In case you missed it, Korea's largest beauty retailer is making its way to the U.S.—here are 11 essentials I'm already preparing to buy.

      (Image credit: Olive Young)

      In the United States, Olive Young is often compared to Sephora, serving as South Korea's premier beauty retailer with over 400 K-beauty brands. During my recent visit to Seoul, I dedicated half a day exploring the numerous aisles—an experience that allowed me to engage directly with Korean formulations and their wonderfully bouncy textures, rather than just imagining how they might apply from TikTok swatches. I ended up returning home with a suitcase full of products (see below for proof).

      "Olive Young is frequently referred to as a 'playground for K-beauty,'" acknowledges Rena Kim, Olive Young's senior communications manager. The Seongsu location I visited is the largest, featuring multiple floors and two cafes—definitely a playground for me. "It's not merely about buying a product; it’s about discovering, testing, and receiving personalized recommendations. The in-store experience is both immersive and interactive." Soon, this in-store experience will be available in the U.S., as Olive Young is set to open its first flagship store in Pasadena, California, on May 22, with a preview shop at Westfield Century City starting May 1. However, you don’t need to fly to California to experience the magic in person. Olive Young is also collaborating with Sephora to create dedicated K-beauty sections both online and in-store later this year. This partnership is significant for beauty enthusiasts, especially since K-beauty trends in the U.S. often differ from the products that Korean consumers truly cherish. Unfortunately, that viral TikTok moisturizer might not be as popular in Seoul, the hub for beauty innovation. "K-beauty in the U.S. has gained traction through viral marketing and trend-driven excitement aimed at U.S. consumers. In contrast, the products genuinely favored by Korean shoppers and those that international visitors search for when shopping in Korea can differ greatly," Kim elaborates. Olive Young effectively closes this information gap, helping U.S. consumers discover "a more evolved version of K-beauty." As we anticipate the new arrivals, you can explore products on Olive Young's global website (remember, free shipping on orders over $60), prompting the question: Which K-beauty items should you try first? Below, I highlight what’s currently trending in Korea and the products I cannot live without.

      What Beauty Trends Are Trending in Korea Right Now?

      South Korea is recognized as being light years ahead of the U.S. in beauty innovations (with ingredients like spicules, salmon sperm, and exosomes gaining traction there long before entering Western beauty discussions), so I asked Kim about the current trends in Korea. These patterns are likely to emerge in the U.S. within the next few months.

      "The slow aging lifestyle trend continues to influence the beauty category," she remarks. "Consumers are leaning toward more customized skincare regimens that include layering serums, ampoules, essences, and creams with specific ingredients targeted at issues like pores, dark spots, and post-acne marks." Regarding ingredient trends, she mentions that searches for retinol, niacinamide, collagen, hyaluronic acid, PDRN (derived from the aforementioned salmon sperm), and madecassoside remain strong at the retailer. Notably, niacinamide searches have risen by 26% year-over-year, while PDRN has surged over 90%, indicating an increasing awareness of effective, results-driven skincare.

      When it comes to specific products, innovative creams are taking precedence over other hydrating options like serums and toners. From January to February 2026, compared to the same time last year, searches for ‘capsule cream’ soared by 1,379%, and ‘gel cream’ rose by 196%. Capsule creams particularly caught my attention while I was in Seoul; these moisturizers contain tiny capsules filled with active ingredients (such as collagen or vitamin C) that burst upon application, delivering the actives in their freshest and strongest form. "We're also seeing a growing interest in moisture-centric products such as 'cleansing milk', 'sun serum,' and 'lip serum,'" Kim adds. "Concurrently, playful and sensory formats are becoming more popular, with searches for 'bubble serum' increasing by over 2,800%, and 'bubble toner' by about 420%." I’ve definitely been swayed by the bubble trend. Since returning from Seoul, I’ve added two bubbly products to my routine, which I’ll share below.

      Shop the Products Currently Popular in Korea

      **MEDIHEAL**

      Madecassoside Toner Pads

      Toner pads are a staple in K-beauty, akin to mini, targeted sheet masks. Instead of swiping one across your skin, you'd take two or three and place them on areas that need soothing, hydration, refinement, or brightening. These madecassoside-infused pads from Mediheal are excellent for calming breakouts,