K-Beauty Insights: The Celebrity Effect on AGE20'S and Market Trends from MUSINSA Rankings

K-Beauty Shines with Celebrity Marketing

Sooyoung, a member of the popular K-pop group Girls' Generation, was appointed as the new model for K-Beauty brand AGE20'S on October 14, 2026. AGE20'S aims for a 'perfect combination of essence and makeup' (精華液與彩妝完美結合), known for delivering 'dewy glow skin' (水光肌) through its unique 'Essence Bursting Water Technology' (精華爆水技術) and highly concentrated skincare ingredients. According to POPPINGHK Facebook, the brand stated that Sooyoung's 'flawless, transparent, and hydrated skin' (無瑕透亮的爆水肌膚) and 'confident, elegant temperament' (自信時尚的優雅氣質) perfectly embody the brand's philosophy of 'natural, confident, and ultimate radiance' (自然、自信、極致光采). In particular, the 'Bursting Water Cushion Foundation' (爆水粉餅) product is highlighted as a key item for creating Sooyoung's signature look.

Functional Haircare: AVCA Beer Yeast Shampoo

In the haircare market, functional products are showing strong performance. According to POPPINGHK Facebook on October 13, 2026, AVCA has introduced an anti-hair loss shampoo featuring fresh Korean Beer Yeast (맥주효모) as its core ingredient. This product focuses on deep cleansing the scalp with protein and nutrient-rich beer yeast, preventing clogged pores, dandruff, and excessive sebum secretion. Notably, it provides a cool and refreshing sensation to the scalp after use and deeply nourishes hair roots, transforming limp and thin hair into a rich, voluminous mane. It has been certified for its anti-hair loss function by the Korea Ministry of Food and Drug Safety (KFDA) and improves the stiffness often associated with general anti-hair loss shampoos, offering a soft and elastic finish. With its low-irritation formula, it is safe for the whole family and those with sensitive scalps.

In more detail, Dr.Lab (닥터랩)'s 'Daily Pure Lotion 500ml' secured the 3rd position (MUSINSA). Dr.Lab is a dermatological brand that provides healthy skin balance solutions through research by skin experts, supplied to approximately 5,000 hospitals, clinics, and aesthetic channels nationwide in Korea. This product is currently on sale for 57,600 KRW, a 20% discount from its original price of 72,000 KRW. Milledepleur (밀드플레르)'s 'Full Moon Expert Ampoule Pad' ranked 79th (MUSINSA); this brand aims to offer premium vegan cosmetics that capture the vibrant life force of flowers. Additionally, AHC's '[2PACK] Vital Golden Collagen Cream 50g 2ea' claimed the 84th spot (MUSINSA), selling for 19,400 KRW, a 45% discount from its original price of 35,200 KRW. AHC is a professional aesthetic solution brand that provides immediate and long-term skin improvement effects based on dermatology. Finally, Innisfree (이니스프리)'s 'Simple Label Waterproof Pencil Liner' ranked 99th, demonstrating the consistent popularity of makeup products (MUSINSA).