I recently spoke with CosmeticsDesign-Asia about the areas I am expecting to shape the next phase of K-Beauty in 2026. After more than a decade working across Korean beauty, product development and global expansion, I think the industry is moving into a more mature cycle.
In practical terms, this means that hype alone is not enough to sustain a brand. In 2026, consumers are more educated, more sceptical and increasingly more selective. Brands need stronger foundations, clearer story-telling and positioning, as well as better discipline around how they communicate.
Three shifts that will define 2026
1) A consumer-led mature phase
The most meaningful growth is increasingly coming from older shoppers who prioritise slow ageing, barrier health and trust. While virality can still spark attention, it is a fragile foundation for building long-term brand value.
2) Derm-adjacent becomes mainstream
Derm-adjacent products, post-procedure support, SPF innovation and inner beauty are continuing to expand. The opportunity in these categories is real, but the positioning needs to be precise.
3) Regulation and trust become decisive
As we've seen from the MFDS in 2024 and 2025, I expect we'll see clearer guardrails around medical-adjacent claims, as well as stronger action on counterfeits and parallel imports.
Why this matters for global brands
The next era of K-Beauty will reward coherence and follow-through. Consumers will favour brands that build a point of view, communicate responsibly and deliver repeatable results.
A quiet shift is happening. Consumers are moving away from chasing every micro trend and toward products that make their skin feel healthier and more stable. This is not a short-term shift but a structural change in how people buy.
The hidden risk of TikTok trend culture
TikTok has been incredible for discovery, especially for K-Beauty but there is a dark side that brands should take seriously if they care about long-term equity. Trend culture encourages spectacle, excess and short-term spikes at the expense of trust, story-telling and retention.
Wasteful consumption signals the wrong values
- Giant oversized products can feel fun in the moment, but they often signal waste, gimmicks and low seriousness. This is exactly the kind of thing that can harm brand equity over the long-term and lead to brands being seen as riding the wave rather than building something that lasts.
- Over-the-top PR packs and brand trips similarly may create a temporary social moment, but can quietly damage perceived integrity over time.
- Consumers are increasingly critical of excess, especially when the product itself is not clearly better.
Exaggeration destroys trust
- Over-claiming results or implying unrealistic timelines may convert once, but it alienates many viewers, turns people away from brands and among those that do buy increases refunds, backlash and long-term churn.
- Ingredient exaggeration is rising, particularly in medical-adjacent categories like PDRN, exosomes and spicules (aka "microneedling in a bottle"). This will increasingly attract both scrutiny and regulatory risk.
- In 2026, the brands that last will be the ones that communicate responsibly and can back up what they say.
What this means for our consultancy clients at STYLE STORY
At STYLE STORY, we work with global brands, retailers and founders who want to tap into Korea's beauty ecosystem with a strategy that can scale internationally. We are seeing increasing demand for underserved categories in the luxury skincare space, as well as brands exploring novel ingredient creation and differentiated IP stories.
Our approach is simple. We help clients move beyond trend-chasing and build products, claims and category strategies that stand up to scrutiny. That includes aligning formulation and marketing, pressure-testing positioning, and making sure the brand can grow without relying on fragile hype cycles.
How this shows up at Jelly Ko
These same shifts inform how we build Jelly Ko. We are doubling down on peri-menopausal skincare, supporting our growing base of customers in their 30s to 50s who are dealing with sudden dryness, sensitivity and barrier disruption. Our "why" is not about chasing trends but about solving a real, under-served skin need with products that feel good to use and deliver functional results.
How we can work together
If you are building, investing or buying in K-Beauty for 2026, we can help you translate the trend noise into a clear plan. Here are some of the ways we can work together:
1 Hour K-Beauty Consultation: Pick Our Brains
For quick clarity on strategy, positioning, category selection and next steps.
Book now1 Hour K-Beauty Consultation: Manufacturing in Korea
For founders navigating labs, MOQ, pricing, packaging, timelines, and risk.
Book nowOEM and ODM Cosmetic Product Development in Korea
For end-to-end product development, from brief to launch-ready execution.
View packageIf you are not sure which option fits, start with “Pick Our Brains” and we will point you to the right pathway.
One question for 2026
Which of these shifts do you think will be most defining in your market in 2026 and what is your business doing now to prepare for it?
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