Key Takeaways:Korean consumers favor ingredient-focused, science-backed skincare and targeted treatments.Noninvasive procedures and clinical solutions drive informed, intentional beauty searches.High-growth trends reveal opportunities for brands to innovate, educate, and engage.South Korea is the world's fifth-largest beauty market and the leader in per capita spending, with consumers average spend $493 a year. Trends born in the region often set the tone globally, fueled by a powerful domestic industry exporting $9.35B in cosmetics annually.Spate x BEAUTYSTREAMS New Wave of K-Beauty: South Korea’s Trending Innovations In Skincare & Color Cosmetics Report reflects a consumer base that is informed, intentional, and ingredient-obsessed. The report harnesses Spate’s data platform to discover and detect trends across Google search (Naver in South Korea) and TikTok—analyzing over 20B search signals and 60M TikTok videos to answer three critical questions for the consumer goods industry: What’s the next big trend? Who’s owning the space? How can brands position the trend?The results found that in the K-beauty market, skincare leads with 10.9M in average monthly searches, followed by hair (8.6M), fragrance (4.2M), and makeup (3.2M). Demand is shifting toward precision beauty—from polydeoxyribonucleotide production (PDRN) to Epidermal Growth Factor (EGF)—packed ampoules and noninvasive treatments like potenza and ultherapy. Clinical credibility is also key, with rising interest in pharmacy-linked products and dermatology-inspired care.