The Next K-Beauty: Meet The Newest Global Beauty Trends


Here’s a list of things that wouldn’t be nestled in your bathroom cabinet were it not for the K-Beauty boom: any essences, sheet masks, a majority of your serums, anything with the world ‘snail’ in, and the whole Dr Jart range.

Whether you consider yourself practically a Seoulite or just dabble in the odd TonyMoly product, Korean trends have shaped the global industry in a profound way, with the ethos of mult-multi-step routines and scrupulous SPF application now de rigueur.

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Now, new challengers appear. Beauty analysts have been forecasting for last six months that Japanese beauty is about to pick up in a big way, while Aussie favourites like Frank Body and KORA Organics are enjoying huge popularity on UK shores.

Below, we’ve rounded up the new global beauty movements you need to know about now…


Of course, you’re most likely already familiar with J-Beauty heavyweights like Shiseido and SK-II. But thanks to a strengthened economy and culture of cleanliness and self-care, Japan is looking to expand its beauty horizons even further.

“There is a simplicity to Japanese rituals that is midway between European and Korean methods of skin and body care application, for example,” make-up artist and BeautyMart co-founder, Millie Kendall, told Vogue.

Decorté, fronted by Kate Moss, launched at Selfridge’s to great acclaim, while Shiseido WASO Skincare collection was a breakout hit of 2018. Suqqu makes some of the most exquisite brushes in the business, and DHC’s purse-friendly skincare is beloved by beauty editors – try its Cleansing Oil.

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An abundance of naturally antioxidant rich ingredients like Kakadu plum and Noni berry, and strong year-round sun give Australia quite the edge when it comes to skincare – and the national preoccupation with wellness and a clean lifestyle doesn’t hurt, either.

Frank Body has enjoyed global success with its coffee body scrubs and skincare line thanks to a tongue-in-cheek social media presence, while Aesop remains the happiest brand to find in your hotel bathroom. So much of Aussie life is spent in the great outdoors, which means clean water and pollution are primary concerns for many beauty brands Down Under like INIKA Organics and Dr. Roebuck’s. Beloved by influencers and make-up artists alike, BECCA also hails from Australia, with a sun-dappled glow and bronzed skin forming its signature makeup look.

Miranda Kerr’s certified beauty line KORA Organics also dropped at Space NK last month – the Noni Glow Body Oil is a must-try.

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The Nordic land home to cinnamon buns and excellent jumpers galore was named the World’s Happiest Country last year – which may or may not have anything to do with their laidback culture, which is full of lots and lots of sauna time (there’s one sauna per 1.8 people).

The country’s best-selling skincare brand is Lumene, which is happily now available in the UK. VP of Research & Development Tiina Isohanni told [i]Vogue[/I], “Finland is a country where wellbeing rituals are very much influenced by women’s relationships with the surroundings and omnipresent nature and unusual light cycle, but also a place where a down-to-earth, authentic and effortless approach to beauty is celebrated”.

Our favourites include the Arctic Recovery Aerating Gel Mask and Nordic C Glow Boost Essence.


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