K-Beauty
Balancing playful beauty with lasting performance

K-Beauty is Having its Moment

Step into the next generation of K-Beauty, where prevention, barrier support, and long-term skin and scalp wellness take center stage. Powered by BASF’s innovative ingredient portfolio, K-Beauty Connected helps you feel like your best self with playful concepts, science-driven formulas, and solutions that go far beyond quick fixes. Meet the formulas your skin and scalp will love.

K-Beauty by the Numbers

As K‑Beauty continues its global expansion, North America has emerged as the category’s epicenter, representing approximately 34% of global K‑Beauty demand in 2025 (Grand View Research, 2026). With rapidly growing consumer attention, Google searches for “K‑Beauty” increased 82% year over year from 2024 to 2025 (Google Trends, 2026). This momentum is amplified by globalization and the influence of social media, where Korean pop culture continues to drive discovery at scale. Nearly 92% of TikTok users report increased interest in Korean beauty through exposure to K‑pop and K‑dramas, reflecting a broader shift to its inclusive, skin‑first philosophy and fresh approach to representation (Beauty Matters, 2026).

Why K-Beauty Resonates with US Consumers Right Now

K‑Beauty is resonating with today’s consumers by pairing ingredient‑led storytelling with a growing emphasis on dermatologist‑driven education. This focus on transparency and efficacy reinforces a broader shift away from heavy coverage and toward prioritizing long‑term skin health. At the same time, K‑Beauty’s affordable prestige positioning delivers high perceived performance at accessible price points, making advanced routines feel attainable rather than exclusive. While this approach continues to strongly attract Gen Z and Millennials, it is increasingly drawing in Gen X consumers as well, particularly those seeking gentler, results‑driven routines that support skin health over time.

K-Beauty Formulation Highlights

Smashmellow Cleanser

Rooted in K‑Beauty’s skin‑first philosophy, this low‑foam cleanser transforms daily cleansing into a gentle ritual. Verdessence® Glucomannan, Verdessence® Xanthan, and Verdessence® Tara whip into a pillowy, marshmallow fluff-like texture that cushions skin on contact, while Plantaren® 818 N UP, Lamesoft® PO 65 NA, and Lamesoft® Balance enable delicate cleansing without stripping. Cetiol® SoftFeel leaves behind a silky, comforted finish, and Lamesoft® OP Plus lends a creamy, dreamy visual appeal. The result is a cloud‑soft cleanse that feels as soothing as it looks, perfect for even the most delicate skin moments.

Bubbly Capsule Cream

This water‑light gel cream delivers a hydrating burst of K‑Beauty rejuvenation. Popping Frescicle® E spheres release encapsulated Vitamin E antioxidants while NeoHelix® Regenerate brings next-generation collagen self-repair, working its way into the skin to help the body target areas of collagen damage. Hispagel® 200 NS adds a smooth, bouncy gel base that feels weightless on skin resulting in a finish that is lightweight and hydrating, absorbing instantly and leaving skin renewed, rejuvenated, and reinforced.

Shake & Drop Scalp Essence

A refreshing bi‑phase scalp essence that unleashes your hair’s full potential. Powered by Aloversil™, the oil phase fortifies the scalp, setting the foundation for visibly thicker and stronger hair. Meanwhile, Verdessence® Glucomannan in the water phase provides a light and hydrating experience combining with Cetiol® OE, Cetiol® CC, and Cetiol® C 5C for gentle nourishment. Shake to activate both phases, then enjoy a refreshing burst of complete scalp care to keep your hair healthy for longer.

Silky Balm Sunscreen

Designed to nourish as it protects, this melt‑in sunscreen balm reimagines daily SPF through a K‑Beauty lens. Powered by Tinosorb® S*, it delivers high‑performance UV protection, seamlessly solubilized by Cetiol® ABV for a smooth glide across skin. Cetiol® CC and Cetiol® SoftFeel enrich the formula with a soft, ultra‑silky finish that feels weightless and leaves behind a dewy, skin‑loving sheen while the antioxidant, Squisandryl™, supports energized, firm skin to reinforce the formula's protective and functional benefits.

*Tinosorb® S (BEMT) is currently undergoing FDA review and is not approved for use in the United States as a sunscreen active.

ExoBoost Milky Serum

Inspired by K‑Beauty’s microbiome‑focused approach, this feather‑light milky serum is designed to prejuvenate using a skin derived "youth bacteria" postbiotic. Postbiolift™ is a skin‑native postbiotic rich in exosomes that support firmer skin, reduced wrinkle appearance, and more even tone, while Verdessence® Xanthan ensures smooth, fluid rheology. Dehymuls® PGPH, a water‑in‑oil emulsifier, delivers a nourishing afterfeel, balanced by the fresh, effortless glide of Cetiol® C5 and Cetiol® CC. The ingredients work together to create SWOP (switch oil phase) technology, where the emulsion inverts from oil‑in‑water to water‑in‑oil during application, combining the light spreadability of an O/W emulsion with the rich, comforting finish of a W/O system.