Top K-Beauty Trends & Bestselling Brands Loved by Southeast Asian Gen Z & Millennials in 2025

K-beauty 2025 is more than just skincare — it’s a cultural movement that’s redefining beauty standards across Southeast Asia, driven by Gen Z’s demand for authentic, effective routines in markets like Singapore, Indonesia, and Thailand.

This in-depth guide explores the top K-beauty trends in 2025 and the best Korean makeup brands that have captured the hearts (and shopping carts) of young consumers in Southeast Asia. In Malaysia and Singapore, K-beauty routines are shaped by the region’s humidity, prompting high demand for lightweight products. In Vietnam and Thailand, influencers have popularized top-rated Korean sheet masks, while Indonesian Gen Z audiences continue to search for affordable acne-care routines that work in tropical climates.

You’ll discover how K-beauty for Gen Z has evolved into a cultural experience and how the bestselling K-beauty products reflect a fusion of tradition, science, and social media virality.

💡 Curious about which Korean beauty brands Gen Z in Southeast Asia trust most?

Keep scrolling for our curated list of the top products and brands leading the K-beauty wave in 2025.

Why K-Beauty Is Thriving in Southeast Asia in 2025

The explosive popularity of Korean beauty trends in Southeast Asia can be attributed to several key drivers:

• Social media virality – TikTok skincare routines, YouTube hauls, and Instagram reels highlight K-beauty routines for beginners and advanced users alike.
• Global celebrity endorsements – K-pop idols and K-drama actors are brand ambassadors for top products, from Korean sheet masks to serums. Among the top-rated Korean sheet masks, soothing variants with centella or hyaluronic acid continue to trend on TikTok Thailand and Shopee Vietnam.
• Affordability & accessibility – Affordable Korean beauty brands 2025 are widely available through platforms like Shopee, Amazon, and YesStyle.

But it’s not just about good marketing. The real reason K-beauty 2025 stands out is its combination of dermatological science, botanical ingredients, and user-centered product development. Gen Zs in Southeast Asia, known for their digital savviness and skincare awareness, are drawn to the multi-step routines, minimalistic packaging, and the promise of healthy, glowing skin.

✨ Don’t miss this: Discover the top 10 best-selling Korean beauty products in Southeast Asia this year.

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What Is K-Beauty and Why Does It Matter?

Before diving into brands and trends, let’s clarify the basics. What is K-beauty? Simply put, it refers to the skin-first beauty philosophy born in South Korea, emphasizing hydration, protection, and gradual transformation over quick fixes. The typical routine includes steps such as double cleansing, toner, essence vs serum, moisturizer, and sun protection — often tailored for oily, dry, sensitive, or acne-prone skin — including best Korean skincare products for oily skin such as low-pH cleansers and lightweight toners.

According to Gen Z users in Vietnam and Thailand, the appeal lies in its flexibility. K-beauty routines for beginners often start with 3–5 steps, while enthusiasts go for all 10. Many products are designed to address specific concerns like dullness, redness, or clogged pores — with Korean toners for acne and gentle exfoliators from Korean brands topping search charts across Southeast Asia.

🧴 Looking to start your own K-beauty journey?

Check out our simple beginner-friendly skincare routine and product recommendations tailored for your skin type.

From glass skin to cruelty-free formulas and influencer-driven trends, the Korean beauty industry shows no signs of slowing down — especially with the rise of K-beauty trends in Indonesia, Malaysia, and Vietnam. As K-beauty trends in Southeast Asia adapt to humid weather and regional skin needs, local influencers are becoming key voices in shaping product choices.

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Top K-Beauty Trends & Bestselling Products in Southeast Asia (2025)

As K-beauty 2025 continues to dominate beauty conversations across Southeast Asia, three major trends have emerged that are shaping consumer choices and brand innovation:

• Minimalist multi-taskers – Products that combine hydration, brightening, and anti-aging in one formula.
• Barrier-repair skincare – Centella asiatica, ceramides, and fermented ingredients are on the rise.
• Local influencer partnerships – Brands collaborate with creators in Thailand, Indonesia, and Vietnam to build regional trust.

This evolution reflects a deeper demand for function, transparency, and inclusivity. As beauty evolves, K-beauty 2025 continues to set the tone not just for skincare, but for the entire wellness and aesthetic experience across Southeast Asia. Let’s explore the best-selling K-beauty items for Gen Z in 2025 and why they’re trending on platforms like Shopee, TikTok Shop, and Amazon.

Bestselling Korean Beauty Brands Loved by Southeast Asian Gen Z

• Cosrx – Known for its gentle exfoliators, snail mucin essence, and budget-friendly acne care line.
• Beauty of Joseon – Herbal formulas with glass skin finish. Viral on TikTok Malaysia and Indonesia.
• Innisfree – Natural ingredients from Jeju Island. Buy Korean toner for acne is one of its top Google queries.
• Laneige – Still a top pick in K-beauty Amazon bestsellers with its water sleeping mask and lip balm.
• Etude – Affordable cushion foundation, colorful eye palettes, and top-rated by Thai beauty bloggers.

In Malaysia, Innisfree and Laneige remain bestsellers on Shopee due to their hydrating yet lightweight formulations. Meanwhile, Cosrx and Beauty of Joseon dominate in Vietnam and Indonesia thanks to their acne-fighting toners and gentle exfoliators — ideal for humid, acne-prone skin types common in the region.

Most also rank well on keywords like Korean beauty brands to buy online or K-beauty product reviews 2025.

Find these products on your favorite Southeast Asian platforms like Shopee Malaysia, Lazada Thailand, or Tokopedia Indonesia.Explore K-Beauty Deals

K-Beauty Routine for Beginners: The 5-Step Starter Guide

If you’re wondering how to start a Korean skincare routine, here’s a simplified version for Gen Z in humid climates like Singapore or Indonesia:

1. Double Cleansing – Oil cleanser (PM only) + water-based cleanser (AM/PM)
2. Toner – pH-balancing and prepping the skin
3. Essence vs Serum – Essence hydrates; serum targets concerns like acne or dullness
4. Moisturizer – Lightweight gel or cream
5. Sunscreen – Daily essential even indoors

These steps have helped thousands achieve glass skin results, especially when supported by targeted products like Korean sheet masks and sleeping packs. From lightweight gel creams to pH-balanced toners, the best Korean skincare products for oily skin are now staples in beauty routines from Malaysia to Vietnam. If you’re looking for more, check out our section on K-beauty Malaysia Shopee top-rated kits.

Top Korean Beauty Brands for Gen Z and Millennials in 2025

In 2025, the K-beauty industry is led by brands that resonate with Gen Z’s values—sustainability, affordability, and authenticity. Below are the most beloved Korean beauty brands by Southeast Asian Gen Z and Millennials, based on social media engagement, best-seller rankings, and influencer collaborations.

• Innisfree: Eco-friendly packaging and affordable skincare ranges make this a go-to choice in Thailand and Vietnam.
• Etude: Known for youthful packaging and budget-friendly products, especially cushion foundations and lip tints.
• Cosrx: Revered for its minimal ingredients and effectiveness for acne-prone skin — one of the most top-rated Korean sheet masks also comes from this brand, making it a hit with K-beauty for Gen Z consumers.
  popular across Singapore and Indonesia.
• Laneige: Still a best-seller in 2025, especially for its sleeping masks and glass skin-enhancing products.
• Beauty of Joseon: A TikTok favorite for traditional ingredients like ginseng and rice ferment, dominating Gen Z routines. Brands like Etude and Rom&nd are redefining K-beauty for Gen Z by combining bold aesthetics with clean formulations and cruelty-free certifications.

For a more localized experience, check trending K-beauty routines on Shopee Malaysia or find Vietnam’s Gen Z-approved skincare kits through TikTok Shop. Indonesian customers are also gravitating toward barrier-repair serums and centella-based toners in 2025, reflecting their climate-conscious skincare needs.