According to data from Spate, an AI-powered consumer trend intelligence platform that tracks Google searches and views on TikTok and Instagram, among the ten Korean skincare brands which saw their online popularity increase the most over the last 12 months in Korea only three were in the top 100 most popular in the USA: Skin1004, Purito and Dr. Althea which are already being sold at Ulta.
Among the 7 other brands, I would expect that given their initial success and Korea we will soon see those also gain traction in the USA. Those are the upcoming K-Beauty brands to put on your watchlist especially if you are a retailer.
Centellian24 was launched by Dongkook Pharmaceutical, capitalizing on the company’s expertise in wound-healing treatments. Its hero product is the Madeca Cream, formulated with pharmaceutical-grade TECA, a Centella Asiatica extract, and already available at Ulta.
Abib has built its identity around minimalist design and formulas focused on sensitive skin. Its bestsellers include its Heartleaf Toner Pads, Gummy Sheet Masks and Quick Sunstick, all reflecting the brand’s focus on gentle, straightforward skincare.
Mary & May takes a more ingredient-led approach, using high concentrations of actives such as Idebenone and its Blackberry Complex. The brand emphasizes ingredient transparency, relatively accessible pricing and more sustainable packaging, with products designed to be easily combined into personalized routines.
Hanmi comes from Hanmi Pharmaceutical and sits firmly in the dermocosmetic space. The brand focuses mainly on soothing, barrier-supporting skincare, including formulas built around patented probiotic complexes.
Tosowoong has a reputation for straightforward products that address specific skin concerns without fuss. Its better-known products include the Enzyme Powder Wash, propolis ampoules and tea tree-based blemish treatments.
Eqqualberry has gained traction with everyday skincare products such as its viral Swimming Pool Toner, alongside formulas featuring berry-derived antioxidants and actives including bakuchiol. The brand positions itself around gender-neutral, inclusive skincare, with clearly disclosed active concentrations and an emphasis on protecting the skin barrier.
Arencia is recognizable for its hand-kneaded Rice Mochi Cleansers and fresh botanical formulas. The brand combines traditional slow-fermentation techniques with distinctive, highly tactile textures, which have helped its products gain visibility on social media.
Are any of those brands already on your watchlist?
