Inside the K-Beauty Boom: How Viral Korean Skincare and Makeup Are Taking Over the U.S. Market

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K-Beauty isn’t just a trend anymore—it’s officially a staple in American skincare routines. We’ve all scrolled past “glass skin” tutorials and double-cleansing hacks on TikTok, but now the products behind those viral looks are easier than ever to get your hands on. From Sephora shelves to Ulta’s new launches, Korean skincare has gone from cult favorite to full-blown beauty obsession in the U.S. And honestly? We’re not mad about it. If you’ve been curious about the hype (or just looking to upgrade your glow), these are the K-Beauty products and trends everyone is talking about right now.

Let’s be real—if you’re on TikTok or Instagram, you’ve definitely seen the Beauty of Joseon Relief Sun: Rice + Probiotics SPF 50 all over your feed. And good news, bestie—it finally landed at Sephora! Lightweight, non-greasy, and quick to melt into your skin, it’s basically the sunscreen that makes you want to reapply. If you’re chasing that dewy, glass-skin glow, their Glow Serum is just as dreamy and totally worth the hype.

But wait—K-Beauty is serving more than just Beauty of Joseon right now. Brands like Torriden are gaining major buzz for their Dive-In Hyaluronic Acid Serum and Cream, aka hydration heroes your skin will thank you for. And if you’re ready to level up your routine, check out Hanyul’s toner pads—they’re a total game-changer and make this step feel like skincare luxury on repeat.

Okay, makeup lovers, let’s talk K-Beauty lip and cheek magic. Even Nordstrom Beauty is hopping on the trend, bringing us rom&nd, best known for its Glasting Color Gloss—a jelly lip that’s basically instant love at first swipe. And don’t sleep on their blush: it gives the prettiest, most natural wash of color. Pro tip: try the lavender shade—it’s huge in Asia but still rare here, so you’ll stand out in the best way.

Other viral K-Beauty picks making serious waves in the U.S.? TirTir’s Cushion Foundation is a flawless, buildable base, and the bouncy Fwee Pudding Pots are total multitaskers for cheeks and lips. Basically, if you’re ready to play with color and texture in your routine, these products are worth every click.

So, bestie, are you ready to give your routine a full K-Beauty makeover? ✨ From viral Korean skincare to makeup gems finally hitting Sephora, Ulta, and Nordstrom, there’s never been a better time to try these cult favorites for yourself. Which products are you most excited to try first? Drop a comment below and let’s chat about your new must-haves. And if you loved this roundup, don’t forget to share it with your fellow radiant and healthy getters—your friends will thank you for the inspo. Your new healthy skin starts now! 💖

@iamtyleelah

Lately I’ve been obsessed with K Beauty and I’ve been dying to try this @Beauty of Joseon skincare line up 😍✨ I’ll keep yall updated on the progress! Currently on SALE for only $69.00 🛍️ #beautyofjoseon #skincaretips #skincareroutine #kbeautyskincare #beautytips #glassskin #glassskinroutine #skincare101 #skincaretiktok #combinationskincare #combinationskin

♬ Kawaii Aesthetic – LoES

Louis Vuitton Launches La Beauté: The Luxury House’s Bold Move Into Beauty (2025)

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✨ The Vibe Is…
• Louis Vuitton finally steps into beauty with La Beauté, a collection designed by legendary Pat McGrath.
• Think refillable lipsticks, timeless palettes, and luxury artistry in every detail.
• A global beauty moment redefining elegance in 2025.

Louis Vuitton is officially making its mark in beauty—and the wait was worth it. The maison’s first-ever makeup collection, La Beauté, feels like the natural next step for a house long admired for its influence in fashion and travel. Guided by the visionary touch of Dame Pat McGrath, this debut merges artistry with timeless luxury. With 55 lipsticks, 10 balms, and 8 eyeshadow palettes, La Beauté isn’t just another makeup drop—it’s a new era of beauty powered by Vuitton’s signature sophistication. Designed to be indulgent yet wearable, each product brings couture-level elegance into everyday life.

💄 The Vision of Pat McGrath
When Louis Vuitton tapped Dame Pat McGrath to lead its first beauty collection, the result could only be magic. Her signature artistry is all over La Beauté—from bold, inclusive shade ranges to luxe formulas designed to flatter every skin tone and style.

The LV Rouge Lipstick lineup alone is breathtaking: 55 shades in satin and matte finishes, infused with nourishing shea butter and hyaluronic acid for all-day comfort and color payoff. And in true Vuitton fashion, the design is just as luxurious as the formula. Each lipstick comes in refillable packaging etched with the iconic Monogram flower, making it equal parts beauty essential and collectible heirloom.

McGrath has taken Louis Vuitton’s timeless DNA and transformed it into modern objects of desire—makeup you’ll wear, love, and treasure.

✨ Inside the Collection
Louis Vuitton’s debut lineup doesn’t stop at lipsticks. Alongside LV Rouge, you’ll find LV Baume—10 tinted balms that deliver effortless color with a nourishing touch. Think soft nudes and romantic rose tones that slip seamlessly into your everyday beauty ritual. The standout? Tender Bliss, a pearlescent shade that adds just the right amount of glamour without ever feeling overdone.

Then there’s the LV Ombres eyeshadow collection: eight palettes, each curated with four shades that balance everyday neutrals with bold accents. Matte, satin, and metallic finishes invite endless play, while Pat McGrath’s signature light-reflective pigments ensure luminous color payoff in just one swipe.

Together, these pieces define La Beauté—luxury makeup that feels indulgent yet wearable, turning every product into a work of art you’ll actually use.

🌟 The Experience of La Beauté
Mark your calendars: Louis Vuitton La Beauté officially launches worldwide on August 29, and it’s already shaping up to be one of 2025’s most talked-about beauty moments. In New York, the maison is hosting an exclusive pop-up where guests can enjoy interactive try-ons, one-on-one consultations, and a true inside look at the artistry behind the collection.

To celebrate the debut, legendary photographer Steven Meisel has created a dreamlike campaign starring Hoyeon and a diverse cast—an extension of Pat McGrath’s vision of beauty as pure self-expression.

Of course, this is luxury beauty at its finest: LV Rouge lipsticks and balms retail at $163 (refills $70), while the LV Ombres eyeshadow palettes come in at $257 (refills $94). But here’s the twist—each piece is refillable, sustainable, and crafted like a collectible object, blurring the line between beauty and art.

More than just makeup, La Beauté is about ritual, lifestyle, and community—a statement that redefines what luxury beauty means today.

✨ The Takeaway
With La Beauté, Louis Vuitton isn’t just releasing another beauty collection—it’s rewriting the rules of what luxury makeup can be. Backed by the artistry of Pat McGrath and presented in designs meant to be treasured, this debut blends innovation, sustainability, and timeless glamour in a way only Vuitton could.

From refillable lipsticks that double as heirlooms to eyeshadow palettes that feel like wearable art, every detail reflects the maison’s commitment to beauty as an experience, not just a purchase. It’s indulgent yet intentional, modern yet rooted in heritage.

For beauty lovers, this launch is more than historic—it’s the beginning of a new era. Louis Vuitton has officially claimed its place in the beauty world, and La Beauté proves it’s here to stay.

💋 The Beauty Index

Louis Vuitton’s La Beauté lands with statement lipsticks, nourishing balms, and dreamy eyeshadow palettes—all under the creative vision of Pat McGrath. Think luxury that’s wearable, refillable, and totally collectible.

✨ Rating: 91/100

💖 💖 💖 💖 💖

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🌼 Tracee Ellis Ross’ Secrets to Stress-Free, Joyful Solo Travel

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Tracee Joy Silberstein, known professionally as Tracee Ellis Ross, isn’t just an award-winning actress—she’s a fashion icon, producer, and the founder of PATTERN Beauty. Known for her unforgettable roles in Girlfriends and Black-ish, Tracee is now taking us on a journey like no other. From the colorful streets of Morocco to the sun-soaked beaches of Mexico and the charming corners of Spain, she’s showing how solo travel can be joyful, empowering, and full of discovery. In her new Roku series, Tracee invites us to pack our bags, embrace our own company, and experience the thrill of exploring the world on our own terms.

Tracee Ellis Ross’ Rules for Traveling Alone: Choosing Your Destination and Hotel

When it comes to planning her solo adventures, Tracee is thoughtful about every detail. “For the show, we made a list of places I wanted to go and then chose according to where cameras were accepted and what fit our budget,” she shares. But safety is always at the forefront: she’s mindful of which destinations are comfortable and secure for a Black woman traveling alone.

“Travel isn’t just about the kind of experience you want—it’s about your life circumstances and what could make you vulnerable in certain places. Doing your research first is key,” Tracee explains.

For her, true luxury isn’t about first-class seats or five-star hotels—it’s the freedom to go somewhere that feels safe and allows your nervous system to relax. “There are so many experiences now that are really special for solo travelers,” she adds, showing that mindful planning can make any journey feel effortless and empowering.

Solo Travel Plane Essentials, According to Tracee Ellis Ross

Tracee has a few must-haves that make flying solo feel effortless. She swears by her Air Tamer air purifier—worn around the neck like a chic accessory—and keeps an atomizer and another purifier for longer flights. Staying hydrated and comfy is key, so compression socks are always part of her kit.

Entertainment is equally important. Tracee packs her iPad and Apple Air Max headphones, downloading audiobooks or her favorite series for longer trips. While she still loves flipping through physical books, having digital options ensures every journey is both relaxing and inspiring.

With these thoughtful little rituals, Tracee turns every flight into more than just a journey from point A to B—it becomes a moment of calm, inspiration, and self-care. Solo travel isn’t just about the destination; it’s about embracing your own company, creating comfort wherever you go, and savoring the joy of moving through the world on your own terms.

We Tried Merit’s Great Skin Double Cleanser—The Gentle Face Wash Your Skin Will Actually Love

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On August 12, 2025, Merit quietly launched something new: the Great Skin Double Cleanser. I’ll admit, as someone who already swears by Merit’s low-fuss, feel-good approach to beauty—hello, Flush Balm and Retrospect perfume—I didn’t see a cleanser coming. But with my skin constantly testing me (breakouts love to sneak in when I least expect them), trying a new formula from a brand I already trust felt like a safe bet.

And wow—this isn’t just any cleanser. Merit has a way of taking something ordinary and turning it into a ritual you actually look forward to. Here’s why the Great Skin Double Cleanser has quickly become a standout in my routine…

Why Merit’s Great Skin Double Cleanser Feels Different

Merit’s Great Skin Double Cleanser isn’t just another face wash—it’s a little ritual in a bottle. The formula is bi-phase, which means you shake it up to blend the two layers, creating a foaming, color-changing experience that somehow feels like science and self-care all at once.

Inside, gentle oat-derived surfactants lift away makeup, sunscreen, and impurities without stripping your skin, while plant-based humectants keep hydration intact. The real star, though, is PHA (polyhydroxy acid), a gentle exfoliant that smooths and brightens, helping glow-prone, breakout-prone skin feel soft and balanced.

Merit designed this cleanser to be effective enough for a single wash both morning and night, cutting down on extra steps while supporting a healthy skin barrier. For anyone who wants simple, thoughtful skincare that actually works—and feels a little luxurious in the process—this is a formula that delivers.

Pros

  • Removes makeup, SPF, and daily grime without stripping your skin
  • Gentle enough for morning and night use
  • Hydrating, with plant-based humectants that leave skin soft
  • PHA boosts glow and keeps breakouts in check
  • Feels like a little luxury every time you cleanse

Cons

  • Can sting eyes if you get too close (so gentle it is!)
  • On heavy makeup days, a second cleanse might still be needed

How It Feels on the Skin

Foaming cleansers often get a bad rap, but Merit’s Great Skin Double Cleanser proves that texture isn’t everything. I usually approach foams with caution, yet this one feels surprisingly luxurious. I use 1–2 pumps on no-makeup days and up to 4 pumps when I’m wearing a full face, massaging it into dry skin for a few seconds before rinsing.

As it foams, it gently lifts away makeup, SPF, and everyday impurities without stripping or leaving that tight, dry feeling some foaming cleansers give. My skin feels refreshed, soft, and balanced—no toner or extra swipe needed to feel truly clean. There’s barely any fragrance, which is a win for sensitive skin like mine.

One note: while the brand says it can remove eye makeup, I wouldn’t recommend rubbing it into stubborn mascara—it can sting. A dedicated eye makeup remover or cleansing balm first will keep things safe and gentle.

My Thoughts

Merit’s Great Skin Double Cleanser has quickly become a staple in my routine. After weeks of testing, my skin feels clean, balanced, and radiant—without a hint of irritation or dryness. For anyone who’s breakout-prone or just wants a simple, effective cleanser that cuts down on extra steps, this formula truly delivers.

I’ve adjusted my routine slightly, skipping it in the morning to avoid over-cleansing, but in the evenings, it replaces my usual double cleanse effortlessly. One gentle wash removes makeup, SPF, and impurities while keeping my skin hydrated and glowing.

If you’re looking for a cleanser that feels thoughtful, works hard, and makes your nightly skincare feel like a little indulgence, this one is worth adding to your shelf. Merit, as always, has nailed it.