Korean beauty products have become widely available in Western markets over recent years. While K-beauty skincare has gained significant traction the makeup trends are still catching up but that is changing. The Korean approach to cosmetics focuses on skin-first ingredients & soft diffused colors which challenges traditional Western beauty standards that often swing between heavily made-up looks or minimal makeup aesthetics. The K-beauty philosophy encourages highlighting natural features rather than concealing them. For example where Western beauty culture might focus on hiding under-eye bags Korean beauty trends actually emphasize them. K-beauty started as a niche category that dedicated fans discovered through specialty retailers like YesStyle and Olive Young. Now these brands have become mainstream & appear in major beauty stores & across social media platforms like TikTok. This shift represents a new phase of accessibility & influence that continues to grow. Sarah Chung Park who founded Landing International & created K-Beauty World has observed that global retailers are just beginning to embrace Korean brands. Michelle Lee who previously served as editor in chief of Allure and now works as CMO of K-Beauty World told Vogue that 2026 will likely be an even bigger year for K-beauty as more people learn about and discover these products. Beyond the products themselves people are becoming more interested in Korean application techniques. One example is Aegyo sal which has generated TikTok tutorials with over 60000 views and introduced audiences outside South Korea to new makeup methods. With so many K-beauty products now available the question becomes how do people in Seoul actually use them. Beauty experts have identified four essential Korean makeup trends for 2026 that range from fresh-faced techniques to playful expressive color applications. These trends offer guidance on how to use your favorite products in ways that align with Seoul beauty standards.
Soft-Focus Blurred Lips Take Center Stage
Korean makeup often starts with lip products like lip oils, balms and glosses that you can find at major retailers everywhere. While basic products matter the blurred lip technique stands out as a timeless staple in Korean beauty. Lee explained to Vogue that blurred lips have been popular in Korea for years but the approach became gentler this year. Instead of creating a sharp ombré effect, people now use a chunky rounded soft lip liner and blend it subtly. Chung Park highlights Unleashia’s chunky liner as a top choice in this category while Rom&nd offers another popular option. Both products help create a fuller rounded lip shape without needing Botox. For a complete lip look, velvety long-wearing liquid lip formulas work well because they contain emollients that make them feel incredibly lightweight.
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The Return of Youthful Aegyo-Sal Definition
Under-eye filler & photo retouching aside, Aegyo sal has become incredibly popular in Korea. Lee notes that entire product lines are now dedicated to creating this under-eye makeup look. But what exactly is it? Aegyo sal emphasizes the slightly puffy area of cute fat below the eyes that appears when you smile. This trendy technique makes eyes look brighter & wider, particularly for people with East Asian eye shapes. While this makeup trend has been common in Asia for years, Lee points out that it only gained mainstream attention in the West recently this year. This shift can be largely credited to how TikTok has made beauty trends more accessible to everyone. Creating the look requires just two straightforward steps. First you apply a light cool-toned contour directly under the eye fat. Then you add a bit of highlight on top of it. If you prefer powder formulas the Too Cool for School palette works well and you only need a small flat eyeliner brush to apply it. Double-sided pencils also make achieving Aegyo sal simpler since one end is for shading and the other is for highlighting. Popular options include bestselling products from Colorgram The Saem, & Flortte, which is a well-known Chinese brand available at K-beauty stores.
Under-Eye Blush for a Natural Flush
Diffused blush formulas are here to stay. According to Lee blush had a major moment in 2025 but the way Seoul cool girls wear their favorite formulas has changed. This makeup trend is not the super lifted diagonal strip of blush we see on social media. This style is a soft diffuse plume of color right below the eyes that looks like a cute animated character truly blushing. Another perk of the Korean blush category is the particularly fun & innovative textures. These include products like Fwee’s Blurry Pudding Pots & Rom&nd’s roll-on blush and Hince’s luminescent blush sticks. Meanwhile the A’pieu Juicy-Pang water blusher might fool you into thinking it’s nail polish but it gives a semi-sheer dewy flush of color.
Straight, Feathered Brows with a Softer Finish
Western eyebrows usually have more arch and definition but Lee points out that Korean beauty trends favor softer and straighter shapes. This eyebrow style has become visible beyond Korean pop stars as many TikTok users now shave the end of their eyebrows to create a straighter & more lifted appearance. Lee explains that the fluffy laminated style remained popular in the United States this year but the Korean straight eyebrow also started becoming more common. Examples include Jenna Ortega with bleached eyebrows and Mia Goth with naturally thin arches along with Charli xcx who has straight but lifted eyebrows. Lee notes that Korean trends showed eyebrows becoming softer through lighter colors or straighter shapes that reduced their harsh appearance. She mentioned this contributed to the gentler and more monochromatic makeup styles overall. Lee shared with Vogue that she purchased the Peripera Speedy Skinny Brow mascara during her time in Korea. She found that lightening her very dark eyebrows by one or two shades created a noticeable difference in her complete appearance. Other recommended products include an eyebrow pencil from Etude while Rom&nd and Unleashia offer popular eyebrow shaping gels.
