Top Korean Beauty Trends in ASEAN for 2025

Sharing is caring!

Korean beauty trends in ASEAN

Introduction to K-Beauty Dominance in ASEAN

Korean beauty (K-beauty) has cemented its cultural and commercial influence across ASEAN, driven by the Hallyu wave—South Korea’s global soft power phenomenon. The region’s affinity for K-dramas, K-pop, and Korean lifestyle content has created a ripple effect, with skincare routines and makeup trends becoming aspirational benchmarks. For instance, K-pop idols like aespa and tripleS popularized dewy, glass-like skin and strategic highlighter placement, trends now widely emulated in ASEAN markets4. This cultural synergy has translated into 12% market share in Southeast Asia’s beauty sector, with Gen Z consumers—digital-native and socially conscious—leading demand2.

Market penetration is bolstered by e-commerce platforms like Shopee Korea, which saw a 63% year-on-year order growth in 2024, fueled by K-beauty product sets (up 87%) and skincare (up 81%)5. Vietnam and Thailand emerged as key drivers, with Vietnam recording a 134% surge in orders and Thailand achieving a 182% growth rate—outpacing even mature markets like Singapore5. The region’s trust in K-beauty’s efficacy, honed through decades of innovation in ingredients like salmon DNA-derived PDRN and heartleaf extract, further solidifies its dominance1.

Gen Z’s role is pivotal, as they prioritize affordability and social media validation. Brands like VT Cosmetics and Papa Recipe leverage TikTok and live-streaming to showcase products, with Vietnam’s live-stream-driven purchases hitting 31% of K-beauty orders5. This demographic’s preference for personalized skincare and multi-functional products—such as Skin1004’s toner pads or Inga’s lip tints—aligns with K-beauty’s ethos of blending tradition with cutting-edge science1.

The ASEAN market’s receptiveness to K-beauty’s localized strategies—from halal-certified formulations in Malaysia to alcohol-free options—has also eased adoption2. As the industry evolves, its ability to balance innovation with cultural sensitivity will determine sustained growth in this dynamic region.

(Transition to next section:)
This cultural and commercial momentum sets the stage for K-beauty’s 2025 trends, where innovation meets tradition in unexpected ways.

Key 2025 Trends: Innovation Meets Tradition

Ingredient Innovation: Science-Backed Solutions

Korean beauty’s 2025 trends emphasize cutting-edge ingredients rooted in traditional practices. Salmon sperm-derived PDRN (Polydeoxyribonucleotide) continues to dominate, leveraging its DNA-repair properties to boost collagen and reduce wrinkles1. Brands like Skin1004 and Inga are integrating this into toner pads and serums, offering convenience alongside efficacy. Meanwhile, heartleaf extract—a traditional herb known for anti-inflammatory benefits—is gaining traction in soothing products, particularly for sensitive skin1.

Preventative skincare remains a cornerstone, with formulations targeting early signs of aging. Products like Benton’s Snail Bee High Content Essence combine snail mucin and bee venom to strengthen skin barriers, aligning with ASEAN consumers’ preference for proactive routines2. This trend is amplified by Gen Z’s focus on multi-functional products, such as hybrid toner-mists or sunscreen-lip balms, which cater to busy lifestyles5.

TikTok-Driven Resurgence: Viral Trends and Live-Streaming

Social media platforms, particularly TikTok, are reshaping K-beauty adoption in ASEAN. Live-stream shopping has surged, with Vietnam accounting for 31% of K-beauty orders through this channel5. Brands like VT Cosmetics and Papa Recipe leverage short-form videos to demonstrate product benefits, such as the “glass skin” effect achieved through layering essences and moisturizers5.

Nostalgic Y2K revivals are also trending, driven by TikTok’s algorithm favoring retro aesthetics. Glossy lips, dewy finishes, and retro-inspired packaging (e.g., Rom&nd’s Better Than Cheek blush) are resonating with younger consumers seeking playful, shareable beauty moments1. This aligns with ASEAN’s cultural affinity for K-pop and K-drama aesthetics, where makeup doubles as a form of self-expression.

Localized Adaptations: Bridging Tradition and Modernity

K-beauty’s success in ASEAN hinges on cultural sensitivity. In Malaysia, brands are prioritizing halal-certified formulations, ensuring compliance with Islamic dietary laws while maintaining efficacy2. Similarly, alcohol-free options are gaining traction in markets like Indonesia, addressing concerns about skin irritation in humid climates2.

Traditional ingredients like ginseng and goji berries are being reimagined in modern formats, such as sheet masks or ampoules, to appeal to both older and younger demographics. This fusion of heritage and innovation reinforces K-beauty’s reputation for customizable, science-backed solutions tailored to regional preferences1.

Sustainability and Ethical Consumption

While not explicitly mentioned in the breakdown, sustainability is emerging as a silent driver. ASEAN consumers, particularly Gen Z, are increasingly prioritizing eco-friendly packaging and clean beauty certifications. Brands like COSRX and Dear Dahlia are responding with refillable containers and vegan formulations, aligning with global sustainability trends without compromising K-beauty’s signature innovation2.

By balancing time-tested traditions with digital-age trends, K-beauty continues to redefine ASEAN’s beauty landscape, ensuring its relevance in an ever-evolving market.

Gen Z Preferences: Affordability and Personalization

Gen Z’s influence on ASEAN’s K-beauty market is reshaping industry strategies, with price sensitivity, AI-driven personalization, and a shift toward "healthy skin-ageing" emerging as key drivers. This demographic’s digital-first mindset and demand for value-driven solutions are pushing brands to innovate while maintaining accessibility.

Price Sensitivity and Accessible Luxury

Gen Z consumers in ASEAN prioritize affordable yet effective products, a trend amplified by economic pressures and a preference for "smart spending." Brands like VT Cosmetics and Papa Recipe have capitalized on this by offering mid-range pricing with high-quality formulations. For example, VT’s "Colorgram" lip tints blend skincare benefits with makeup, priced under $10, making them accessible to younger audiences5. Similarly, Innisfree’s Green Tea Seed Serum—a cult favorite for hydration—retails at competitive prices while emphasizing eco-conscious packaging, aligning with Gen Z’s sustainability values3.

The rise of e-commerce platforms like Shopee Korea has further democratized access to K-beauty. In 2024, Vietnam and Thailand saw 134% and 182% growth in K-beauty orders, respectively, driven by live-stream shopping and flash sales5. This digital-first approach allows brands to bypass traditional retail markups, ensuring affordability without compromising quality.

AI-Driven Personalization: Tailored Solutions

Gen Z’s demand for hyper-personalized skincare has spurred innovation in AI tools. Brands are leveraging skin analysis apps and AR try-ons to offer customized routines. For instance, Innisfree’s app uses facial recognition to recommend products based on skin type and concerns, while VT Cosmetics employs AI chatbots to guide users through ingredient selection3. These tools not only enhance engagement but also reduce decision fatigue, appealing to Gen Z’s preference for efficiency.

**"Healthy skin-ageing"**—a marketing shift emphasizing proactive, natural beauty—is gaining traction. Brands like Skin1004 and Beauty of Joseon promote products that address early signs of ageing (e.g., fine lines, dullness) without aggressive formulations. This aligns with Gen Z’s rejection of "anti-ageing" labels in favor of preventative, holistic skincare. For example, Innisfree’s Youthful Skin Set combines a retinol serum with a barrier-reinforcing moisturizer, marketed as a "youthful glow" rather than "anti-ageing"1.

Marketing Shifts: Social Proof and Community Building

Gen Z’s reliance on social media validation has transformed marketing strategies. TikTok and Instagram Reels are now critical channels for showcasing product efficacy through unfiltered, relatable content. Brands like VT Cosmetics collaborate with micro-influencers to demonstrate routines, such as layering essences for "glass skin," while Papa Recipe uses live-streams to highlight multi-functional products like its Bombee Honey Mask5.

Community-driven platforms like Shopee Live further amplify engagement. In Vietnam, 31% of K-beauty orders stem from live-stream shopping, where real-time Q&A sessions and limited-time discounts foster trust and urgency5. This approach resonates with Gen Z’s desire for authenticity and instant gratification.

Brand Examples: Balancing Innovation and Tradition

VT Cosmetics exemplifies Gen Z-centric strategies by merging affordability with tech-driven personalization. Its AI Skin Analyzer app provides free consultations, while its "Colorgram" line offers buildable, skin-like finishes that cater to diverse preferences5. Similarly, Innisfree’s Green Tea Seed Serum combines traditional Korean ingredients (green tea extract) with modern biotechnology, appealing to Gen Z’s appreciation for heritage-meets-innovation3.

These shifts underscore a broader industry pivot toward democratized beauty, where Gen Z’s values—affordability, personalization, and ethical consumption—drive innovation. As ASEAN’s K-beauty market evolves, brands that adapt to these preferences will likely dominate the region’s growing demand.

(Transition to next section:)
This focus on Gen Z’s evolving needs sets the stage for exploring how localized strategies further solidify K-beauty’s ASEAN presence.

Localized Strategies: Adapting to ASEAN Diversity

Korean beauty brands are refining their approach in ASEAN by prioritizing cultural sensitivity and regulatory compliance, contrasting sharply with Western strategies that often prioritize standardized, global campaigns. This adaptability has been pivotal in navigating the region’s diverse demographics, religious norms, and climatic conditions.

Halal Certification in Malaysia

Malaysia’s Muslim-majority population has driven demand for halal-certified K-beauty products, ensuring compliance with Islamic dietary laws. Brands like Innisfree and Benton have reformulated products to exclude non-halal ingredients (e.g., alcohol, animal-derived components), while maintaining efficacy. This contrasts with Western markets, where halal certification is less prioritized, and brands often rely on secular formulations2.

Alcohol-Free Formulations

In humid ASEAN climates like Indonesia and the Philippines, alcohol-free products are gaining traction to avoid skin irritation. Brands such as COSRX and Dear Dahlia have introduced toners and essences without ethanol, aligning with local preferences for gentle, hydrating skincare. This diverges from Western trends, where alcohol-based products (e.g., astringent toners) remain common for quick absorption2.

Regional Marketing Tactics

K-beauty brands are leveraging hyper-localized campaigns tailored to ASEAN’s cultural nuances. For example:

• Language localization: Marketing materials in Malay, Thai, or Vietnamese instead of English.
• Influencer partnerships: Collaborating with local micro-influencers to demonstrate products like VT Cosmetics’ lip tints, or Papa Recipe’s honey masks, resonating with Gen Z’s preference for relatable content5.
• Platform optimization: Dominating e-commerce hubs like Shopee, where live-stream shopping accounts for 31% of K-beauty orders in Vietnam, compared to Western reliance on Amazon or Sephora5.

Contrast with Western Approaches

While Western beauty trends often emphasize individualism and quick fixes (e.g., instant glow serums), K-beauty in ASEAN integrates community-driven values and holistic skincare. For instance, multi-functional products like Inga’s lip tints (skincare + makeup) cater to busy lifestyles, whereas Western brands might focus on single-purpose items. Additionally, ASEAN’s emphasis on traditional ingredients (e.g., ginseng, heartleaf) contrasts with Western preferences for synthetic actives like retinol1.

By balancing cultural respect with innovation, K-beauty brands are solidifying their ASEAN foothold, proving that localized strategies—not one-size-fits-all approaches—are key to sustained growth.

Market Performance: Exports and Consumer Trust

Korean beauty’s dominance in ASEAN is underscored by robust export growth and consumer trust, driven by innovation and cultural resonance. Vietnam emerged as a standout market, with K-beauty imports reaching $305 million in 2024, reflecting a 134% surge in orders year-on-year5. Thailand followed closely, achieving a 182% growth rate, while Singapore maintained steady demand with a 58% increase5. These figures highlight ASEAN’s pivotal role in K-beauty’s global expansion, with Vietnam and Thailand leading regional adoption.

Country-Specific Popularity

Vietnam and Malaysia remain the most receptive markets, with 69% and 66.6% of consumers respectively favoring K-beauty products2. This preference stems from social media influence and localized strategies, such as halal-certified formulations in Malaysia and alcohol-free options tailored to humid climates2. In contrast, Western competitors like French and U.S. brands struggle to match K-beauty’s cultural adaptability and ingredient innovation, which prioritize efficacy and tradition. For example, K-beauty’s use of salmon DNA-derived PDRN and heartleaf extract—ingredients backed by clinical research—contrasts with Western brands’ reliance on synthetic actives or generic formulations1.

Trust in Efficacy and Accessibility

ASEAN consumers trust K-beauty’s science-backed solutions, such as preventative skincare targeting early signs of aging and multi-functional products like hybrid toner-mists2. Brands like COSRX and Innisfree reinforce this trust through transparent ingredient lists and eco-conscious packaging, aligning with Gen Z’s demand for clean beauty2. Meanwhile, e-commerce platforms like Shopee Korea have democratized access, with 87% growth in K-beauty product sets and 81% in skincare orders in 20245. Live-stream shopping further fuels adoption, accounting for 31% of K-beauty orders in Vietnam—a trend less prevalent in Western markets5.

Competitive Edge Over Western Brands

While French and U.S. brands emphasize individualism and quick fixes, K-beauty integrates community-driven values and holistic routines. For instance, Inga’s Water Glow Lip Tint combines skincare benefits with makeup, appealing to ASEAN’s preference for dual-purpose products5. In contrast, Western competitors often prioritize single-function items, limiting their appeal in a region valuing efficiency and cultural relevance. Additionally, K-beauty’s localized strategies—such as halal certification and language-specific marketing—contrast with Western brands’ standardized approaches, further solidifying its ASEAN foothold2.

(Transition to next section:)
This blend of innovation and cultural sensitivity positions K-beauty as a resilient force in ASEAN, poised to outpace Western competitors through adaptability and consumer-centric strategies.

Future Outlook: Challenges and Opportunities

K-beauty’s trajectory in ASEAN hinges on balancing innovation with cultural adaptability, as the industry faces both unprecedented opportunities and emerging threats.

Evolutionary Predictions: Innovation and Diversification

The sector is poised to deepen its integration of AI-driven personalization and clinical-grade ingredients. Brands like VT Cosmetics and Innisfree are already leveraging AI skin analysis tools to offer hyper-personalized routines, a trend expected to accelerate as Gen Z prioritizes tailored solutions3. Meanwhile, ingredient innovation will remain a cornerstone, with salmon DNA-derived PDRN and heartleaf extract continuing to dominate, backed by clinical research to address aging and sensitivity1.

Beyond skincare, K-beauty is expanding into makeup and haircare, with brands like TIRTIR redefining inclusivity through expanded shade ranges and Amuse popularizing hybrid skincare-makeup products like the Jel-Fit Tint4. This diversification aligns with ASEAN’s demand for multi-functional products, particularly in humid climates where efficiency is key2.

Threats from Local Competitors

ASEAN’s growing middle class and digital-first consumers are creating fertile ground for local brands to challenge K-beauty’s dominance. Domestic players are increasingly adopting similar strategies—leveraging affordability, cultural relevance, and social media influence. For instance, Indonesian and Malaysian brands are emphasizing halal-certified formulations and alcohol-free options, mirroring K-beauty’s localized approaches but with deeper regional roots2.

To counter this, K-beauty must accelerate innovation cycles while maintaining price competitiveness. Mid-range pricing (e.g., VT’s $10 lip tints) and e-commerce dominance via platforms like Shopee—where Vietnam and Thailand saw 134% and 182% order growth in 2024—remain critical1.

Hallyu 2.0: Sustaining Cultural Influence

The K-pop and K-drama ecosystem (Hallyu 2.0) will remain pivotal in driving demand, but brands must evolve beyond traditional idol endorsements. Live-stream shopping—accounting for 31% of K-beauty orders in Vietnam—offers a dynamic platform to blend entertainment with real-time product demonstrations1. Collaborations with micro-influencers and localized campaigns (e.g., Malay-language marketing in Malaysia) will further deepen cultural resonance2.

However, over-reliance on Hallyu could backfire if brands fail to adapt to local trends. For example, ASEAN’s preference for dual-purpose products (e.g., Inga’s lip tints) contrasts with Western single-function items, underscoring the need for region-specific R&D1.

Sustainability and Ethical Pressures

Sustainability is emerging as a double-edged sword. While ASEAN consumers increasingly demand eco-friendly packaging and clean beauty certifications, K-beauty’s reliance on plastic-heavy innovations (e.g., sheet masks) risks alienating eco-conscious buyers2. Brands like COSRX and Dear Dahlia are mitigating this through refillable containers and vegan formulations, but broader industry adoption is lagging2.

Strategic Adaptations for Resilience

To maintain dominance, K-beauty must:

1. Strengthen logistics networks: Enhance fulfillment services (e.g., Shopee’s FBS) to compete on delivery speed1.
2. Deepen digital engagement: Expand live-streaming and AR try-ons to bridge the gap between online discovery and offline trust3.
3. Prioritize cultural sensitivity: Invest in halal certifications, alcohol-free formulations, and localized marketing to preempt local competition2.

By navigating these challenges, K-beauty can transform ASEAN’s beauty landscape while cementing its status as a global innovation leader.

(Transition to conclusion:)
As ASEAN’s beauty market evolves, K-beauty’s ability to harmonize cutting-edge science with cultural empathy will determine its legacy. Whether through AI-driven personalization or Hallyu-fueled storytelling, the industry’s future hinges on its capacity to innovate while staying rooted in the values that first captured global attention.

PONGO Tech: Elevating Social Media and E-commerce in ASEAN

Tailored Solutions for K-Beauty's ASEAN Expansion

PONGO Tech seamlessly integrates into the K-beauty landscape by offering innovative digital marketing solutions that align perfectly with the industry's evolving demands in ASEAN. Our specialized services include influencer partnerships, live streaming collaborations, and data-driven marketing strategies, all designed to heighten brand visibility and engage the tech-savvy audiences prevalent in this region.

Why Partner with PONGO Tech?

As a leader in Southeast Asia's digital marketing scene, PONGO Tech stands out with its deep expertise and robust infrastructure. Our success stories with top brands like JDID and TCL demonstrate our ability to enhance brand presence on platforms like TikTok, creating vibrant, captivating campaigns that drive consumer interest and sales. By choosing PONGO Tech, partners gain access to a vast network of influencers and cutting-edge marketing strategies tailored to the regional market’s cultural nuances .

Solving Your Marketing Challenges

PONGO Tech provides comprehensive solutions to boost your digital footprint and surpass local competition. Our data-driven approach equips brands with actionable insights into consumer behavior, enabling highly targeted campaigns that resonate with your audience. From enhancing your social media engagement to optimizing your e-commerce logistics, PONGO Tech transforms potential challenges into opportunities for growth .

Ready to Elevate Your Brand? Contact Us Today!

Whether you’re ready to dominate the Eastern markets or seeking fresh pathways to reach consumers, PONGO Tech is your strategic partner in success. Visit our Contact Us page to learn more about how we can help your brand achieve unparalleled growth in the dynamic ASEAN region.