K-Beauty Searches Far Outpace French Beauty as Global Consumers Seek Products Koreans Actually Use

Korean beauty products are rapidly gaining popularity around the world, with global consumers increasingly looking beyond products simply labeled as “K-beauty” and seeking out the cosmetics that Koreans themselves actually use.

A number of products from small and mid-sized Korean cosmetics companies have recently received international recognition. Vogue, for example, highlighted Korean products such as Numbuzin’s NAD+ Bio Lifting-Sil Essence and Medicube’s One Day Exosome Shot 7500 Serum among notable beauty trends. The New York Times also selected Korean products, including Torriden’s Dive-In Serum and Hanyul’s Red Rice Essence, among its recommended serums.

Products that become popular in Seoul are now reaching overseas consumers remarkably quickly. Online interest in Korean beauty routines and the idea of a “Korean glow-up” has become increasingly common.

According to Google Trends data for March 29–April 4, 2026, searches for “Korean skincare” were about nine times higher than searches for “French skincare” and more than six times higher than searches for “Japanese skincare.”

The influence of K-beauty is also affecting tourism. In a February survey of foreign visitors conducted by Korean travel platform Creatrip, beauty-related experiences ranked among the things travelers most looked forward to when visiting Korea. Skincare treatments accounted for 22%, hair salons 20%, and makeup experiences 19%.

Overall, the trend suggests that K-beauty has moved beyond being simply an export category. International consumers are becoming increasingly interested in authentic Korean beauty culture—what Korean consumers actually buy, use, and recommend in their everyday lives.