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K-Beauty Movement Expands in Europe, Shaping Future Skincare Innovation

Style and Beauty

Business Honor- K‑Beauty Expands Across Europe, Driving Skincare Innovation Surge

Business Honor
20 June, 2025

European brands embrace K-beauty principles, blending Korean techniques with local tastes.

K-beauty is now more than just an import to Europe—it's turning into a full-fledged movement. With Korean skincare continuing its rise in popularity around the world, more and more European business people are starting up their own K-beauty-inspired companies. These companies aren't merely importing Korean products; they're embracing South Korea's philosophy of skincare, groundbreaking formulations, and quick manufacturing cycles to formulate locally adapted skincare ranges.

As of June 17, according to industry players, Europe is also witnessing the emergence of local beauty brands adopting the K-beauty format. Such brands deliver good-quality, non-irritating formulas at a budget-friendly price—deviating from conventional Western standards where more money typically meant higher quality. South Korean exports of skincare products exceeded $10 billion in 2024, and most of that expansion is fueled by increasing demand in Europe.

Some of the most popular elements of K-beauty are multi-step routines, rich content-driven social media advertising, and innovative ODM (original design manufacturing). European startups are beginning to apply these elements to local markets.

A standout example is Yepoda, founded in Germany. Developed by Korean-German founder Sander Joon-young and business partner Veronika Strotmann, Yepoda pairs Korean production with European tastes, such as vegan formulations and sustainable packaging.

There is also Hwarang in Finland. Hwarang is inspired by Korea's Silla Dynasty and directly works with Korean manufacturers and has rapidly grown into more than 1,100 European outlets in 16 countries.

Pure Seoul in the UK is introducing K-beauty to consumers via retail shops and educational experiences, carrying more than 60 Korean brands at eight of its London locations.

Experts suggest that Europe is presently the hub of K-beauty's international growth—not only as a consumer but also as a creator of the future movement in skincare innovation.