From K-Beauty to Global Beauty Trends: A Must-Read Guide Before Your Beauty Shoot
Why K-Beauty Continues to Dominate the Global Market
Did you know that K-beauty exports exceeded $10 billion as of 2024? Korean beauty products are seeing explosive growth worldwide, expanding beyond China and Southeast Asia to achieve massive popularity in North America and Europe. From K-beauty trends to global beauty trends and how to book a beauty model, we're here to give you the essentials for your beauty shoot.
The Top 4 K-Beauty Trends in 2025
The beauty industry is constantly evolving. To stay ahead of global beauty trends, let’s first examine the hottest Korean skincare and makeup trends for 2025.
1. Olive Young’s Global Expansion
Olive Young is at the forefront of K-beauty retail, becoming a must-visit destination for international tourists. To enhance the customer experience, Olive Young has launched a shuttle bus service from Incheon Airport to Myeongdong, allowing global consumers to shop for Korean beauty products seamlessly.
Olive Young’s major competitor in international K-beauty sales is Amazon, where brands like Beauty of Joseon and Anua are dominating. If you’re a beauty brand looking to expand, considering both Olive Young and Amazon as sales channels is crucial.
2. Color Variations in Cosmetics
The demand for inclusive beauty is rising, with brands launching personalized foundation shades to cater to diverse skin tones. A prime example is TIRTIR’s cushion foundation, which expanded from just 3 shades to 30 shades.
A viral review by beauty influencer MissDarcei has garnered over 31.5 million views, proving the power of influencer marketing in the global beauty industry.
3. The Rise of Dupe Culture
Dupe is short for Duplication. The dupe trend is shaping 2025 beauty consumer habits. Unlike counterfeit products, dupes offer affordable alternatives to luxury cosmetics while maintaining high quality.
This trend is especially popular among Gen Z beauty shoppers, who seek cost-effective yet high-quality beauty solutions.
4. Wellness Beauty & Multi-Use Products
The demand for wellness beauty is growing, with consumers embracing CBD-infused skincare and meditation-friendly beauty products.
Additionally, multi-use beauty products—such as lip and cheek tints that double as eyeshadow—are becoming mainstream, catering to consumers who value efficiency and minimalism.
Global Beauty Trends & Model Preferences by Country
🇰🇷 South Korea: The Rise of Natural Beauty
Korean beauty editorials in 2025 focus on natural makeup, emphasizing dewy skin and lightweight foundation rather than full coverage. This shift reflects the growing wellness beauty movement.
🇺🇸 United States: Celebrating Diversity & Bold Beauty
In the U.S. beauty market, 2025 is all about individuality and inclusivity. Beauty brands are featuring models from various racial and cultural backgrounds, celebrating bold color palettes and expressive makeup styles.
🇹🇭 Thailand: From Glam to Minimalist Beauty
Thailand's beauty industry is known for its creative makeup trends, ranging from bold retro looks to natural-looking skin. The minimalist beauty movement is gaining momentum, with consumers favoring effortless beauty routines over heavy cosmetics.
From K-beauty to global beauty modeling
Are you still relying on traditional agencies for model casting? Discover Spotlite, a revolutionary model-scouting platform that makes it easier to find the perfect models for your beauty campaign.
1. Search for custom models
Finding the right model is easy with a variety of filtering options. You can quickly find your favorite models based on gender, country, location, height, and more.
2. Access a Global Model Network
With a network of over 1,500 professional models, Spotlite allows brands to cast talent for both domestic and international beauty shoots effortlessly.
3. Manage Contracts & Payments in One Platform
Spotlite simplifies the entire model hiring process, offering instant access to model rates, contract management, and seamless communication. The model's estimate is also available right when you log in to help you manage your budget.
Coming in 2025: Spotlite is expanding its services to include stylists and makeup artists, making it the ultimate beauty shoot resource!
The global beauty market is evolving at an unprecedented pace. By understanding the latest K-beauty and global beauty trends, beauty brands can stay ahead of the competition.
Looking for professional beauty models for your next campaign? Check out Spotlite’s exclusive model directory now!