K-Beauty has evolved beyond mere cosmetics, establishing itself as a cultural phenomenon that leads the global beauty market. Recently, innovative products centered around the 'Glass Skin' trend have continuously emerged, further solidifying K-Beauty's influence.
From September 16th to 17th, the 'MakeUp in New York 2026' exhibition in New York highlighted the latest K-Beauty technologies and formulation innovations. Concurrently, new brands and products delivering 'Glass Skin' have garnered explosive reactions among Gen Z and KOLs/KOCs (Key Opinion Leaders/Key Opinion Consumers) on social media.
Notable K-Beauty Trend Items (As of September 2026)
| Rank | Change | Product/Brand | Key Keywords |
|---|---|---|---|
| 1 | ▲ NEW | Seoul Glow | "Glass Skin", Gen Z Skincare, KOL/KOC |
| 2 | ▲ NEW | LANCOME Teint Idole Ultra Wear Cushion | "Drama Heroine Glow", Secret Cushion |
| 3 | ▲ NEW | MakeUp in New York 2026 Innovation | Innovation across beauty value chain, 163 exhibitors |
'Glass Skin' Craze and the Rise of New Powerhouses
The undeniable core of the recent K-Beauty market is 'Glass Skin'. According to the Vietnamese social media channel SEOUL GLOW, 'Seoul Glow' (서울글로우) has emerged as a "national item" (a popular, widely used product) and a "K-Beauty trendsetter" brand with a skincare formula tailored for Gen Z. It's consistently highlighted by KOLs/KOCs on TikTok and Reels. Its popularity stems particularly from its immediate 'Glass Skin' effect, which provides visuals optimized for video content.
The 'LANCOME Teint Idole Ultra Wear Cushion', mentioned on the Thai Facebook channel 'แกรรร! 😍🎉 ฉันค้นพบ คุชชั่น ลับ', has also rapidly risen as a "secret cushion" that delivers "moist and elastic radiance, like a K-drama protagonist," joining the 'Glass Skin' trend. Its luxurious black compact design is another factor that stimulates consumer desire.
K-Beauty Innovation Shines on the Global Stage
MakeUp in New York 방문객 5,000+
전년 대비 방문객 증가율 +9%
참여 전시업체 163
The 'MakeUp in New York 2026' exhibition, held at the Javits Center in New York from September 16th to 17th, once again confirmed K-Beauty's global standing. According to PremiumBeautyNews, the exhibition attracted over 5,000 visitors, marking a 9% growth rate compared to 2025. A total of 163 exhibitors from 13 countries participated, showcasing innovations across the entire beauty value chain, from raw materials to packaging and applicators.
K-Beauty Leads the Market with Ingredient and Formulation Innovation
The five beauty innovations observed at the MakeUp in New York exhibition demonstrate that K-Beauty is focusing on scientific approaches and user experience, going beyond mere trends. The 'Glass Skin' trend, in particular, emphasizes deep hydration and a healthy glow from within the skin. This has led to the development of formulations that complexly utilize not only moisturizing ingredients like Hyaluronic Acid and Glycerin but also ingredients that help strengthen the skin barrier, such as Ceramide and Panthenol. These ingredients refine skin texture and reflect light, enabling a transparent and clear skin expression.
Editor's Picks: K-Beauty Items Leading the Trend
- Seoul Glow (서울글로우): This brand champions a customized skincare formula for Gen Z, creating a significant buzz on social media with its immediate 'Glass Skin' effect. It particularly appeals to trend-sensitive younger demographics, establishing itself as a new icon for K-Beauty.
- LANCOME Teint Idole Ultra Wear Cushion: Sold for 299 Thai Baht (approximately 8.07 USD / 11,063 KRW), this cushion is highly popular among consumers who prefer 'Kku-an-kku' (꾸안꾸, meaning "dressed up but not dressed up," or effortlessly chic) makeup, offering natural radiance and coverage along with luxurious packaging. Its skin adherence and long-lasting power are also cited as strengths.
K-Beauty continues to evolve, driving trends like 'Glass Skin' and showcasing innovation at global exhibitions. We look forward to seeing what new ingredients, formulations, and trends K-Beauty will introduce to surprise the global beauty market next.
