Yeppo & Soonsoo CEO Elisa Ahonpää-Kim recently visited Korea to keep up with the latest trends in K-beauty. During her trip, she gained valuable insights into the future of beauty innovations and plenty of inspiration to take to the Nordic countries. Here, Elisa shares all the exciting trends and ideas we can expect from 2025!
Makeup: A natural glow and the next step in your beauty routine
In Korea, the trend is just as strong towards a more natural look – but that doesn't mean less glow! The "inner glow" trend is growing in popularity as subtle highlight colors in pink tones and liquid blushes create a fresh, radiant finish. Glossy lips, soft eyebrows and a restrained brown and pink color palette are in the center.
"Less attention is paid to eyelashes, and blush and glow are the main focus. Concealer? Not much! Naturalness is at the center of everything," explains Elisa.
In Vogue's recent article "7 makeup trends for 2025, according to celebrity makeup artists", several trends that are currently emerging in Korea are highlighted. A natural glow is created using soft shades and blush. "Healthy glow" is something that is predicted to dominate in 2025. Subtle highlighters and liquid blush, along with glossy lips, perfectly reflect what Elisa saw during her visit to Korea.
Skin care: Innovations and ingredients to watch out for
Skin care continues to emphasize maintenance – the long-term health and hydration of the skin. Sun protection, combating signs of aging, and products focusing on individual ingredients are key. Elisa expects the new popular ingredient, PDRN, to become even more prominent in the West. Yeppo & Soonsoo is already a step ahead with Heveblue products that contain PDRN derived from salmon. Vegan versions are also on the way!
K-beauty also pays more attention to the environment. Korean brands are increasingly switching to environmentally friendly solutions, such as degradable paper packaging that facilitates recycling and reuse.
"Nordic customers are often one step ahead and adopt trends faster than you might think, even faster than Koreans - TikTok plays a big role in this," says Elisa.
Body and hair care: Focus on well-being and health
In Korea, body care is moving from exfoliation to moisturizing products. Basic products, such as classic moisturisers, are still the best sellers. Koreans also invest more in home care, from massage chairs to relaxing K-drama nights.
In hair care, the focus is now on the health of the scalp. Masks, treatments and methods aimed at reducing inflammation are in the center. In Korea, a healthy scalp is seen as the key to youthful and healthy looking hair.
Korean and Nordic beauty culture: Details matter
One big difference between Korean and Nordic beauty cultures is how deeply beauty is rooted in everyday life in Korea. There, skin care is not seen as a hobby or a luxury, but as an essential part of the daily routine – just as important as brushing your teeth or maintaining a balanced diet. Skin care is a way to show self-esteem and maintain overall health, both internally and externally.
"Skin care is not just products; it's a way of life. Koreans believe that small details matter - whether it's drinking kombucha, eating fermented foods, using hair rollers in public or good posture. Everything aims to improve health and beauty holistically," explains Elisa.
In Korea, taking care of oneself is socially accepted and even celebrated. It is seen as an important part of showing that you value yourself and your health. This differs from the Nordic countries, where beauty routines often revolve around trends, viral products, and new launches. Koreans, on the other hand, remain loyal to staple products that have proven results over time. Bestsellers like Ma:nyo Pure Cleansing Oil and Round Lab's Dokdo Toner maintain their popularity for years, reflecting the Korean appreciation for consistency and quality.
Yeppo & Soonsoo's vision for 2025
From all this inspiration, Yeppo & Soonsoo are developing big plans for 2025 ✨
"Our goal is to be Europe's No. 1 K-beauty store! We want to create an environment where customers can truly experience Korea and offer them not only the best products but also the best experience. New brands, viral products and maybe even expansion into a new country are on the agenda!"
Customer experience is always at the core of our operations, and the year 2025 will bring exciting events, improved services and much more.
Elisa's current skincare routine
Based on her experience in the Korean beauty industry, Elisa has created a carefully selected skin care routine:
✨ Cleansing: Hwarang Bellflower cleansing balm is an absolute favorite (can't live without it) and the water-based cleanser from Round Lab.
✨ Seerumit: Elisa currently favors propolis-based products, such as Skinfood's Royal Honey Propolis Enrich Essence.
✨ Hydration and anti-aging: Amorepacific's retinol serum (coming soon🤫) and Hwarang's Bellflower Moisturizing Barrier Cream.
The year 2025 looks promising for K-beauty and Yeppo & Soonsoo. By combining Korean innovations and the needs of Nordic customers, we offer something truly special. Stay tuned - big things are coming!
