The global K-Beauty market is focusing on the 'quick beauty' trend, which champions 'time-performance' (시성비) as its core value. This reflects modern consumers' preference for fast and effective products over complex beauty routines.
Cosmetics information platform Hwahae, in its August 2025 report, presented 'high-function minimalism' and 'optimized usability' as key keywords for 2026. CJ Olive Young and Swedish beauty consulting firm MINTOIRO also supported the trend by emphasizing the importance of skip-care makeup and multi-functional formulas.
Domestic companies are rapidly responding to the quick beauty strategy, with LG H&H operating a 1-step skincare line and emerging brand SENSEL gaining market attention with its 'quick tint'. This suggests that the beauty market is being reshaped towards consumers seeking a 'less product, better experience'.