Lookfantastic search trends highlight top K-beauty brands and products

It's no secret that Korean beauty has become a significant force in the global skincare market, with trends such as “glass skin”, sheet masks and ingredient-led formulations driving demand. 

This growth has been further accelerated by social media, particularly TikTok, where #kbeauty has attracted billions of views and millions of posts.

Recent data from Lookfantastic highlights the K-beauty brands and products that have seen the strongest growth in search interest over the past three months.

Among brands, Beauty of Joseon recorded the highest search volume (over 48,000 searches), followed by Laneige (over 36,000) and Erborian (over 19,000).

These brands are frequently associated with formulations that focus on hydration, skin barrier support and overall skin clarity.

In terms of individual products, Medicube Collagen emerged as the most searched K-beauty item, with nearly 5,000 searches in the last quarter.

Interest in collagen-based skincare remains strong, largely due to its association with hydration and smoother-looking skin.

While topical collagen does not replace the skin’s natural collagen production, it is commonly used in moisturising and conditioning formulations.

The Anua PDRN Serum also showed significant growth, with over 2,500 searches.

PDRN (polydeoxyribonucleotide) is an ingredient used in skincare products often positioned around supporting skin repair processes and maintaining the skin barrier.

In addition, several Beauty of Joseon products featured prominently in search data. The Dynasty Cream recorded over 2,800 searches and is widely recognised for its rich, hydrating texture designed to support skin comfort and moisture retention.

Meanwhile, the Glow Serum reached more than 1,600 searches, reflecting continued interest in products associated with improving skin radiance and tone.

The Anua Heartleaf Deep Pore Cleanser also saw notable interest, with over 1,700 searches.

Overall, the data suggests current interest in K-beauty appears closely linked to ingredient-led skincare rather than a single dominant trend.

Ingredients such as collagen, heartleaf, centella (cica), ginseng and black rice continue to feature prominently across popular formulations.