How UK influencers have fuelled the K-beauty obsession
- Hinton Magazine
- 17 hours ago
- 2 min read
The Korean skincare revolution is booming in the UK. With hashtags like #glassskin and #koreanskincare trending on social media, beauty product lovers are increasingly embracing the glow-inducing routines of K-beauty.Recent data from influencer marketing platform Kolsquare shows that #glassskin has been mentioned by 506 influencers this year while #koreanskincare follows closely with 447 influencers demonstrating hydrating toners, fruity face masks, and exotic ingredients. The aesthetic? Radiant, poreless, and polished – the definition of “glass skin.”Among the top-performing products fuelling the trend this year are:

Then I Met You Bong2 Bounce Cream - mentioned by 1984 influencers.
Glow Recipe Watermelon Glow Niacinamide Dew Drops - mentioned by 398 influencers so far this year.
ma:nyo Pure Cleansing Oil Deep Clean - mentioned by 178 influencers.
Mixsoon Bean Essence - a favourite with 72 influencers
TIRTIR Milk Skin Toner - mentioned by 62 influencers.
COSRX Snail Mucin 96% Power Repairing Essence - bigged up by 11 influencers
Brand buzz
Glow Recipe is leading the charge in 2025 with 785k post engagements in just three months using 335 influencers. The brand has captured 52% share of market voice thanks to working with micro influencers (those with 5k - 100k followers)
Mixsoon has clocked up 992K engagements so far in 2025, dominating both TikTok and Instagram
TIRTIR captured 110K engagements, especially among the 25–34 age group
K-beauty staples like Laneige and COSRX also showed strong UK traction, with Laneige Europe clocking 35K engagements and a growing follower base
Influencers driving the Korean skincare trendInfluencers like @kohls, a TikTok sensation with 1.5M followers, are driving the trend by sharing styling tips and product reviews that resonate with the 18–34 demographic—the heart of the K-beauty fanbase.Amelie Charlize X @amicharlize who has 726K followers on Instagram earned a media value £470K for two posts on Glow Recipe while Miah Carter @miahcarterr (177.7k followers) got 91k engagements for one of her Glow Recipe posts.Rebecca Riddle @rebeccaridlex got 46k engagements for a CORSX post while @ellie_thomson got an impressive 56k engagements for TirTir.It’s a movement…The numbers suggest that Korean skincare is more than a trend—it's a movement. As UK consumers seek out innovative, gentle, and effective skincare, K-beauty is delivering results and satisfying rituals with influencer marketing driving popularity. For more information or to speak to a Kolsquare spokesperson, contact Sally Brockway - sally@wowpr.co.ukGet in touch if you'd like some bespoke influencer research for your news/articles.
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