At the start of each new year, we look back at how the past year has been and at the same time think about the future - what will next year look like? If you want to take a peek into 2026, read our previous article on trend forecasts for 2026👉🏼

But now it's time to get acquainted with your favorites, which skincare and makeup products were popular with you and why? If you haven't tried these products yet, it's a great opportunity to find out what lies behind their popularity and why thousands of people have fallen in love with them. 💜

Top 10 Skincare Products

Discover our customers' most purchased skincare products in 2025:

1. Biodance – Bio-Collagen Real Deep Mask

Maybe 2025's big social media hype? How many videos of Biodance's Bio-Collagen Real Deep Mask have we not seen used on different planes or overnight? And yes, it gives a fantastic glow, so we are not surprised that this was our customers' most purchased product! The mask has a design that fits firmly and comfortably and when it has finished working on the skin, the white mask becomes completely transparent. This sheet mask not only gives a lot of radiance but also deeply hydrates the skin, makes pores appear smaller, and improves skin elasticity.

2. Dr Althea - 345 Relief Cream

The big buzz of the year number 2? At least if you ask our customers! Dr Althea 345 Relief Cream is a face cream with a light and fast-absorbing formula. The moisturizer contains the popular ingredient niacinamide which balances sebum production, reduces redness, and strengthens the skin's protective barrier. 
345 Relief Cream also has soothing ingredients that are well suited for sensitive and acne-prone skin to balance the skin after an acne outbreak.  

3. Anua - Heartleaf Pore Control Cleansing Oil

Heartleaf Pore Control Cleansing Oil from Anua is an oil cleanser that deeply cleanses the skin from dirt and makeup. The thick oil-based formula melts away makeup (even waterproof!) and is then easily rinsed off with water.
The cleanser is enriched with Heartleaf (Houttuynia Cordata) which soothes the skin and inflammations making it well suited for acne-prone skin.
In addition to Heartleaf, the cleanser also contains vitamin E and vegetable oils which leave the skin soft and hydrated after use.

4. Purito Seoul - Mighty Bamboo Panthenol Cream

Mighty Bamboo Panthenol Cream from Purito Seoul is a mild hypoallergenic face cream suitable for those with sensitive skin that easily reacts to products. The moisturizer contains 10% Panthenol which hydrates the skin by attracting and binding moisture. Panthenol also has soothing properties and reduces any redness and irritation. Mighty Bamboo Panthenol Cream also contains bamboo extract, squalane, niacinamide and centella asiatica extract which makes this face cream leave the skin hydrated, balanced, soft, and radiant! 

5. SKIN1004 - Madagascar Centella Ampoule

SKIN1004 Madagascar Centella Ampoule has almost cult status due to its popularity! This incredibly popular ampoule contains Centella Asiatica extract, which contributes to healthy skin by soothing irritated skin, balancing, and strengthening the skin barrier. Centella Asiatica accelerates the healing process of wounds and scars, making it suitable for acne-prone skin. The formula is light, allowing it to quickly absorb into the skin without feeling sticky. 

6. SKIN1004 - Centella Hyalu-Cica Water-Fit Sun Serum

We find yet another product from SKIN1004 on the top list for 2025. Centella Hyalu-Cica Water-Fit Sun Serum was your most purchased sunscreen during the year. The sunscreen has SPF 50+ and is hypoallergenic, which is suitable for people with sensitive skin. It has a light serum-like formula that quickly absorbs into the skin without feeling sticky or leaving any white cast. Centella Hyalu-Cica Water-Fit Sun Serum also contains ingredients that niacinamide, which gives the skin radiance as well as Centella Asiatica Extract, which has soothing properties.

7. Round Lab - Birch Juice Moisturizing Sunscreen

Our customers' second most purchased sunscreen comes from Round Lab and is called Birch Juice Moisturizing Sunscreen. This is also a product that has been widely seen on social media and has been a bestseller in Korea for many years. Birch Juice Moisturizing Sunscreen has SPF 50+ and sits nicely on the skin without irritating or leaving a white cast. As the name suggests, the sunscreen contains birch in the form of Korean birch sap, which has soothing properties. The sunscreen also contains niacinamide and vitamin C, which give radiance and even out skin tone. 

8. Anua - Heartleaf Quercetinol Pore Deep Cleansing Foam

Another cleanser from Anua with Heartleaf is on the list! This time Heartleaf Quercetinol Pore Deep Cleansing Foam. This is a mild facial cleanser with an almost creamy texture that is slightly grainy, gently exfoliating the skin. This cleanser is suitable for acne-prone skin as it contains Heartleaf (Houttuynia Cordata), which soothes irritated and inflamed skin. Triple hyaluronic acid makes the skin feel soft and hydrated after cleansing. 

9. Anua - Azelaic Acid 10 Hyaluron Redness Soothing Serum

Azelaic Acid 10 Hyaluron Redness Soothing Serum from Anua is a lightweight serum. As the name suggests, this serum contains 10% azelaic acid, which is an ingredient that promotes healthier skin by reducing redness, impurities, and evening out skin tone. The serum reduces clogs and prevents the formation of impurities, making this serum suitable for acne-prone skin. 

10. Anua - Niacinamide 10% + TXA 4% Serum

In tenth place among the most purchased skincare products in 2025 we find Niacinamide 10% + TXA 4% Serum from Anua. Again, we get a hint in the product name as to why this serum is one of the most purchased. It contains 10% niacinamide and 4% tranexamic acid. This combination helps to brighten pigmentation changes in the skin and reduces the appearance of enlarged pores, giving skin a clear and healthy look. Ceramides and hyaluronic acid deeply moisturizes the skin and gives an incredible "glass skin effect". The serum’s red color comes naturally from vitamin B.

Top 10 Makeup Products

Discover our customers’ most purchased makeup products in 2025:

1. BBIA - Never Die Mascara

It’s no wonder that BBIA’s Never Die Mascara ranks first! This waterproof fiber mascara not only gives separated lashes but also incredible lift and volume. The waterproof formula makes it stay put all day and it is removed with a thicker balm or oil cleanser in the evening. Never Die Mascara comes in two colors, a classic black and a brown for those who want a softer makeup look.

2. TIRTIR - Mask Fit Red Cushion

In second place over the top 10 most purchased makeup products, we find a super viral product: TIRTIR Mask Fit Red Cushion. This has been many people's introduction to so-called Cushion Foundations, that is, foundation applied with a small makeup cushion. Mask Fit Red Cushion is a full coverage foundation that gives you flawless glass skin! This foundation also contains skincare in the form of radiance-enhancing niacinamide, barrier-strengthening adenosine and soothing propolis extract as well as SPF 40+. Mask Fit Red Cushion comes in 43 different shades.

3. Cosnori - Flow Wave Tint

Cosnori Flow Wave Tint is a glossy lip tint that leaves a beautiful color and makes the lips look incredibly juicy! Besides giving an amazing shine, the tint also has moisturizing and nourishing properties. Flow Wave Tint comes in 9 different shades so you can find your favorite color.

4. BBIA - Last Auto Gel Eyeliner

This award-winning eyeliner from BBIA is called Last Auto Gel Eyeliner and comes in 19 different colors. As the name suggests, it has a gel-like formula which makes application easy and you can easily smudge it to give a softer impression. Last Auto Gel Eyeliner is waterproof and also comes with a small sharpener so you can always keep it sharp! 

5. MOOMIN x BBIA - Lip Oil

To celebrate Moomin's 80th anniversary, BBIA created this super cute lip oil in collaboration with Moomin! The lip oils are inspired by Finland's northern lights and have that incredible k-beauty quality that makes lips slightly plumped and incredibly moisturized. The lip oil comes in the colors #01 MALGEUN which has a transparent glitter shade, #02 BUNHONG which is a glittery light pink, #03 JUHWANG a transparent coral, #04 BORA which is a transparent purple shade.

6. rom&nd - Glasting Melting Balm

The list's third lip product is Glasting Melting Balm from rom&nd. This moisturizing lip balm comes in 13 different shades, all giving a nice natural color to the lips. Glasting Melting Balm is preferably used over another lip product for extra shine and color. The lip balm protects the lips from external stress and plant-based oils such as argan, rosehip, and evening primrose oil keep the lips moisturized. 

7. BBIA - Never Die Mascara Extreme

A variant of this list's number one! BBIA Never Die Mascara Extreme, unlike Never Die Mascara, is not a fiber mascara but also gives fantastic length and volume. This waterproof mascara can be built up in several layers without clumping and holds volume all day. Never Die Mascara Extreme comes in two colors; a classic black and a brown for a softer look. 

8. rom&nd - Glasting Color Gloss

Glasting Color Gloss from rom&nd is a lip gloss that ranks 8th on the top list. This is a moisturizing and glossy lip gloss that is easy to apply. You can advantageously apply several layers for a more intense color. Glasting Color Gloss comes in 6 shades.

9. glow - breathable blemish balm

In ninth place, we find another BB cream, breathable blemish balm from glow. This BB cream contains green tea extract that keeps the skin fresh all day and gives a radiant finish! Breathable blemish balm comes in three shades, #one which corresponds to shade 21-23, #white which is completely white and #brown which is a deeper dark shade. These three can be mixed together to create your perfect shade.

10. MOIRA - Lucent Cream Shadow

Lucent Cream Shadow from MOIRA is a creamy eyeshadow that is easy to work with. It comes in 25 unique shades, all with a beautiful glow. Use your favorite color alone or combine with another stylish shade to create fantastic eye makeup for both everyday and party. 

Thank you for 2025!

Thank you for a fantastic 2025 together! Of course, we have more best-selling k-beauty products to discover here or visit one of our stores for lots of inspiration. 💜✨