Korean beauty has had explosive success in the U.S. market, to say the least. What once was a niche category with a few exclusive products is now a burgeoning section in beauty stores, drugstores and department stores. South Korea has even emerged as a travel destination for beauty products and treatments, proving just how desirable the K-Beauty market has become for beauty lovers. With so many products out there, though, does a Korean brand’s popularity in its home country automatically translate over to the American market? The answer: sometimes, but not always. Here in the U.S., we’ve just barely scratched the surface of what Korean beauty has to offer.
According to Spate, three brands are especially worth watching right now. The trend-forecasting company reports that top K-beauty brands with very high popularity in Korea but only medium-to-low awareness in the U.S. include Clio (1.6M popularity), Wakemake (824.1K) and Dr. G (3.2M), Korea’s leading dermatologist-developed skin-care brand. Spate’s proprietary popularity index combines Google searches, TikTok views and Instagram posts to measure consumer interest and trend momentum.
K-Beauty names like Medicube, COSRX, Innisfree and Beauty of Joseon have already become strongholds stateside, but they’re only scratching the surface of what Korea’s beauty market has to offer. Expect to see lots more Korean makeup, hair care and wellness products making their way stateside in the coming years. Until then, consider this your introduction to Clio, Wakemake and Dr. G before the rest of the U.S. catches on.
Clio Cosmetics
Clio Cosmetics is a high-performance makeup brand that counts K-Pop Demon Hunters stars Ejae, Rei Ami and Audrey Nuna as fans. Ami calls the Kill Lash Mascara ($15) “the best mascara ever to exist,” while Ejae uses the Sharp So Simple Waterproof Pencil ($11) in the black shade on her waterline.
Clio’s eye products were actually originally designed for women in Korea to wear to the waterpark, so the waterproof formulas are incredibly reliable and designed to withstand the harshest of conditions. The products have even started appearing in celebrity makeup artists’ red-carpet kits stateside.
Wakemake
Wakemake is well-known for its simple, practical products that don’t sacrifice performance. They’re on the more affordable side, and its best-sellers include the Shaking Blur Cheek ($18) and the Hello Kitty Soft Blurring Eye Palette ($38).
Known for its blurring makeup products, Wakemake taps into one of the biggest makeup trends right now. The brand also offers extensive shade ranges in eyeshadows and lip products designed for everyday wear and professional settings.
Dr.G
Dr.G is the leading dermatologist-developed skin-care brand in Korea. Founded by Dr. Ahn Geon-Young at his Gowoonsesang Skin Clinic in 2003, the nearly 25-year-old brand has focused on science-driven, clinically tested products since its inception. Designed for all skin types, including sensitive skin, the line includes cleansers, moisturizers, sun protection and more to target specific skin concerns while also supporting everyday skin care.
Popular products include the Brightening Peeling Gel ($18) which exfoliates and brightens without irritation; the R.E.D Blemish Clear Soothing Cream ($22), which has sold 33 million units and contains Centella Asiatica to hydrate and reduce redness without clogging pores; and the Green Mild Up Defense Mineral Sunscreen ($20), a soothing physical SPF that doesn’t leave a white cast.
