Why does kbeauty appeal so much to Generation Z and Millennials?

Over the past decade, kbeauty (Korean cosmetics) has become much more than a niche phenomenon. It has now established itself worldwide, from the United States to Europe, as a benchmark in skincare. While all generations are now affected, two age groups stand out in particular: Millennials (born between 1980 and 1995) and Generation Z (born after 1995). These two generations not only constitute the heart of the kbeauty market, but also its main growth driver.

Why such a craze? The answer lies in a unique blend of culture, trends, values, and innovation. Kbeauty doesn't just offer products; it embodies a lifestyle , a philosophy of care that perfectly meets the expectations of these young consumers seeking naturalness, authenticity, and effectiveness.

In this article, we'll break down the main reasons why kbeauty appeals so much to Millennials and Gen Z, while also giving examples of iconic products you can find.

1. Kbeauty and Korean pop culture: the Hallyu effect

One of the major reasons for the explosion of kbeauty is the Korean cultural wave called Hallyu (or "Korean Wave").

• Korean dramas : Whether on Netflix or other platforms, Korean series feature actors and actresses with perfect skin, who arouse admiration and envy.
• K-pop : Idols like BTS, Blackpink, and NewJeans project an image of clear, luminous, and flawless skin. As a result, their fans seek to emulate their routines.
• Social media : TikTok, Instagram, and YouTube are brimming with content about Korean skincare. The virality of certain textures (gel essences, innovative masks, gel creams) has helped propel kbeauty to the status of a global phenomenon.

👉 Gen Z and Millennials, heavy consumers of digital content, have embraced this trend not only out of curiosity, but also because it fits into their connected lifestyle.

2. A skincare approach focused on prevention

Unlike Western cosmetics, which have long focused on makeup and concealing imperfections, kbeauty emphasizes basic care .

• “Skin first” philosophy : we take care of our skin before thinking about makeup.
• Prevention : instead of waiting for deep wrinkles or spots to appear, we act upstream with gentle, regular and suitable care.
• Natural, glowing skin : Millennials and Gen Z love the idea of ​​luminous, glowy skin without a layer of makeup.

👉 Product example:

• Beauty of Joseon Calming Serum Green Tea + Panthenol : Perfect for calming sensitized skin and preventing irritation while strengthening the skin barrier.

This philosophy is completely in line with the mentality of the new generations: they prefer to invest in the health of their skin rather than layering on makeup.

3. Innovation and curiosity of young consumers

Kbeauty stands out through constant innovation : new textures, surprising ingredients, practical and fun packaging.

• Examples of textures : ultra-light liquid essences, moisturizing gel creams, imperceptible sunscreens.
• Ergonomic packaging : sun sticks (like the Beauty of Joseon Matte Sun Stick), compact tubes, travel sizes.
• Value for money : Highly effective treatments, but much more affordable than Western luxury.

👉 Featured products:

• Isntree Hyaluronic Acid Watery Sun Gel SPF50+/PA++++ : a fluid sunscreen that moisturizes while protecting, ideal for younger generations who want to combine practicality and effectiveness.
• Skin1004 Madagascar Centella Ampoule : a cult serum that embodies Korean innovation with its simplicity, effectiveness and affordable price.

Millennials and Gen Z love to experiment, compare, and share their discoveries on social media. K-beauty, with its endless creativity, perfectly feeds this thirst for novelty.

4. Values ​​in line with young people's expectations: ethics and transparency

Today's generations are paying attention to the origin and ethics of the products they consume. They look for brands that:

• Cruelty-free and animal-friendly.
• Vegan-friendly for many of them.
• Transparent about ingredients : out with overly complex compositions, in with simplicity and the science of active ingredients.

👉 Product example:

• Anua Heartleaf 77% Soothing Toner : minimalist, transparent in its formula, it perfectly illustrates the new wave of Korean products that reassure consumers.

Kbeauty has adapted its message to appeal to this conscious clientele, keen to buy better.

5. Inclusivity and personalization of care

Another advantage of kbeauty is its adaptability:

• Products designed for all skin types (dry, oily, combination, sensitive).
• Ability to build a fully customized routine using layering steps.
• Targeted solutions for each skin problem (acne, spots, wrinkles, lack of radiance).

👉 Product examples:

• Cosrx Advanced Snail 96 Mucin Power Essence : For skin in need of repair and hydration.
• Beauty of Joseon Green Plum Refreshing Toner AHA+BHA : For combination to oily, blemish-prone skin.

The Korean routine thus becomes a tailor-made ritual , which corresponds perfectly to the desire of Millennials and Gen Z to differentiate themselves and not adopt a single imposed solution.

6. Communities and skincare education

Younger generations love to learn and understand . They don't just want to consume, but also to be informed.

• Specialized YouTube channels explain the ingredients.
• TikTok is full of routines shared in real time.
• Reddit and skincare forums dissect the formulations.

👉 The result: consumers are no longer passive, but active in their skincare approach. Kbeauty, with its richness in active ingredients and its educational approach, fits perfectly with this need for education and community.

7. Kbeauty as a wellness ritual

Finally, the Korean routine is perceived as a moment of pleasure and self-care .

• Millennials associate skincare with a relaxing break from often stressful lives.
• Gen Z sees it as a way to express their creativity and take care of themselves on a daily basis.
• The application of treatments becomes almost meditative: massages, layering, pleasant textures.

👉 Product example:

• Dr Althea 345 Relief Cream : a soothing cream that embodies this philosophy of gentle, comforting and pleasant-to-use care.

In summary

Kbeauty appeals to both Millennials and Generation Z because it ticks all the boxes of their expectations:

• A fascinating Korean pop culture .
• A preventive philosophy that values ​​skin health.
• A constant innovation that feeds their curiosity.
• Ethical and transparent values ​​that match their beliefs.
• Personalization and inclusiveness of care.
• The importance of communities and skincare education .
• A ritual of well-being and self-care .

In short, kbeauty doesn't just sell cosmetics, it offers a global experience , which combines efficiency, pleasure and modern values.

👉 On Beautylau.fr, you can find the brands and products most appreciated by these generations (Anua, Cosrx, Skin1004, Beauty of Joseon, Isntree, etc.). And if you don't know where to start, our skincare quiz helps you create a personalized routine.