Launched in 2008 by Amorepacific’s IOPE, cushion foundation has become the global standard for base makeup in just 18 years. The global market for cushion foundations is projected to reach approximately USD 3.9 billion by 2026, making it the largest segment within the K-beauty makeup category.
There are four key changes in second-generation cushions. First, metal or reinforced plastic cases improve hygiene and durability. Second, antibacterial-treated sponges (so-called “air-in padding”) inhibit bacterial growth. Third, SPF 50+/PA++++ is now standard, maximizing UV protection. Fourth, skincare ingredients like niacinamide and peptides are included, allowing continued skin care during makeup wear.
Leading products in Korea are Hera Black Cushion, Laneige Neo Cushion, and A’pieu This Is Cushion, recognized as the top three in the domestic market. Globally, Lancôme Teint Idole Cushion and Dior Forever Cushion dominate. Price ranges are KRW 40,000–70,000 for mid-range and KRW 90,000–150,000 for luxury lines in Korea.
One key fact for consumers: some cushion foundation ingredients oxidize over time, causing color changes. It is recommended to use within six months after opening, and to clean the sponge monthly with lukewarm soapy water or replace it with a refill. If the surface darkens or the scent changes, replace immediately.
Looking globally, while cushion foundation began in Korea, it is rapidly expanding in the US, Europe, and the Middle East. According to Sephora US’s 2025 quarterly data, cushion category sales rose +52% year-on-year, with 64% of first-time buyers being working women aged 25–34. Japan largely retains first-generation cushions, but in Southeast Asia, value-oriented K-cushions (A’pieu, Clio) are growing faster than luxury lines. In the US, luxury brands like Lancôme and Dior lead, but K-cushion brands are gaining share through competitive pricing.
When choosing a cushion foundation, the key points are: (1) select a finish (glow/semi-matte/matte) that matches your skin’s oiliness or dryness; (2) check the SPF level—SPF 30+ is sufficient for commuting, while SPF 50+ is needed for outdoor activities; (3) maintain case hygiene—since this category is most prone to bacterial growth with daily use, opt for antibacterial cases. If you notice a color change, replace the product without hesitation. For those in their 30s and above, lightly applying setting powder over the cushion can help blur pores and fine lines for a more polished finish.