● Korea Brand Trend Index

Who's winning Korean beauty?

A live ranking of 100 beauty brands by how present they are in the Korean market —exposure, popularity, and momentum — built from real audience signals, not opinions.

100 brands58 with a Korean ambassador🔥 Hottest: ma:nyo +60%Updated Jun 2026
100 brands
#BrandAmbassadorSaturationPopularityTrending
1
Lancôme France
정호연 (Jung Ho-yeon)✓
89
70▼ -26%
2
innisfree South Korea
장원영✓
85
98▼ -13%
3
Shiseido Japan
이성경, 김우석✓
81
60▼ -12%
4
Laneige South Korea
진 (Jin of BTS)✓
81
63▼ -21%
5
Urban Decay United States
박제니✓
80
39▼ -13%
6
Guerlain France
송혜교, 황민현✓
79
61▼ -16%
7
Dior Beauty France
블랙핑크 지수✓
79
72▲ +31%
8
CLIO South Korea
안유진✓
76
90▼ -23%
9
HERA South Korea
필릭스 (Felix)✓
76
96▼ -14%
10
La Roche-Posay France
크러쉬 (Crush)✓
73
97▼ -30%
11
ma:nyo South Korea
강혜원 (Kang Hyewon)✓
72
91▲ +60%
12
Dr.Jart+ South Korea
ENHYPEN✓
72
55▼ -17%
13
COSRX South Korea
전소미, 마크 (NCT)✓
71
68▼ -5%
14
MAC Canada
허윤진 (Huh Yunjin)✓
71
94▼ -20%
15
Nature Republic South Korea
NCT 127✓
71
78▼ -26%
16
Laura Mercier United States
채수빈✓
70
79▼ -36%
17
Sulwhasoo South Korea
임윤아 (YOONA)✓
70
99▼ -4%
18
Charlotte Tilbury United Kingdom
한소희✓
69
47▼ -59%
19
Givenchy Beauty France
현진 (Hyunjin)✓
69
35▼ -2%
20
Anua South Korea
수지 (Suzy)✓
66
95▼ -8%
21
Glossier United States
— none
66
44▼ -31%
22
Tony Moly South Korea
김요한✓
66
89▼ -32%
23
Missha South Korea
영빈 (Youngbin)✓
65
93▼ -23%
24
TIRTIR South Korea
BTS V (뷔)✓
63
76▼ -26%
25
Banila Co South Korea
권은비✓
63
73▲ +1%
26
YSL Beauty France
다니엘 (Danielle), 로제 (ROSÉ), 카리나 (Karina)✓
63
45▼ -29%
27
SK-II Japan
문가영 (Moon Ga-young)✓
62
14▲ +27%
28
VT Cosmetics South Korea
방탄소년단 (BTS)✓
61
16▼ -35%
29
Amuse South Korea
장원영✓
60
67▼ -10%
30
rom&nd South Korea
원희 (Wonhee)✓
60
87▼ -44%
31
Armani Beauty Italy
하니 (Hanni)✓
60
37▼ -15%
32
IOPE South Korea
이나영✓
59
69▼ -19%
33
espoir South Korea
윈터 (Winter)✓
58
77▼ -15%
34
Clinique United States
변우석✓
58
34▼ -27%
35
peripera South Korea
— none
58
66▼ -34%
36
Bobbi Brown United States
김유정✓
57
71▼ -34%
37
Aesop Australia
— none
57
92▼ -22%
38
Some By Mi South Korea
지창욱✓
57
33▼ -5%
39
A'pieu South Korea
도드리 (dodree)✓
56
41▼ -15%
40
Dr.G South Korea
이영지, 변우석✓
55
85▼ -7%
41
Abib South Korea
차은우 (Cha Eun-woo)✓
55
75▼ -10%
42
medicube South Korea
유재석✓
54
100▼ -32%
43
O HUI South Korea
김태희✓
54
57▼ -10%
44
NARS United States
이유미, 에스쿱스, 호시, 전소연✓
54
84▼ -30%
45
Mamonde South Korea
에스파 윈터 (aespa Winter)✓
53
50▼ -23%
46
Chanel Beauty France
정국 (Jung Kook), 고윤정 (Go Youn-jung), 카리나 (Karina), 김길리 (Kim Gil-li)✓
53
64▲ +1%
47
Paula's Choice United States
안은진✓
53
26▲ +21%
48
Skinfood South Korea
— none
53
81▼ -20%
49
Torriden South Korea
CORTIS (코르티스)✓
52
82▼ -8%
50
Glow Recipe United States
— none
50
19▼ -22%
51
mixsoon South Korea
ENHYPEN✓
50
53▼ -21%
52
Rare Beauty United States
— none
50
36▼ -1%
53
Tower 28 United States
— none
49
12▲ +31%
54
Isntree South Korea
NCT 재민✓
49
49▼ -4%
55
SKIN1004 South Korea
— none
49
59▲ +38%
56
numbuzin South Korea
NCT WISH✓
48
80▼ -34%
57
The History of Whoo South Korea
김지원✓
47
51▼ -20%
58
CeraVe United States
— none
47
40▼ -9%
59
Estée Lauder United States
— none
47
88▼ -26%
60
Origins United States
— none
47
27▼ -19%
61
Drunk Elephant United States
— none
46
21▼ -20%
62
Etude House South Korea
— none
44
48▼ -6%
63
Tatcha United States
— none
44
13▼ -37%
64
Frank Body Australia
— none
42
5—
65
Su:m37 South Korea
— none
42
38▼ -34%
66
The Face Shop South Korea
— none
41
83▼ -13%
67
belif South Korea
— none
41
30▼ -30%
68
Kiehl's United States
— none
41
74▼ -26%
69
Kosas United States
— none
40
11▼ -37%
70
Summer Fridays United States
— none
40
15▼ -23%
71
Kahi South Korea
김고은✓
39
20▼ -5%
72
Bondi Sands Australia
— none
38
8—
73
Saie United States
— none
38
42■ 0%
74
Round Lab South Korea
— none
38
56▼ -6%
75
Beauty of Joseon South Korea
페기 구 (Peggy Gou)✓
38
62■ 0%
76
Hince South Korea
성훈 (Sunghoon)✓
37
58▲ +6%
77
The INKEY List United Kingdom
— none
36
5—
78
Trinny London United Kingdom
— none
35
2—
79
La Mer United States
아이린 (Irene)✓
35
65▼ -19%
80
Youth To The People United States
— none
34
7—
81
Axis-Y South Korea
— none
33
17▼ -13%
82
Goodal South Korea
— none
33
46▲ +19%
83
L'Oréal Paris France
MEOVV (메오우)✓
32
28▼ -11%
84
Purito South Korea
— none
31
31▼ -5%
85
AESTURA South Korea
이도현✓
30
32▼ -17%
86
Dasique South Korea
키키 수이 (Kiki Sui)✓
30
29▼ -55%
87
Pyunkang Yul South Korea
— none
29
43▼ -8%
88
Ultra Violette Australia
— none
29
22▼ -26%
89
Caudalie France
보아 (Boa)✓
28
24▼ -43%
90
Illiyoon South Korea
— none
28
86▼ -15%
91
Benefit Cosmetics United States
— none
27
9—
92
Fresh United States
— none
26
54▼ -23%
93
Topicals United States
— none
26
10—
94
Attitude Canada
— none
22
52▼ -10%
95
Haruharu Wonder South Korea
— none
21
23▼ -19%
96
Bioderma France
송해나✓
19
25▼ -26%
97
Merit Beauty United States
— none
15
18▼ -6%
98
Three Ships Beauty Canada
— none
15
2—
99
Province Apothecary Canada
— none
12
2—
100
Graydon Skincare Canada
— none
10
2—

How the score works

Saturation · the ranking

How much market exposure a brand has: ambassador reach, earned buzz (Naver blog/news/cafe), and Korean Instagram following — percentile-ranked and weighted objectively (CRITIC).

Popularity

Consumer demand — how much Koreans actively search the brand on Naver.

Trending

Momentum — search interest over the last 3 months vs the prior 6. Who's heating up.

Click any brand for its full breakdown. Foreign brands use their Korea Instagram account where one exists. Follower counts via Instagram; demand & buzz via Naver; web traffic via Tranco.