The Rise of K-Makeup 2025: Soft Looks, Strong Identity
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In 2025, Korean makeup trends have made a bold return — but it’s no longer about just “natural looks.” It’s now emotional makeup: soft finishes with meaningful color storytelling.
Trends to watch:
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Moody Coral & Dusty Rose palettes dominate spring/summer lines.
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Blur-effect lipsticks from Rom&nd, Peripera, and Amuse are viral on TikTok and Pinterest.
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Water tint blushes are the new essential — giving you a no-makeup makeup vibe with buildable payoff.
Korean cosmetics also embrace clean formulas and skin-beneficial makeup, meaning foundation now includes SPF 50+, niacinamide, and peptides.
Why the popularity?
Because people want multi-tasking products. A 2025 favorite: cushion foundations that offer skincare, sunblock, and buildable coverage — all in one compact.
👉 Featured hero product:
Amuse Dew Power Vegan Cushion — the best-seller among Gen Z Koreans and globally trending for its dewy finish and vegan clean formula.