Unveiling 2024: Beauty Trends on the Horizon

As we step into a new year, the beauty landscape is ready for a fresh wave of trends to take center stage. Let’s explore the beauty movements that are set to define 2024.

Cleansing balms

Building on the momentum of 2023, cleansing balms and oils continue to reign supreme in the beauty realm. Recognized for their skin-nourishing benefits, these products are poised to elevate their popularity in South Korea and extend their influence in the western beauty scene. Our top picks for the year include:

  • Heimish -All Clean Balm
  • The Face Shop – Rice Water Bright Light Cleansing Oil
  • Beauty of Joseon – Ginseng Cleansing Oil
  • COXIR – Ultra Hyaluronic Cleansing Oi 

Toner Pads

A trend that shows no sign of fading, Toner Pads take the spotlight in 2024, embraced by idols, vloggers, influencers, and even our beloved actors. Beyond simplifying skincare routines, these pads minimize product waste, making them an eco-friendly and efficient choice.

Explore More about Toner Pads.

Restauration beauty

Over the last couple of year, the skincare and beauty industry has taking a turn and working towards a more holistic approach that has moved towards restorative beauty, which hopes to not reverse but slow down the ageing process by keeping the body and skin healthy, and replenished with all the necessary nutrients. 

This trend does not only talks about the keeping the skin glowing but also having enough vitamins and nutrients your body needs ( look at the +10k product placements in KDramas), however, for this article we are focusing on the skin and how many product in Korean Skincare have embraced this new philosophy of beauty.

Brands that have embraced this trends are:

Scalp Health 

TikTok has been buzzing with scalp treatments, a trend that’s anticipated to surge in popularity in the west. This spa-like experience focuses on checking and restoring scalp health, promoting not only hair growth but also providing a relaxing retreat.

Personalised foundation tones

The quest for the perfect foundation shade has evolved into a major trend. From the Laneige pop-up store on TikTok to potential citywide expansions, personalized foundation tones are gaining momentum, allowing individuals to discover their ideal match effortlessly.


The Laneige Bespoke Neo experience brings you the perfect foundation shade match with the help of a professional. 🤩 Plus, you get to watch a robot customise your product on the spot. 🤖 #myeongdong #myeongdongstreet #makeup #kbeauty


And there you have it—a sneak peek into the beauty trends that will shape 2024. If you spot another trend on the horizon, share it with us in the comments below. As the beauty industry evolves, let’s stay connected and explore the transformations and innovations that lie ahead. Here’s to a beautiful and trend-setting year!