Consumers Can’t Get Enough of K-Beauty

Korean Beauty (K-Beauty) is having a moment.

The category’s “je ne sais quoi” in skincare has beauty enthusiasts flocking to two particular brands: Anua and Medicube. The brands take the crown as the moment’s top-growing skincare brands in the US per New York City-based trend tracker Spate’s Popularity Index.

Medicube

Known for its six-in-one skin tool, Medicube has an army of fans pining after its beloved skincare products, too.

According to analysts, the brand has seen massive growth up +574.2% compared to last year and across platforms. On search, Medicube is up +148.3%, and on TikTok, the trend has grown +923.2% compared to last year. What’s more, Medicube’s tools continue to fuel the at-home facial trend, which has seen a +3.9% year-over-year (YoY) increase across platforms.

“Consumers can’t get enough of K-beauty right now, and Medicube’s success is a clear reflection of that,” says a Spate analyst. “It was the brand’s collagen mask that really catapulted it into the spotlight, and now they’re smartly expanding the collagen line. More and more consumers, especially younger ones, are incorporating collagen into their routines. Preventive skincare is becoming more of a focus, and it’s even catching on with tweens who are layering up before they even hit high school.”

Anua

Another K-beauty brand seeing growth is Anua. The brand saw a +146.5% surge compared to last year and across platforms. On Search, Anua has grown by +38.9%, and on TikTok, interest is up +151.9% compared to last year. Some of the brand’s top-searched products include the Anua Heartleaf Pore Control Cleansing Oil, Anua Pore Deep Cleansing Foam and the Anua Heartleaf 77 Clear Pads.

Double cleansing and toning are staples in a 10-step K-beauty routine. These products are popular for addressing skin texture issues like large pores, acne scars and blemishes. The brand’s heartleaf line has become its most recognizable, showing that consumers want gentle, skin-soothing formulas that continue to deliver on results.