Yeppo & Soonsoo's CEO, Elisa Ahonpää-Kim, recently visited Korea to keep up with the latest K-beauty trends. During her visit, she gained valuable insights into future beauty innovations and lots of inspiration to take back to the Nordics. Here she shares all the exciting trends and ideas that we can look forward to in 2025!
Makeup: Glowy, natural and the next step in your beauty routine
Korea is moving towards an increasingly natural look – but that doesn't mean less glow! The "inner glow" trend is gaining momentum, with subtle highlighters that add a pink undertone and liquid blushes that create a fresh, radiant finish. Glossy lips with tints, soft eyebrows and a muted color palette of brown and pink tones take center stage.
"The focus is less on lashes and more on blush and glow. Concealer? Not so much! A natural look is in focus,” explains Elisa.
In their latest article "7 makeup trends for 2025, according to celebrity makeup artists" , Vogue highlights several of the trends that are now gaining strength in Korea. The natural, glowing look with soft colors and a focus on blush and healthy radiance is something that celebrity makeup artists predict will dominate in 2025. Subtle highlighters and liquid blush, along with glossy lips, perfectly reflect what Elisa saw during her visit to Korea.
Skin care: Innovation and ingredients to watch out for
When it comes to skincare, it's all about maintenance – supporting long-term skin health and hydration. SPF, anti-aging, and a focus on individual ingredients remain key players. Elisa expects the new, popular ingredient PDRN to become increasingly visible in the Western world. At Yeppo & Soonsoo, we are already one step ahead with products from Heveblue that contain PDRN from salmon.
K-beauty also focuses on the environment. Korean brands are increasingly adopting environmentally friendly solutions, such as tearable paper packaging for easier recycling and reuse. "Nordic customers are often one step ahead and pick up on trends faster than you think - TikTok plays a big role here," says Elisa.
Body care and hair care: Well-being and health in focus
Body care in Korea is shifting from exfoliation to moisturizing products. Basic products, such as classic moisturisers, continue to dominate as best sellers. Koreans are also putting more focus on home care, from massage chairs to relaxing K-drama nights.
When it comes to hair care, the focus is now on scalp health. Masks, treatments and methods to reduce inflammation are essential. In Korea, a healthy scalp is seen as the key to youthful and healthy hair.
Korean beauty culture versus the Nordics: Small details that make a difference
A big difference between Korean and Nordic beauty culture is how deeply rooted beauty is in everyday life in Korea. In Korea, skin care is not seen as a hobby or luxury, but as an essential part of the daily routine – as important as brushing your teeth or eating a balanced diet. Taking care of your skin is a way to show self-respect and maintain overall health, both inside and out.
“Skin care is not just about products; it's a lifestyle. Koreans believe that small details matter—whether it's drinking kombucha, eating fermented foods, using hair rollers in public, or sitting with good posture. It's all about improving health and beauty as a whole,” Elisa explains.
In Korea, self-care is socially accepted and even celebrated. It is seen as an important part of showing that you value yourself and your health. This differs from the Nordics, where beauty routines often revolve around trends, viral products, and new launches. Koreans, on the other hand, remain loyal to staple products that provide proven results over time. Bestsellers like Manyo Pure Cleansing Oil and Round Labs Dokdo Toner stand strong for several years, reflecting the Korean preference for consistency and quality over constant changes.
Yeppo & Soonsoo's vision for 2025
With all this inspiration, Yeppo & Soonsoo have big plans for 2025.
"We strive to become Europe's number 1 K-beauty store! We want to create an atmosphere where customers can truly experience Korea and offer them not only the best products, but also the best experience. New brands, viral products and maybe even expansion into a new country are on the agenda!”
The customer experience is always at the heart of what we do, and 2025 promises exciting events, improved services and much more.
Elisa's current skincare routine
With so much experience in Korea's beauty scene, Elisa has a carefully selected skincare routine:
Cleaning: Hwarang Cleansing Balm is a big favorite (can't live without it) and a water-based cleanser from Round Lab.
Serum: Elisa currently loves products based on propolis, such as Skinfood Royal Honey Propolis Enrich Essence.
Moisture and anti-aging: Retinol from Amorepacific and Hwarangs Bellflower Moisturizing Barrier Cream.
2025 looks to be an exciting year for K-beauty and Yeppo & Soonsoo. By combining the best of Korean innovation with the needs of Nordic customers, we bring something very special. Stay tuned - big things are coming!
