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2023 K-Beauty Trend Forecast

January 12, 2023

2023 K-Beauty Trend Forecast

2023 K-Beauty Trend Forecast


Episode Description:

Lauren gives her top predictions for this year’s 2023 K-Beauty trends. From clean, bare-faced beauty to at home devices, supercharged skincare ingredients, skin barrier & microbiome, tune in to hear what brands will be serving up this year.  



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2023 K-Beauty Trend: Skinimalism 

  • Clean, barefaced beauty 
  • Using fewer but better products.
  • In Korea, this has been referred to as “Skipcare” - doing more with less
  • Why? In part fuelled by the pandemic and people wearing less makeup but also because of the economy. Partly linked to sustainability as well 


2023 K-Beauty Trend: Sustainability

  • Everything from packing materials to refillable packaging 
  • STYLE STORY is also working on sustainability and we are now a member of 1% For the Planet


2023 K-Beauty Trend Predictions


K-Beauty Trend: Hyper Glow

  • Iridescent, holographic shimmer 
  • Dewy, water-effects 
  • No-makeup makeup, but with a touch of glow
  • All about highlighters and eyeshadow palettes


K-Beauty Trend: Vegan Beauty 

  • The vegan cosmetics market is growing rapidly and gaining popularity among Koreans, particular in the MZ generation (Millennials and Gen-Z)
  • In Korea, this is being linked to the sustainability movement - people think vegan products are better for the environment (even if this isn’t necessarily true) 


2023 K-Beauty Trend Predictions


2023 K-Beauty Trend: Supercharged Skincare Ingredients  



One of the most well-known anti-ageing ingredients (and one of the most studied) is retinol. Firstly, retinoids stimulate quicker cell turnover to reduce fine lines, pigmentation, and other signs of ageing. However, retinol is not suitable for those who are breastfeeding or pregnant. In addition, it has many other downsides (redness, irritation, flakiness, sensitivity) 



Often touted as a natural alternative to retinol because it boasts many of the same benefits 

Firstly, it boasts anti-inflammatory properties. In addition, a2019 study confirmed no difference in the effectiveness of retinol and Bakuchiol in the treatment of wrinkles and hyperpigmentation.

However, bakuchiol doesn’t decrease the size of the oil glands, unlike retinol 


Other ingredients that are on trend for this year include:


  • Peptides
  • Collagen
  • Retinol
  • Hyaluronic Acid 






2023 K-Beauty Trend: Barrier Repair & Microbiome 

  • The skin’s barrier is responsible for blocking external stimuli (UV rays, pollutants & bacteria), retaining hydration, moisture, and nutrients in the skin
  • If your skin’s barrier is compromised, it can lead to increased sensitivity, inflammation and even conditions like rosacea 
  • As a result, many brands in Korea are focusing on skin barrier repair and microbiome beauty to  address the effects of overstimulated skin.
  • A May 2022 study in Korea revealed that search volumes for microbiome  increased by 1600% compared to the previous year. 
  • Korean skincare has a rich history using ferments, which means that the pre, pro and post-biotic ingredients that are associate with microbiome beauty are a natural fit 



2023 K-Beauty Trend: At Home Beauty Devices

  • The growth in at-home beauty devices has steadily increased, accelerated by the pandemic
  • In Korea, EMS (Electric Muscle Stimulation), home HIFU (High-Intensity Focused Ultrasound), RF (Radiofrequency) machines are all entering the market 
    • Firstly, EMS =  muscle firming. It works by expanding and contracting your muscles, so the result is a toned look with skin that’s tighter and smoother.
    • Secondly, HIFU = ultrasound energy. It supposed to trigger the production of natural collagen in the body, although query how effective home devices will be, particularly compared to in-clinic devices. 
    • Thirdly, RF = energy waves to heat the deep layer of your skin. This encourages the production of collagen for firmer, more youthful-looking skin


2023 K-Beauty Trend Predictions

K-Beauty Trend: Jelly Skin 

  • Bouncy, smooth, clear skin 
  • The key to jelly skin is having skin that’s so hydrated it looks and feels just like a plate of jelly - bouncy to the touch.
  • This has been receiving a lot more attention in Korea lately, including in Vogue Korea
  • Jelly Skin was the inspiration behind our skincare brand,Jelly Ko

STYLE STORY - Home of the Korean Beauty Show Podcast 

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"The growth in at-home beauty devices has steadily increased, accelerated by the pandemic"

- Lauren Lee, Host of the Korean Beauty Show podcast

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