Hey beauty lover!

K-beauty isn’t just trending in Seoul, it’s getting celebrity shoutouts across social platforms that are actually shifting trends and sales worldwide. Don’t even blink  this wave is real.

Cardi B × Missha M Perfect Cover Serum BB Cream
 

Cardi went viral showing off Missha M Perfect Cover Serum BB Cream, saying “This isn’t foundation, it’s BB cream.”

1M+ views in just 7 hours → over 3M views & 530K likes within 24 hours. Shot to #1 in Amazon’s “Hot New Releases Face Makeup” Major sales spike on the U.S. TikTok Shop

Selena Gomez × Dr. Althea 345 Relief Cream

Selena Gomez’s makeup artist, Hung Vanngo, revealed that before applying Rare Beauty products, Selena preps her skin with Dr. Althea’s Green Relief Amino Gel Cleanser, Vitamin C Boosting Serum, and 345 Relief Cream.

This skincare routine was first spotlighted by a major U.S. beauty publication, and the news quickly spread across international beauty media outlets. As a result, the 345 Relief Cream has since gone viral and is now often referred to as the “Selena Gomez Cream.”

Emily Ratajkowski × COSRX Snail Mucin

casually shared on her Instagram Stories that she uses the COSRX Advanced Snail 96 Mucin Power Essence. This honest mention sparked fresh buzz around snail mucin in K-beauty, helping to reignite global curiosity and interest in the ingredient.

Kim Kardashian × Korean Aesthetic Clinics

Kim Kardashian visited South Korea in August 2025 and shared photos on social media of her experience at a Korean dermatology clinic.

She appeared to have indulged in luxury Korean skincare treatments, likely including PRP facials and PDRN boosters, based on the procedures typically offered at such clinics.

Medical Aesthetic Vigor & Tourism Impact

Known as the world’s "plastic surgery capital", South Korea accounts for nearly a quarter of global aesthetic procedures, drawing medical tourists for high-quality non-invasive treatments.

Its beauty tourism is backed by aesthetic advancements that continue to draw international attention