NATIONAL K-BEAUTY WEEK

NATIONAL K-BEAUTY WEEK

The second week in May is officially National K-Beauty Week. Whether you’ve been obsessed with K-beauty for years or you’re just starting to hear the buzz, this week is for you.

#KBeautyWeek

K-Beauty, or Korean beauty, is one of the most exciting and influential forces in the beauty world today — and it’s so much more than a trend. Born in South Korea and embraced by millions of people around the globe, K-beauty is a celebration of creativity, innovation, and the idea that beauty should feel fun and joyful. It’s brought us glass skin, toner pads, cushion foundations, overnight sheet masks, and some of the most inventive formulas the industry has ever seen. And the best part? Whether it’s skincare, makeup, or haircare — K-beauty is genuinely for everyone. Every age, every background, every budget.

All About K-Beauty

K-beauty brought the world a new way of thinking about beauty. One of the core ideas? Consistency is everything. Your skin cells take about 28 days to regenerate, which means real results take time. Here are a few of the ideas that started in Korea:

  • Multi-Step Skincare Routines: K-beauty popularized layering products — cleanser, toner, essence, serum, moisturizer, SPF. The goal isn’t a rigid 10-step routine. It’s a thoughtfully curated mix of hydration and targeted treatment in lightweight layers, unique to your skin’s needs.

  • Glass Skin: The signature K-beauty look--luminous, hydrated, healthy skin that emphasizes long-term skin health with gentle, skin barrier-focused formulas over heavy coverage.

  • Innovative Ingredients: K-beauty brands are early adopters of unique ingredients like snail mucin for repair and hydration, Centella Asiatica for soothing and barrier support, fermented extracts for better absorption, and PDRN (salmon DNA) for cellular renewal.

  • The Preventative Mindset: Instead of fixing problems later, K-beauty focuses on early care--consistent hydration, sun protection, and building good habits before concerns arise.

All About K-Beauty

  • Multi-Step Skincare Routines:

    • K-beauty popularized layering products — cleanser, toner, essence, serum, moisturizer, SPF. The goal isn’t a rigid 10-step routine. It’s a thoughtfully curated mix of hydration and targeted treatment in lightweight layers, unique to your skin’s needs.

  • Glass Skin:

    • The signature K-beauty look--luminous, hydrated, healthy skin that emphasizes long-term skin health with gentle, skin barrier-focused formulas over heavy coverage.

  • Innovative Ingredients:

    • K-beauty brands are early adopters of unique ingredients like snail mucin for repair and hydration, Centella Asiatica for soothing and barrier support, fermented extracts for better absorption, and PDRN (salmon DNA) for cellular renewal.

  • The Preventative Mindset:

    • Instead of fixing problems later, K-beauty focuses on early care--consistent hydration, sun protection, and building good habits before concerns arise.

5 WAYS TO CELEBRATE NATIONAL K-BEAUTY WEEK

The minute you decide to switch to more intentional skincare ingredients; the sooner your routine will become a facial celebration. Here are a few things you can also do to help you get the most out of your experience:

  1. Discover something new. Try a K-beauty product you’ve been curious about--a moisturizer with spicules, or a wet dry shampoo wand. The K-beauty world is wide and there’s always something worth exploring.

  2. Enjoy the process. Instead of focusing on getting your self-care routine done, slow down and take the time to add in another layer of serum, massage your face while applying your favorite skincare products, and spend an extra 10-30 minutes for a hair mask post-shampoo.

  3. Explore the culture. K-beauty is part of a broader Korean cultural wave that includes food, music, film, and art. Use this week to go a little deeper--try a Korean restaurant, visit a cultural space, or simply learn more about the heritage behind the products you love.

  4. You may not know it, but many of your favorite beauty products are already made in South Korea. Korea is one of the world’s leading beauty manufacturers. Many global brands you know are formulated and produced there. K-Beauty Week is a good moment to discover how much Korean innovation is already part of your routine.

  5. Engage. What’s the K-beauty product you keep coming back to? Tell a friend, leave a review, share a recommendation or post about it using #kbeautyweek.

FOUNDER OF NATIONAL K-BEAUTY WEEK

The National Day Calendar Registrar approved National K-Beauty Week in 2026 on behalf of K-Beauty World by Landing International to be celebrated each year during the second week of May.

National K-Beauty Week is an initiative that celebrates K-beauty for everyone — regardless of ethnicity, age, or background--reflecting values of inclusivity, self-care, and confidence. It aims to highlight the creativity, quality, and scientific advancement that define K-beauty, while fostering deeper cultural and industry engagement between Korea and the United States.

About K-Beauty World

From shoppable retail curations to viral pop-ups and experiences, K-Beauty World is the ultimate retail platform for every age, skin tone, and budget to discover K-beauty. Powered by Landing International, K-Beauty World brings over 500 high-performance skincare and makeup products to the U.S. from the K-Beauty brands shaping what’s next.

About Landing International

Landing International is the leading B2B global growth partner helping brands launch, scale, and succeed in new markets. Founded in 2013, Landing is the engine behind America’s K-Beauty movement-- responsible for introducing and scaling viral brands like COSRX and Dr. Melaxin in the U.S. market. Landing has established over 225 beauty and wellness brands at major U.S. retailers including Dermstore, JCPenney, Nordstrom, Revolve, Target, and Ulta Beauty. With a unique focus on brand identity and long-term growth, Landing continues to help its brands reach over $300 million in sales.

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