If there’s one thing I’ve learned, it’s that K-beauty never stops surprising us. New brands keep popping up, TikTok makes them go viral overnight, and suddenly everyone is talking about the same cleanser or serum.
The good news? A lot of those trending names are already available right here at Feel22. So if you’re curious where to start, these are the five brands I think will define K-beauty in 2025.
1. COSRX: The Icon 🐌
You can’t talk about K-beauty without COSRX. Their Snail Mucin Essence is probably the most viral skincare product of the past two years, and it’s still going strong in 2025. What I like about COSRX is that they don’t overcomplicate things, minimal formulas with maximum results. Their pimple patches are also a staple if you want quick fixes that actually work.
👉 My Pick: COSRX Advanced Snail 96 Mucin Essence
2. Beauty of Joseon: Tradition Made Trendy 📜
This brand is everywhere on social media, but it’s not just hype. Beauty of Joseon takes traditional Korean herbal ingredients like rice water and ginseng and makes them feel modern and easy to use. Their sunscreen is one of the few that feels weightless and invisible, so I can actually wear it every day without excuses.
👉 My Pick: Beauty Of Joseon Relief Sun Aqua-Fresh Rice + B5 Spf50+ Pa++++ Facial Sunscreen
3. Laneige: Still the Glow Queen ✨
Laneige isn’t new, but it’s timeless. Their Lip Sleeping Mask is a global beauty favorite, and their Water Bank range keeps getting better with each launch. Laneige has mastered the dewy skin look without being heavy, which is why it’s still trending in 2025.
👉 My Pick: Laneige Lip Sleeping Mask (Berry)
4. Axis-Y: The TikTok Favorite 💚
Axis-Y is all about community-driven formulas, they actually co-create products based on feedback from skincare lovers. I really love their Green Vital Energy Complex because it feels gentle but powerful, especially for sensitive skin. They’ve quickly become a go-to for anyone looking for clean, effective K-beauty.
👉 My Pick: Axis-Y Dark Spot Correcting Glow Serum
5. Anua: The Soothing Sensation 🌿
If you’ve been scrolling Instagram lately, you’ve probably seen Anua everywhere. Their Heartleaf 77% Soothing Toner has become a cult favorite for calming sensitive, irritated skin while keeping it hydrated. What makes Anua special is their focus on clean, minimal formulas that actually deliver, no fluff, just results.
👉 My Pick: Anua Heartleaf 77% Soothing Toner
💡 Final Thoughts
These five brands, COSRX, Beauty of Joseon, Laneige, Axis-Y, and Anua, show why K-beauty keeps leading the skincare world. They’re innovative, they use ingredients that work, and they make routines feel fun instead of like a chore. The best part is you don’t need all five at once. Start with one product that speaks to you and build from there, that’s the real K-beauty mindset.
You can find all of these brands and more on www.feel22.com
