Mintel x CEW Event: How K-Beauty is Shaping Innovation in the UK

Insights from Mintel and Black Swan Data’s Joint Event. In this joint event by Mintel and Black Swan Data (BSD), titled “How K-Beauty Is Shaping Innovation in the UK,” explored how Korean beauty’s influence continues to redefine global and UK beauty markets.

The objective of this first collaboration was to provide a trusted, multi-dimensional, 360-degree view of consumer behaviour and innovation. This was achieved by fusing Mintel’s 50+ years of category and product expertise with Black Swan Data’s real-time social trend intelligence.

Event Overview

The event featured:

• Andrew McDougall, Director of BPC Insights at Mintel

• Allison James, VP of Professional Services at Black Swan Data

 

Their insights were underpinned by world-class proprietary data, including:

• 3,000 new products tracked daily across 86 markets

• 700,000 surveyed consumers annually

• 40 million new product data points per year

• Analysis of over 1 billion social users

 

The agenda focused on five key areas:

1. Innovations driving K-Beauty’s global appeal

2. Why K-Beauty matters for UK brands

3. Strategies for ensuring trends have staying power

4. Consumer opinions on K-Beauty

5. Key insights and future trends

 

1. Innovations Driving K-Beauty’s Global Appeal

K-Beauty has solidified its reputation as a global innovation engine, with South Korea’s cosmetics exports reaching $10.3 billion in 2024—a 20.3% year-over-year increase.

Evolution of K-Beauty

1. Novelty & Play (2011–2015): Sheet masks, BB creams, snail mucin, and playful packaging.

2. Ritual & Wellness (2016–2022): The rise of “glass skin” and the 10-step skincare routine.

3. K-Beauty 3.0 (Present): Focus on skin-tech tools, AI-driven diagnostics, and next-generation ingredients.

A defining factor in K-Beauty’s success is its science-backed innovation.

• 65% of South Korean adults believe beauty brands should provide more scientific evidence for their claims.

• Innovation today centres around skin barrier health, extending from facial care into suncare, bodycare, and lip care.

• Advanced ingredients like PDRN (for skin regeneration) and spicules (for deep absorption) are gaining traction globally.

2. Why K-Beauty Matters for UK Brands

K-Beauty sets the pace for global beauty trends, influencing consumer expectations and product development in the UK.

• Social media-fuelled trends such as “glass skin” and “milky toner” have driven UK consumers to explore similar routines.

• 40% of UK women aged 16–44 report spending more time on facial skincare recently.

K-Beauty’s influence is also transforming retail:

• Online-only UK retailers saw +12.4% facial skincare value sales growth in 2024.

• 23% of UK 18–24-year-olds use K-Beauty brands, often discovered via social media.

• 34% of UK social media users have purchased a beauty product after seeing it online.

3. Strategies for Ensuring Trends Have Staying Power

The event introduced a “Playbook” for UK brands aiming to embed K-Beauty-inspired habits into daily routines:

• Design for daily repeat: Create products (e.g., SPF sticks, pads) that encourage regular, portable use.

• Turn “cute” into “credible”: Pair sensorial experiences with measurable results or dermatologist backing.

• Format-first roadmaps: Develop product sequences (e.g., lotion → stick → cushion SPF) to fit diverse contexts.

• Price-pack architecture: Use discovery kits or curated “edit” boxes to foster trial and habit formation.

Behavioural strategies also include:

• Reducing friction in repeat purchases

• Leveraging habit stacking (linking product use to daily routines)

• Using social proof (e.g., TikTok buzz, sell-outs) to amplify desirability

4. Key Insights and Future Trends

Using predictive intelligence models (measuring conversation volume, growth, and forecasts from March 2023–March 2025), the event revealed two main trend groups:

Established UK Trends

Expected to remain highly relevant:

• Elasticity

• Redness reduction

• Dewy finish

 

Emerging Growth Trends (Next 12–24 Months)

• Skin Protective Barrier

• Spicules

• Glass Skin Effect

• Good for Sensitive Skin

• The rising “Get UnReady With Me (GURWM)” trend, where consumers share evening routines and ingredient insights.

5. Takeaways for UK Brands

The event concluded with a call for UK brands to adopt and adapt K-Beauty principles:

• Democratise science: Make scientific beauty knowledge accessible and engaging.

• Ritualise care: Transform routines into enjoyable self-care rituals.

• Design for digital virality: Build products and campaigns optimised for shareability.

• Celebrate glow, not correction: Shift focus from flaw-fixing to radiance-enhancing.

In essence, the event underscored that K-Beauty’s power lies not just in product innovation, but in bridging science, sensorial appeal, and digital storytelling—a model UK brands can learn from to build lasting connections with consumers.