Use our exclusive Amazon voucher codes for money off when shopping the best Korean beauty trends.
Which Korean makeup trends are big right now?
K Beauty influencers swear by subtly bleached brows to give facial features a more youthful effect.
“We’ve been seeing Jenna Ortega-like bleached brows for a little while, but the lightened brow look is a bit different in Korea,” says Michelle Lee, CMO of K-Beauty World, a retail platform that curates a mix of K Beauty’s most iconic brands and up-and-coming names.
“Some Koreans are lightly bleaching or subtly colouring their brows but just taking the colour down a little to soften it, not to have them disappear completely.” For those who don’t want to commit to the bleach, lightening brow mascaras and pencils are big. “We’re also seeing more brow products that are being used to soften the colour, which creates a less harsh-looking brow,” says Lee. “The eye colour trends in Korea are still quite muted, so having a lighter brow helps to add to that effect.”
To get the look without committing to bleaching, try the rom&nd Han All Brow Cara, which instantly makes your eyebrows appear lighter. For more detailed shading, pick up Etude’s Drawing Eye Brow pencil, made in flattering neutral tones that don’t make brow hairs appear overly warm.
Lip products are one of the biggest categories in Korean makeup, alongside cushion foundations (like the TirTir Cushion Foundation). “Lip trends in 2026 are defined by tone: warm peach and beige hues versus cool mauve and berry,” says Kim. “There’s [still] a growing emphasis on personal colour analysis.”
If you’re unfamiliar, personal colour analysis sessions are among Seoul’s most popular activities. Colour consultants drape a rainbow of fabric swatches over you, then analyse your best colour palette for clothes, jewellery, makeup, and hair. You might be a “cool summer” or “warm autumn,” and Korean makeup brands tend to release options for all possibilities with each new collection. For cool tones, Kim says Olive Young’s trendiest options for 2026 are longtime favourite rom&nd The Juicy Lasting Tint in Bare Grape (recommended for cool tones) and colorgram Nude Blur Tint in Lovely Fig (recommended for warm tones).
