[BREAKING] K-Beauty Sheds Discomfort, Ushers in the Sun Serum Era

首爾美妝室8/26/2026 2 min read

Today (the 26th), reports are emerging, led by Musinsa Beauty, that 'sun serum' is becoming the major trend in this summer's sun care market, suggesting that consumer dissatisfaction with the heavy feel of traditional sunscreens is driving the search for new alternatives.

The End of the Heavy Sunscreen Era?

For a long time, sunscreen, which has been an essential for UV protection, has been cited as a major reason for decreasing consumer satisfaction due to its heavy and sticky texture, and white cast. These discomforts have been particularly highlighted during the sweltering heat of summer.

According to a Newsis report by journalist Kwon Minji (권민지) (google.com), Musinsa Beauty stated that 'sun serum' has emerged as the new flagship product in the sun care market this summer. This is attributed to the sun serum's characteristics of being absorbed into the skin with a light texture, free from stickiness or white cast.

https://www.google.com/goto?url=CAESawHrOzAVjRh9gI3ZJrZVgCmPUqX1w9BFJ1YSsYlsxFnF57Z4IBXH4KhlW-sfXVdAogjbarO-G_KuecNkLzg70McTWtSF4Iyi3SMFIESBV0k1GF1x_IlcifDQMlL0kHKraNjZ8jZ3rMmiqvbW

Traditional SunscreenHeavy, White Cast

Sun SerumLight, Skincare

Sun Care Trend Shift (Green Economy Newspaper, Newsis Composite)

Hybrid Formula with Added Skincare Benefits

Sun serum is gaining attention for being a hybrid formula that goes beyond simple UV protection to incorporate skincare functions. According to a Green Economy Newspaper report by journalist Jo Ara (조아라) (google.com), a variety of sun serum products with easy-to-apply textures are being released, providing consumers with a more convenient and effective UV protection solution.

The emergence of sun serums, combining a lightweight feel with skincare functions, is opening new horizons in the K-Beauty sun care market, and innovative product development reflecting consumer needs is expected to continue in the future.