented rice (think microbiome!), which continue to resonate strongly with U.S. and South Asian consumers.

When it comes to makeup, K-Beauty brands have recently transformed the Asian landscape by delivering a unique blend of playful aesthetics, innovative textures, visually striking packaging, affordability, and a strong sense of accessorizing. In the US, inclusivity is also becoming a key differentiator, with Korean brands expanding into diverse shade ranges and formats that better reflect a global audience.

This session will explore how K-Beauty 2.0 is reshaping global beauty expectations from Asia to the US, and what Western brands can learn from its strategic, culturally attuned evolution.

Speakers

Florence Bernardin
Founder of Asia Cosme Lab, Specialized in Analyzing Asian Market Trends