Embracing K-Beauty: A Trend Towards Inclusivity in Color Cosmetics
As K-beauty continues to capture the global market, it has become synonymous with revolutionary skincare practices, including trends such as “glass skin” and innovative ingredients like snail mucin. The South Korean cosmetics industry has remarkably expanded, with exports hitting a notable US$11.43 billion in 2025, showcasing a growth of 12.3% from the previous year. This surge highlights the country’s ascent as the leading cosmetics exporter to the United States, even outpacing France.
Looking ahead to 2026, a new wave of K-beauty innovation is on the horizon, not just limited to skincare but also extending to hair care and color cosmetics, focusing on diverse and skin-friendly ingredients.
Greater Shade Inclusivity
Image: TirTir has led the way with its 40-strong range of shades of its Mask Fit Red Cushion Foundation
K-beauty brands have traditionally emphasized skin health, making them appealing to a wide variety of skin tones. Many products, like BB and CC creams, offered sheer coverage that was adaptable for different complexions. However, as interest in color cosmetics rises, more Korean brands are expanding their shade ranges to cater to a more diverse audience.
Recent research from Mintel and Black Swan Data indicates a significant interest in K-beauty products among Black women in the U.S. Compared to white women, 27% of Black female facial skincare users are inclined to try K-beauty products. This presents a unique opportunity for brands to adjust their offerings to meet the needs of darker skin tones and enhance their market reach.
Lisa Payne, Head of Beauty at analytics firm Stylus, emphasizes that this renewed global interest will push K-beauty brands to innovate for a broader spectrum of skin tones. Already, brands like TirTir have responded to this demand by expanding their shade offerings, highlighting diversity as a path for growth.
TirTir, for example, boasts an impressive 40 shades in its popular Mask Fit Red Cushion Foundation. This expansion has been promoted by influencers, paving the way for the brand’s success beyond Korea, including markets like the UK and UAE.
Following suit, other brands like Parnell and Clio have also increased their shade offerings, solidifying the trend toward greater inclusivity in the color cosmetics landscape.
Conclusion
As K-beauty evolves, the shift toward inclusivity in shade offerings is not just a trend but a vital progression within the industry. By expanding their range of products to meet the needs of various skin tones, brands can foster a more diverse beauty landscape that resonates with consumers worldwide. Embracing this change is essential for brands looking to thrive in the global beauty market.
