How UK influencers have fuelled the K-beauty obsession

The Korean skincare revolution is booming in the UK. With hashtags like #glassskin and #koreanskincare trending on social media, beauty product lovers are increasingly embracing the glow-inducing routines of K-beauty.Recent data from influencer marketing platform Kolsquare shows that #glassskin has been mentioned by 506 influencers this year while #koreanskincare follows closely with 447 influencers demonstrating hydrating toners, fruity face masks, and exotic ingredients. The aesthetic? Radiant, poreless, and polished – the definition of “glass skin.”Among the top-performing products fuelling the trend this year are:

Then I Met You Bong2 Bounce Cream - mentioned by 1984 influencers.

Glow Recipe Watermelon Glow Niacinamide Dew Drops - mentioned by 398 influencers so far this year.

ma:nyo Pure Cleansing Oil Deep Clean - mentioned by 178 influencers.

Mixsoon Bean Essence - a favourite with 72 influencers

TIRTIR Milk Skin Toner - mentioned by 62 influencers.

COSRX Snail Mucin 96% Power Repairing Essence - bigged up by 11 influencers

Glow Recipe is leading the charge in 2025 with 785k post engagements in just three months using 335 influencers. The brand has captured 52% share of market voice thanks to working with micro influencers (those with 5k - 100k followers)

Mixsoon has clocked up 992K engagements so far in 2025, dominating both TikTok and Instagram

TIRTIR captured 110K engagements , especially among the 25–34 age group

K-beauty staples like Laneige and COSRX also showed strong UK traction, with Laneige Europe clocking 35K engagements and a growing follower base

Influencers driving the Korean skincare trend Influencers like @kohls , a TikTok sensation with 1.5M followers, are driving the trend by sharing styling tips and product reviews that resonate with the 18–34 demographic—the heart of the K-beauty fanbase.Amelie Charlize X @amicharlize who has 726K followers on Instagram earned a media value £470K for two posts on Glow Recipe while Miah Carter @miahcarterr (177.7k followers) got 91k engagements for one of her Glow Recipe posts.Rebecca Riddle @rebeccaridlex got 46k engagements for a CORSX post while @ellie_thomson got an impressive 56k engagements for TirTir. It ’s a movement… The numbers suggest that Korean skincare is more than a trend—it's a movement. As UK consumers seek out innovative, gentle, and effective skincare, K-beauty is delivering results and satisfying rituals with influencer marketing driving popularity. For more information or to speak to a Kolsquare spokesperson, contact Sally Brockway - sally@wowpr.co .uk Get in touch if you'd like some bespoke influencer research for your news/articles.