Korean beauty is ahead of the curve, and Korean entertainment plays a big role in shaping beauty trends around the globe. K-dramas and K-pop stars reach new levels of perfection, and their flawless beauty sets standards that many women aspire to achieve. With some little tricks and the right make-up, everyone can channel a little of the K-beauty magic. Here’s what’s in now in the K-beauty scene.
1. Glazed Doughnut Skin
Move over, glass skin, cause 2025 is all about glazed doughnut skin. This trend takes radiance to another level, focusing on ultra-hydrated, reflective skin that looks as if it’s been glazed with a glossy topcoat. Achieve this look with a lightweight base and hydrating serums under a dewy foundation. You can try the TIRTIR foundation, a very popular choice now with influencers, with a cushion application that makes it easy to get that dewy finish.
2. Aegyo Sal – The Cutest Eye Trend Returns
Aegyo sal, or “charming fat,” is the subtle puffiness under the lower lash line that makes eyes look bigger and more youthful. Unlike under-eye bags, which can make you look tired, aegyo sal is very popular in Korea right now and adds a cute appearance.
The trend leans into soft, natural highlighting. You can apply a light shimmer right on top with a fluffy brush to make the effect pop even more. Some brands are also launching aegyo sal-specific pencils and palettes to make this look effortless.
3. Soft Blur Blush
Blush is at the center of attention (and the face) in 2025. Instead of bold, structured blush placement, the goal is to create a dreamy watercolor effect. Think airbrushed pinks and mauves that melt into the skin. If you want to achieve this look, powder formulas with ultra-fine pigments and cushion blushes are ideal.
4. Puppy Liner 2.0
K-beauty’s signature puppy liner is evolving – instead of a sharp cat-eye, this softer eyeliner look follows the natural downward curve of the eye. To make it even better, make it colored puppy liner! Brown, burgundy, and soft navy shades are replacing blacks, and that makes everything look subtler and more playful. When you pair it with curled lashes and just a little bit of eyeshadow, it’s the perfect look to let the liner shine.
5. Gradient Gloss Lips
The gradient lip is a beloved Korean trend, and now it is getting a glossy upgrade. To make your lips look naturally full and hydrated, the secret weapon is the juicy gloss – and now you can even get ones that don’t transfer at all, such as the Romand dewyful tints. Start with a lip tint on the inner part of the lips, then blend outward. Finish with a light-reflecting gloss to add dimension without taking away the softness of the look.
6. Holographic Eye Shimmers
For every woman who loves a little sparkle, 2025 is your year! Holographic and multi-dimensional eye shimmers are a huge trend, and make-up companies always find ways to make it better. Think iridescent pinks, lavenders, and icy blues that catch the light beautifully, making you feel and look like a fairy. Layer them over a neutral eyeshadow or wear them alone, to be the star of every room.
Final Thoughts
Korea knows how to do effortless beauty – even if, behind all these products and trends, there is a lot of effort. Makeup looks in 2025 are all about softness and radiance, and the best part? These trends focus on enhancing your natural features. So grab your favorite products and have fun experimenting with this year’s K-beauty looks.
