2025 Most Popular K-Beauty Products

Top 10 skincare products 2025

1. hwarang' – Bellflower Cleansing Balm

This cult-favorite cleansing balm needs little introduction, but if you have somehow missed it, here is the secret to its popularity in a nutshell:

Effective cleansing power without skin-irritating ingredients and filled with skin-soothing, moisturizing, and calming ingredients. A perfect cleansing product for every skin type, especially dry and irritated skin. The product's gentle lilac shade comes from skin-calming quaiatsuleen, and the balm contains calendula extract, a hanbang ingredient long enjoyed and utilized in Korea, known for its balancing and anti-inflammatory properties. Especially if you suffer from acne or rosacea, this product can be an excellent choice for cleansing because it is very gentle and helps support a strong skin barrier.

MOOMIN x [hwarang'] Bellflower Cleansing Balm texture and spatula

2. [Anua] Heartleaf Pore Control Cleansing Oil

Anua Heartleaf Cleansing Oil is a trusted product for many double cleansing routines. A light, easily rinsed oil that effectively removes makeup and impurities without a heavy feeling on the skin.

At the core of the product is houttuynia cordata extract, known for its soothing and sebum-regulating properties. Especially suitable for combination and oily skin prone to blemishes and blackheads. The product has a very light, natural scent 🌱

3. [SKIN1004] Madagascar Centella Ampoule

Minimalist composition, maximum effect. SKIN1004:n Centella Ampoule is one of the K-beauty classics that finds its waycontinues to find its way back into skincare routines and has remained a trusted product for many over the years!

The ampoule contains centella asiatica from Madagascar, which soothes, moisturizes, and supports the skin's natural repair process. A perfect product for sensitized, reddened, or unbalanced skin as well as calming irritated skin. This product is an excellent choice if you are new to Korean cosmetics and don't know where to start!

4. [Purito Seoul] Mighty Bamboo Panthenol Cream

When the skin's protective barrier needs strengthening, this cream often comes up. Mighty Bamboo Panthenol Cream focuses on moisturizing, soothing, and supporting the skin's protective barrier.

The active ingredients include panthenol, bamboo water, and squalane, which make the texture light, rich, yet very absorbent. The cream is excellent for dry and sensitive skin as well as situations where the skin feels reactive or tight.

Purito Seoul Mighty Bamboo Panthenol Cleanser

5. [Dr. Althea] 345 Relief Cream

Dr. Althean 345 Relief Cream has quickly become popular especially for sensitive and irritated skin care. This viral hit has not gone unnoticed in Finland either and has found its way into your shopping carts time and time again!

The product's composition combines soothing, brightening, and moisturizing ingredients that help relieve redness and tightness. The product gets its name from its three brightening, four moisturizing, and five soothing ingredients. Thanks to its light yet nourishing texture, the cream is suitable for both day and night use and works excellently alongside serums containing active ingredients. The cream's niacinamide supports skin tone evening and is often a popular cream for those suffering from blemish scars.

6. [Biodance] Bio-Collagen Real Deep Mask

Hydrogel sheet mask that feels more like a treatment product than a momentary indulgence. Bio-Collagen Real Deep Mask is designed to deeply hydrate and improve skin elasticity but is suitable for all due to its ingredients. Excellent for dry and lifeless skin that needs brightening, hydration, and radiance.

Biodegradable material fits snugly on the face and helps active ingredients absorb effectively. The mask is recommended to be kept on for even 2-3 hours for the best benefit – making it a great option for relaxing evenings. The mask is ready to be removed when it has changed from a milky light shade to translucent.

The perfect choice before parties or when the skin needs an instant glow!

7. [hwarang’] Bellflower Moisturizing Barrier Cream

The second long-time favorite in the Bellflower line is this deeply strengthening moisturizer. It continues the same soothing and balancing philosophy as hwarang's popular cleansing balm.

The cream supports the skin's protective barrier, locks in moisture, and helps the skin recover from external stress. Especially suitable for dry, sensitive, and easily reactive skin as well as year-round use. The cream has a thicker texture that protects and cools irritated skin. Suitable for all skin types!

[hwarang'] Bellflower Moisturizing Barrier Cream

8. [SKIN1004] Centella Hyalu-Cica Water-Fit Sun Serum

Sunscreen that feels light and fresh like a serum! This lightweight and moisturizing SPF has gained popularity especially among those who usually dislike the feel of sunscreens. Despite its name, the product is used like a normal sunscreen as the last step in skincare.

A combination of Centella asiatica and hyaluronic acid soothes and moisturizes the skin while broad-spectrum UV protection shields daily. Also works well under makeup and is therefore popular among many makeup artists!

9. [Round Lab] Birch Juice Moisturizing Sunscreen

Round Lab's birch sap-based sunscreen is a true classic. It moisturizes, soothes, and protects without a heavy or sticky feeling. If your skin is really dry and dull, this product is perfect for you! Also an excellent option for those looking for a product that combines both sun protection and moisturizer, as many do not need any other hydration besides this product. Especially loved on dry skin, but also works well on more sensitive skin types.

10. [Anua] Peach 70% Niacin Serum

A serum combining peach extract and niacinamide has become a hit especially among those seeking brighter and more even skin. Light texture helps even out skin tone, supports skin's moisture balance, and brings natural radiance. Easy addition to various skincare routines.

Top 10 makeup products 2025

1. [BBIA] Never Die Mascara

[BBIA] Never Die Mascara has become one of the best-selling mascaras for a reason. It offers clear length and separation without clumping, and above all, it lasts. The formula is designed to stay in place even during a long day without flaking or smudging, making it especially popular for everyday and work makeup. The brush separates lashes precisely, and the result is neat but easy to build up. For many, this mascara is the "safe choice" when a carefree and long-lasting finish is desired.

2. [BBIA] Never Die Mascara Extreme

[BBIA] Never Die Mascara Extreme is aimed at those who want drama and durability from their mascara. The Extreme version adds intensity while maintaining the same legendary durability as the original version. The result is controlled and neat, and the mascara does not contain lash-lengthening fibers. Never Die Extreme manages to add length to lashes in a way that suits even the most sensitive eyes. The mascara resists moisture and heat, making it perfect for long days and more festive occasions. A perfect choice when you want both drama and reliable staying power from your lashes.

3. [TIRTIR] Mask Fit Red Cushion

[TIRTIR] Mask Fit Red Cushion has remained one of the most talked-about cushion foundations of the year. Its popularity is based on an exceptionally long-lasting yet blending and covering finish. The base evens out skin tone effectively, sits lightly on the skin, and withstands wear well throughout the day. It is especially suitable for those who want a polished base without a heavy feeling. No wonder this product has become many people's daily trusted makeup.

4. [rom&nd] Han All Fix Mascara

[rom&nd] Han All Fix Mascara is especially a savior for straight and downward-pointing lashes. Its lightweight yet effective formula keeps curls in place all day without making the lashes feel stiff. The result is natural, neat, and well-separated, making the mascara an excellent choice for minimalist makeup. The small brush allows precise application even on the lower lashes. This mascara is particularly popular among those who appreciate a polished but restrained look. For those seeking volume, there is also a volume version that adds more drama and fullness to the lashes.

Romand Han All Fix Mascara product image all shades

5. [MOOMIN x BBIA] Lip Oil

MOOMIN x [BBIA] Lip Oil is a lovely collaboration that perfectly combines Nordic culture and Korean cosmetics! The lip oil combines a lip-caring formula with a beautiful, soft shine. The lip oil feels pleasant and nourishing on the lips, making it perfect for everyday use and dry lips. The lightweight formula is not sticky but gives the lips a natural, plump look. The Moomin collaboration adds its own value to the product and makes it especially popular as a gift.

We only have a few of these left, so if you still want products from this collab, now is your last chance to get yours!

6. [MOIRA] At Glance Stick Shadow

[MOIRA] At Glance Stick Shadow is an easy-to-use stick eyeshadow designed for quick and effortless makeup. The creamy formula applies softly on the eyelid and is easy to blend with fingers or a brush. The result is smooth and neat without much effort. The stick shape makes the product especially convenient for travel and busy mornings. A perfect choice for those who want a striking eye look in just a few minutes.

7. [ETUDE] Curl Fix Mascara

[ETUDE] Curl Fix Mascara is a true classic, especially popular in Korea. Its strength lies in its excellent ability to keep lashes curled all day long, thanks to its waterproof formula. The formula is light but very long-lasting, making it a great option for straight lashes. The result is neat and separated lashes without flaking. This mascara is the go-to choice for many when lash curl retention is an issue. Available in black, warm brown, gray, and black volume versions.

8. [BBIA] Last Auto Gel Eyeliner

[BBIA] Last Auto Gel Eyeliner is a smoothly applying eyeliner pencil that combines ease of use with good durability. The easy-to-use formula glides effortlessly on the skin, allowing precise lining without tugging. The liner sets quickly and stays well in place throughout the day. Suitable for both subtle everyday makeup and stronger evening looks. This eyeliner is especially popular among those who appreciate a hassle-free yet professional finish.

9. [Cosnori] Long Active Eyelash Serum

[Cosnori] Long Active Eyelash Serum focuses on caring for and strengthening lashes with regular use. The light and gentle formula is also suitable for sensitive eyes and contact lens wearers. The lash serum supports lash health with peptides, making them stronger and more vibrant over time. Easy to apply as part of morning and evening routines. This product is especially popular among those who want to invest in long-term lash care.

10. [rom&nd] Glasting Melting Balm

[rom&nd] Glasting Melting Balm is a lip product that falls between a lip balm and a lip gloss. It melts onto the lips giving a beautiful, glassy shine and a pleasant nourishing feeling. The formula moisturizes the lips and makes them look plump without stickiness. Easy to use even without a mirror, making it a perfect everyday trusted product. No wonder this lip balm has become a favorite for many.