If you remember being introduced to sheet masks and snail mucin, you’ll remember when beauty trends incubated in Korea first burst onto the global stage over a decade ago.
A sense of fun and discovery, along with innovative ingredients, textures and application methods is now driving a new wave of products and treatments.
If you still think the region’s dewy moisturisers, silky sunscreens and lip tints are a niche market, think again. According to data from Future Market Insights, Australia is now the second-highest spending K-beauty market per person globally, only behind South Korea. Credence Research says Australia’s market for K-beauty is projected to grow from $160 million in 2023 to more than $320 million by 2032. New Zealand is likely not far behind.
As for how we’re getting our hands on the hyped releases? Local retailers are on the rise. K-beauty store, W cosmetics now operates 55 stores across Australia with its latest openings in New Zealand, at Westfield Newmarket and Sylvia Park and there are more on the way.
We caught up with Narae Ko, Head of Brand & Marketing at W cosmetics, about the skin-first routines, ingredient-driven formulas, and playful formats K-beauty is known for.
She says K-beauty has consistently led global beauty trends by reshaping how consumers think about skin.
“As shoppers become more ingredient-savvy, there’s been a shift away from traditional ‘anti-aging’ messaging toward prevention, skin health and long-term care.”
She says it’s a philosophy K-beauty has championed for years. The products are also driven by fierce innovation and rapid product development.
“Korea continues to set the benchmark for ingredients, formats and routines that later become mainstream globally,” she proudly points out.
She says those less familiar with the region’s approach should not be put off by hype around the famous ’10-step glass skin routine’. What that muti-step trend really reveals is that there is plenty of choice, and a consistent approach with reliable products will bring results.
“While K-beauty may appear trend-driven on the surface, it’s not a passing phase,” she says. “It’s built on decades of research, innovation and a skin-first philosophy that prioritises long-term skin health over quick fixes.”
They don’t have to be pricey either. “[These products] make advanced ingredients and innovative product formats accessible to everyone.”
For 2026, Ko says a key focus is products and devices that enhance the effectiveness of skincare routines.
“For example, products like reedle shot style serums not only hydrate, but are designed to be layered with other skincare products, boosting their performance and helping them reach where they are needed most. Similarly, devices like the Medicube Age R Booster Pro use LED technology to deliver results and assist with better product penetration.
Looking to the future, she says the inside out approach is growing with supplements for skin and gut health quickly gaining attention.
Narae’s must-have products to try from W Cosmetics
Arencia Fresh Green Rice Mochi Cleanser
Dr.Althea 345 Relief Cream
Anua Niacinamide 10% +Txa 4% Serum
Torriden Dive-In Low Molecule Hyaluronic Acid Mask
Muzigae Mansion Objet Glossy
Her underrated items that are also deserving of attention
Eqqualberry Swimming Pool Daily Facial Toner
Torriden Dive-In Soothing Cream
Tirtir Ceramic Milk Ampoule
Cushion foundations – Amuse Ceramic Skin Perfector Cushion
Korean haircare – Unove Deep Damage Treatment Ex
