The power of TikTok to drive beauty trends is undeniable. In 2025, overnight sensations emerge not from big ad budgets, but from creators—real people using real products. Korean skincare, with its emphasis on visible results, innovative textures, and ingredient-forward formulations, dominates many of these viral moments. If you scroll through K-Beauty hashtags, you’ll see “uni skin glow,” “glass skin challenge,” “no filter skin,” and “snail mucin miracle” circulating constantly.
But behind the hype, there’s more than random luck. Viral K-Beauty products often hit at the intersection of innovation, sensorial experience, and social proof. In this article, we’ll explore which products are trending in 2025, why they blew up, how to tell if a viral pick is right for you, and where to shop them (yes—Skin-Seoul carries many). Let’s dive in.
TikTok is not just for dance trends and memes. In beauty, it operates as a real-time discovery platform—users film short routines, “before vs after” transitions, texture showcases, and even product layer reveals. These videos often generate tens of thousands or millions of views, and the next thing you know, that “mystery” cream or essence is out of stock worldwide.
What makes TikTok different from other social media is immediacy and relatability. Users watch a 15–60 second clip, see tangible results or texture demos, and want to replicate them. Because the barrier to entry is low (just a smartphone), many creators are everyday people, not sponsored influencers. This authenticity fuels consumer trust.
K-Beauty is particularly suited to that model: its formulas are often lightweight, feel different on the skin, layer beautifully, and lend themselves to visual demonstrations (think: drops, textures, “skin dewy glow”). As Vogue noted, K-Beauty has entered a “second coming” in 2025, led by new brands harnessing social media momentum.
So when a product goes viral, it’s usually because it checks multiple boxes: unique texture, visible change (glow, plumpness, smoothness), social proof (creator reviews), and overall accessibility. That’s where many of the 2025 viral picks come from.
Below is a curated list of K-Beauty products that have lit up TikTok in 2025. Each is viral for a reason—texture, ingredient, or challenge—and many are available (or comparable ones) at Skin-Seoul.
This rich cream blends traditional Korean herbal extracts (ginseng, honey, rice) with modern emollients to deliver a soft, dewy finish. It’s gained traction on TikTok for giving skin a “herbal glow,” especially when used as the final step in layering routines. Creators highlight its ability to seal in moisture without feeling overly heavy.
Bamboo-derived panthenol (vitamin B5) is known for calming and hydrating. This cream went viral for its “barrier repair” promise, especially helpful for users dealing with sensitivity or environmental stressors. TikTok creators often show before/after redness-reduction results within days.
Snail mucin remains a K-Beauty superstar—and this formula is a perennial favorite. What’s viral now is creators using it as a “skin repair miracle” post–mask, peel, or during barrier recovery phases. It’s lightweight, absorbs well, and leaves a natural gloss that films beautifully.
This newer retinal formulation has gained traction due to its “gentle retinoid glow” positioning. Many viral posts show users applying a small drop and waking up with glassy skin—suggesting that the liposome delivery makes it more tolerant on sensitive skin.
Additionally, here are viral or buzzed-about names often mentioned on trending K-Beauty lists:
Beauty of Joseon Relief Sun: Rice + Probiotics SPF — incredible for its skincare-forward sunscreen performance (absorbs fast, no white cast)
Anua Heartleaf 77% Soothing Toner — known for calming redness and sensitivity in just days.
SKIN1004 Madagascar Centella Capsule Ampoule — packed with Centella and brightening actives, this became viral for its “calm & glow” effect.
Torriden Dive-In Low Molecule Hyaluronic Serum — trendy for delivering deep hydration in a lightweight way
Round Lab Dokdo Toner / Water Cream — mineral- and sea-sourced formulas that give a clear, hydrated finish
Medicube Collagen Jelly Cream / Collagen Wrapping Mask — viral for giving skin a plump, jelly-gloss effect overnight
These are just a few examples. Many viral products are variations of hydration, barrier repair, and glow-focused formulas—that’s what TikTok users are chasing.
Viral K-Beauty products tend to share several key traits:
Liquid gels, jelly masks, liposomal encapsulation, and milky essences: these forms feel different on the skin and photograph beautifully. When creators film them (drizzling, patting, spreading), viewers see sensory appeal.
Viral posts often show before and after in 24 hours or less—skin looks brighter, smoother, more hydrated. That quick payoff fuels desire to try. For many, “just hydrated better” is enough to drive interest.
Ingredients with provenance—snail mucin, centella, fermented rice, ginseng, encapsulated retinoids—carry credibility. The narrative around them (healing, soothing, brightening) resonates. For example, the rise of PDRN (a salmon-derived regenerative DNA fragment) is a large ingredient story in 2025. Glamour
Challenges (e.g. “7-day glow-up,” “no filter skin”), tests (sunscreen wear tests, barrier repair), and skincare layering routines all give context to a product’s power. If a viral trend is associated, the product gains status as a “must-try.”
Once multiple creators recommend the same product, that compounds trust. Seeing it sold out or hard to stock also elevates perception of value. Limited drops or restocks give hype an urgency dynamic.
Going viral doesn’t always mean a product is perfect for your skin. Here’s how to navigate:
Oily / acne-prone / sensitive: Look for soothing, lightweight, non-comedogenic formulas (e.g. the Anua Heartleaf Toner or a centella-heavy serum)
Dry / mature / barrier-impaired: Go for richer, emollient formulas (e.g. snail mucin creams, encapsulated retinoids, cream moisturizers)
Combination / normal: You have more flexibility—choose based on the effect you want (glow, repair, brightening).
Avoid heavy alcohols, fragrances, or known irritants if you have sensitive skin. Opt instead for fewer actives or formulas you can patch test. Don’t layer too many actives at once.
If the original viral product is out of stock or pricey, many K-Beauty brands offer similar formulations. For instance, snail mucin or centella-based products are widespread—often with small tweaks. Check your trusted shop’s “similar items” suggestions.
Start with a small amount, especially if the formula is potent (e.g. retinal). Observe how your skin responds before integrating it fully into your routine. If irritation occurs, back off or alternate wavelengths.
Here’s an example routine combining viral products in a cohesive flow. Adjust based on your skin’s needs.
Morning
Cleanser (gentle gel or low-pH)
Hydrating toner (e.g. Anua Heartleaf Toner)
Essence / watery serum
Viral actives or focused treatment (small drop of Retinal Serum)
Moisturizer (Beauty of Joseon Dynasty Cream or COSRX Snail Cream)
Sunscreen (skincare-forward SPF, ideally one that doesn’t disrupt layering)
Evening
Double-cleanse (oil + gel)
Toner / hydrating prep
Targeted treatment (retinal, snail essence)
Moisturizing / barrier cream
Occasional masks / overnight gels (e.g. jelly masks) 2–3x per week
Adjust depending on how your skin responds.
Viral K-Beauty products aren’t just moments—they often become staples because they deliver results. At Skin-Seoul, we’re committed to curating the authentic viral formulas and trusted alternatives that make your skincare routine both fun and effective.
You’ll find top trending names like Beauty of Joseon, Purito, COSRX, etc. (linked above). Explore our “Viral Picks 2025” collection to try these sensations yourself—no overseas guesswork required. Whether you’re chasing glass skin, barrier repair, or just discovering K-Beauty for the first time, Skin-Seoul is your go-to K-Beauty online source.
I was lucky enough to test out this wonderful cream by Wellage. The Real Hyaluronic Cream 100 is so rich and emollient. It goes on so beautifully and soaked right into my skin. My skin remained hydrated throughout the entire day and looked so radiant and beautiful! There is no scent to this product which is a plus for me. I used this in the morning under my makeup and at night before bed. I am thrilled with the results on my very dry skin! Really loving this and have incorporated it into my skincare routine!
Just received my Iope vital serum cannot really comment if it helps my skin but the customer service is excellent will order from again
I have been using the Anua Heartleaf Quercetinol Deep Cleanser for two weeks and I think it's brilliant!
I don't have acne prone skin, but I do have a lot of redness and uneven tone. The first time I used this I was concerned it may be drying, but my skin felt very comfortable after using it, which was impressive because so many cleansers are drying for my skin. The smooth, creamy texture felt soft on my skin and the scent was earthy, which was pleasant.
It paired beautifully with my hemp seed cleansing balm for a double cleanse every night and even in the morning when I only used the Anua, my skin was visibly cleaner, as if I'd double cleansed. It really is a true deep cleanser. The redness on my face seems to have improved too, which were better results than I'd hoped for.
After the initial two weeks I used a hemp-based cleanser that I had just received and was excited to try. After two days I went straight back to the Anua deep cleanser because my skin was much happier with this new cleanser that I'll be continuing to use daily!
I really do highly recommend this!
It is a good product, it works great and helps reduce acne. I recommend it.
It is a good product, it works great and helps reduce acne. I recommend it.
I am in my early 70's, up until recently I was never that careful with my skin. I did not realize you could do anything to make a true difference in your skin. In the US we don't take care of our skin like folks do in other countries, our loss. On a whim I purchased this product in the hopes I could do something good for my "age spots" on my hands and face. To my happy surprise, this worked! I keep one in my purse one in our master bath and one in my office on the main floor of our house, and apply it regularly. These little tubes are so convenient! My age spots are fading very nicely and I do look better. Am I younger or can I play the violin? NO, but my skin looks much better and that makes me feel good. Shipping was quick especially since it traveled half way around the globe, the price is reasonable, and customer service is very helpful. The box it was shipped in was a bit battered, but the products were well protected and arrived in perfect condition. I bought 2 -4 packs, and gave 3 away for friends to try, I like this stuff that much. I will be back for more and many other products as well. Very nice Company to deal with.
Love this set, I love how clean and dewy my skin looks and feels
The products are all lovely in this set. Very nice on the skin.
I have sensitiv skin, and the this has been lifesaver! It's incredibly hydrating and has helped soothe and repair my skin barrier. The essence absorbs quickly, leaving it refreshed and moisturized. I've noticed a significant improvement in my skin's overall health and texture.highly recommend this essence to anyone with sensitive or dry skin!
It is my first time to try this brand but I like their light texture and fast absorption. Great for oily skin and Singapore weather.
The delivery was fast and no dents on the package.
Great product
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