Collage: Paula Balondo; Source images: Courtesy of Allure editors and brandsSave this storySave this story
In 2013, my husband Dave and I hauled a beat-up, fire-engine-red suitcase overflowing with sheet masks, toners, snail creams, and pimple patches to the Hester Street Fair, a weekend market on the Lower East Side in New York City. We were among the lucky vendors who had snagged a table for a few hundred bucks and proudly set up our K-beauty products on a humble folding table draped with a cloth. Behind us, we hung a DIY sign with bold, black, pre-cut letters that read, “Soko Glam: The Korean Beauty Revolution is Here.” That afternoon, I sheepishly discovered that no one knew what a sheet mask was.
Fast forward to 2025, and Korean skin care is piping hot. Like, multibillion-dollar-globally dominating hot, to the point where Korean beauty exports to the US have surpassed French cosmetics for the first time ever. You know that things have shifted when you scroll on TikTok and see Cardi B shamelessly hawking her fourth set of Korean beauty products this month.
Korean beauty isn’t a moment; it’s a movement. As the cofounder of Soko Glam, I’ve seen how K-beauty can reshape global skin care, from sunscreen that you actually want to put on to the most skin-glistening toners that can be layered endlessly. And the reason is plain and simple: innovation. Today I’m here less as your oracle and more as your inside K-beauty expert to break down the biggest innovations of the past year—and share what will be worth your attention and hard-earned dollars in 2026.
All in on PDRN
PDRN—otherwise known as polydeoxyribonucleotide—has had a big moment on social media as a salmon DNA injection, and we saw that transform into “med-to-cosmetics” innovation via plant-based alternatives in serums and creams. I do believe PDRN will be omnipresent in 2026 and officially in every Korean skin-care lineup, but I would be wary of trusting every single PDRN potion that comes your way, as some brands are simply riding the hype without the science.
Save to wishlist
Iope
PDRN Caffeine Shot Serum
Soko Glam
Amazon
My pick: My first true PDRN love was Iope’s Caffeine Shot Serum, and it’s honestly still one of my favorite plumping serums. The brand uses a meaningful concentration of PDRN extract and caffeine to improve elasticity and smoothness, and give my skin that much-needed bounce. I trust Iope’s because it was one of the first to market, and most importantly, backed by tons of clinical studies (which I’ve personally seen) to prove its claims.
Korean sunscreens (the FDA's version)
In 2025, every TikToker officially freaked out once they heard about the FDA ban of Korean sunscreens due to filters that are not US-approved. Suddenly, your favorite Korean sunscreens were sold out, and to get your hands on them, you had to test questionable foreign sites with long shipping and delivery times. Korean brands scrambled to get their sunscreens FDA-approved, and turns out, it’s completely fine! So many brands have now reformulated their faves, and the new sun sticks and sunscreens are just as easy to apply, have no white cast, and are once again in heavy rotation. Thank God for Korea’s penchant for innovation. Now, let’s just pray that tariffs are banished.
Save to wishlist
Abib
Airy Sunstick Smoothing Bar SPF 50+
Soko Glam
Amazon
Olive Young
My pick: Abib Airy Sunstick Smoothing Bar is amazingly clear and glides on like a cloud. There’s no greasy film, and it’s so easy to reapply again and again. The shape of the stick also makes it easy to get into tricky areas, like around the nose or under the eyes.
Save to wishlist
Round Lab
Birch Juice Moisturizing UVLOCK SPF 45 Broad Spectrum
Soko Glam
Amazon
Nordstrom
My pick: Round Lab Birch Juice Moisturizing UV Lock SPF 45 feels cooling on application and gives me a hydrated but not shiny finish. It’s affordable, doesn’t pill, and the sharp price point makes me reach for it time and time again!
Upkeep at home: In-office-inspired facial devices
Medicube dominated 2026 and minted one of Korea’s youngest billionaires, thanks to its viral Medicube Booster Pro series. Everyone and their mom has asked me if the device is worth it. And my answer? YES. But buy it on sale, as they’re almost always offering discounts from the retail price. Now everyone from LG Beauty and Shark is zeroing in on the facial device game, and I say, bring it on! This means better prices and better tech for all of us.
Save to wishlist
Medicube
Booster Pro
Amazon
Ulta Beauty
My pick: Medicube Booster Pro delivers the most noticeable lift and improved firmness I’ve seen—with consistent use (weekly, in my case), of course. My skin looks more juicy overall, and I love how I can pair it with my favorite serums (like the Iope PDRN Caffeine Shot Serum). If you’re going to invest in one device in 2026, this is the one.
The (overdue) rise of Korean makeup
Wander around Seungsu, the Brooklyn of Seoul, and you’ll notice crowds pouring out of color cosmetics stores. It isn’t just about Korean skin care; 2026 is the year Korean makeup has its global breakout. With all the hype of so many Korean makeup brands, which one do I think stands above the rest?
Save to wishlist
Rom&nd
Glasting Color Gloss
Soko Glam
Nordstrom
Ulta Beauty
My pick: Romn&d has a clear shot at being one of the biggest K-beauty makeup giants. Once you try the Korean lippies from Rom&nd, you’ll experience what it feels like to have glass lips. My favorite is the Glasting Color Gloss, which has a reflective shine, a weightless feel, and long-lasting color that flatters and makes everyone an evangelist for the line. Whether you are Gen A to Gen X, all agree Rom&nd is their favorite find of 2026.
The intrigue of exosomes
Korea was once known for its gentle, hydrating approach to skin care, but those days are changing. Exosomes have officially entered the chat through microscopic vesicles to help boost collagen and improve texture. The process can cause irritation, so much so that Korean brands actively market the experience as painful and want you to intentionally pick formulas based on your pain tolerance level. Among Korean dermatologists, exosomes are discussed less as a miracle ingredient and more as a tool for inflammation recovery, post-procedure healing, and texture refinement. As this is an innovation, the verdict is still out. However, you can bet there will be more options in 2026 due to consumer intrigue.
[Editor's note: The US-based derms we spoke to in our reporting on exosomes—and their various formulations, whether they're derived from humans, animals, or plants—all agree that there is limited research to back any exosome-related claims, positive or negative.]
Leave a Reply