In November 2025, global interest in K-Beauty surged once again.
Google Trends data shows a clear rise in K-Beauty–related searches across the United States, Europe, and the Middle East, with all three regions sharing notable points of overlap.
In this report, we analyze K-Beauty search trends across these major regions using Google Trends data from November 2025. We then highlight the product categories that gained popularity across all three markets simultaneously.
USA K-Beauty Search Trends
According to Google Trends, the U.S. market showed strong growth in scalp-care and functional skincare categories.
◆ Top Rising Keywords in the U.S.
- Hair Tonic / Scalp Serum
- Peptide Cream
- Oil Control Serum
- Cica Moisturizer
- Retinol Korean Skincare
◆ Consumer Insights
- Growing interest in scalp concerns (oiliness, sensitivity, early hair-loss signs)
- Preference for simple, functional, results-driven routines
- Increased searches for “Korean scalp care”
Hair tonics and scalp serums grew by approximately 32% month-over-month, marking the strongest upward trend in the U.S. for November.
Europe K-Beauty Search Trends
Europe continued to favor low-irritation, vegan, and naturally formulated K-Beauty products.
◆ Top Rising Keywords in Europe
- Skin Barrier Cream
- Cica Repair Serum
- Sensitive Skin Korean Skincare
- Hypoallergenic Toner
- Vegan Korean Beauty
◆ Consumer Insights
- Strong preference for products suited for sensitive and allergy-prone skin
- Interest in long-term skin-barrier rebuilding
- Favorability toward natural and low-irritant formulas
Barrier and repair-focused categories ranked the highest in Europe.
Middle East K-Beauty Search Trends
The Middle Eastern market showed strong interest in deep hydration, glow finishes, and fragrance-driven beauty.
◆ Top Rising Keywords in the Middle East
- Brightening Serum
- Sun Stick / UV Protection
- Hydrating Cream / Glow Cream
- Hair Tonic for Oily Scalp
- Long-lasting Moisture Skincare
◆ Consumer Insights
- Strong preference for moisturized, radiant skin finishes
- High sun exposure driving demand for sun-care products
- Continued growth of fragrance-forward beauty products
Brightening + hydration formulas dominated the region’s K-Beauty searches.
Global Overlap: K-Beauty Categories Popular Across All Three Regions
Comparing Google Trends data across the U.S., Europe and the Middle East reveals that,
despite regional differences, several product categories gained consistently high search volume worldwide.
⭐ Top 3 Globally Popular K-Beauty Categories
All three markets showed significant interest in:
- Hair Tonics & Scalp Serums
- Skin Barrier Creams
- Brightening & Glow Care
Below are examples of globally recognized K-Beauty products frequently searched in these categories.
| Category | Brand | Product | Why It’s Popular |
|---|---|---|---|
| Hair Tonic / Scalp Serum | Dr.FORHAIR | Folligen Tonic | Consistently ranks high on Amazon and Olive Young Global; widely praised for scalp-soothing and root-strengthening effects; frequently linked with “Hair Growth” searches. |
| AMOS Professional | Green Tea Active Scalp Tonic | Trusted Amorepacific salon line; green-tea-based cooling and oil-balancing care appeals strongly to U.S. and Middle Eastern consumers, driving steady search growth. | |
| Labo-H | Scalp Strengthening Tonic | Strong brand identity as a scalp-specialist line; often appears in “Korean hair-loss care” searches; popular for early-stage hair-loss support. | |
| Skin Barrier Cream | Illiyoon | Ceramide Ato Cream | Widely recognized in the U.S. and Europe as the leading “Korean ceramide cream”; highly rated for sensitive-skin and barrier-care benefits. |
| Laneige | Water Bank Blue Hyaluronic Cream | A steady global seller at Sephora; meets key demands for hydration + barrier reinforcement across multiple markets. | |
| Etude | SoonJung 2x Barrier Cream | Favored in Europe for its low-irritation, fragrance-free formula; consistently rising in sensitive-skin searches. | |
| Brightening / Glow Line | Klairs | Freshly Juiced Vitamin C Drop | A global best-known Korean vitamin C serum; gentle yet visibly brightening formula keeps it highly ranked in “Korean Glow” searches. |
| Some By Mi | Galactomyces Pure Vitamin C Glow Serum | Galactomyces + vitamin C combination resonates strongly in Middle Eastern and European markets; praised for effectiveness and value. | |
| COSRX | Propolis Light Ampoule | Lightweight glow finish aligns well with U.S. and European preferences; frequently referenced in glass-skin categories. |
Conclusion
K-Beauty search trends in November 2025 varied across regions, but three key categories consistently stood out worldwide: scalp care, skin-barrier care, and glow/brightening care.
These trends are expected to continue into 2026, making them essential considerations for new brand launches or product-line expansions.
Neo Mirae is a K-Beauty OEM/ODM specialist offering complete end-to-end development across hair tonics, skincare, scalp care, and other categories.
We support your brand throughout the entire process to help you grow in the global market.
