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Korean beauty brands to watch: October 2026
These are the 12 Korean beauty brands that came out of our October 2026 screen: doing better than their peers in Korea, and still small in the US. 7 of them are actively rising in Korea; the rest are holding up while most brands slowed. Each one links to its own page with a US Google Trends chart and where to buy it.
Korean skincare brands to watch
| Brand | Known for | Price | In Korea | In the US | US searches vs a year ago |
|---|---|---|---|---|---|
| COSNORI | Long Active Eyelash Serum | Budget-friendly | Rising | Small but showing up | Flat |
| ILLIYOON | Ceramide Ato Concentrate Cream | Budget-friendly | Rising | Known, second-tier | +20% |
| ISOI | Bulgarian Rose Blemish Care Up Serum | Mid-range | Holding up | Barely searched | -10% |
| CHOSUNGAH BEAUTY | Wonder Bath Super Vegitoks Cleanser | Mid-range | Rising | Barely searched | Too little data |
| MEDIHEAL | Teatree Essential Mask | Budget-friendly | Rising | Known, second-tier | -10% |
| beplain | Mung Bean pH-Balanced Cleansing Foam | Mid-range | Holding up | Small but showing up | -50% |
| ZEROID | Intensive Cream | Mid-range | Holding up | Barely searched | Several-fold (small base) |
| ma:nyo | Pure Cleansing Oil | Mid-range | Holding up | Known, second-tier | -10% |
Korean makeup brands to watch
| Brand | Known for | Price | In Korea | In the US | US searches vs a year ago |
|---|---|---|---|---|---|
| LAKA | Fruity Glam Tint | Mid-range | Rising | Small but showing up | Several-fold (small base) |
| BBIA | Last Velvet Lip Tint | Budget-friendly | Rising | Barely searched | -30% |
Korean hair care brands to watch
| Brand | Known for | Price | In Korea | In the US | US searches vs a year ago |
|---|---|---|---|---|---|
| Dr.FORHAIR | Folligen Original Shampoo | Mid-range | Rising | Barely searched | -40% |
| UNOVE | Deep Damage Treatment EX | Budget-friendly | Holding up | Small but showing up | About 2x |
"In Korea" comes from Korean search and shopping trends (we don't republish the raw figures). "In the US" and the year-over-year change come from Google Trends. A small base can make big percentage jumps look bigger than they are.
How much should you trust this list?
When we tested this approach on 2021 to 2023 data, about four in ten picks ended up among the fastest-growing fifth of brands in US search over the following one to two years. A random pick got there about one time in four. It's a small test (24 picks), so read it as a good hint, not a promise. Read the methodology.