K-Beauty boom: Korean skincare sales surge as ‘glass skin’ trend takes over social media

“One of the biggest things, too, is the price point for it because everybody can use it; all skin types, all budgets,” SkinbyKristin said of the Korean beauty trend.

TAMPA, Fla. — Korean beauty is having a major moment, and it’s way beyond a trend. The skincare craze is taking social media by storm with booming sales, seen right here in the Tampa Bay area. 

At Korean Beauty Paradise in Tampa, General Manager Sophia Pak has a special title from her clients.

“My customers call me ‘the skin doctor,'” she said.

Pak opened the Tampa location three years ago, and it’s already expanding, with stores in Virginia, Jacksonville and Miami, coming soon.

The skincare has a major economic footprint, with K-beauty sales surging 37%, year over year, to reach nearly $2 billion entering 2026. If you scroll through TikTok and socials, you’ll see the goal of glowing, glass skin. 

“Koreans always had it. It’s just that now social media opened it up,” Pak explained.

Master Esthetician Kristin Leite, better known as SkinbyKristin on TikTok, credits the internet for her introduction.

“When I went to school in 2018, K-beauty was not a thing,” Leite said.

Now, they’re some of the influencer’s most loved products and a favorite of many of her followers. 

She said, “I love it because it is prevention, hydration, layering, consistency and that is so important. One of the biggest things, too, is the price point for it because everybody can use it; all skin types, all budgets.”

Pak says the key to Korean skincare success is its ingredients and layering technique. 

“Centella, Cica, those are great for acne-prone skin. And then you have collagen peptide and retinol for anti-wrinkle,” she explained.

She said the regimen is just as important as the products and suggests that you layer them accordingly. 

“So you do toner, serum, moisturizer and then you put neck cream or eye cream, and then of course sunscreen,” Pak said.

She says to start simple and with an emphasis on healing and protecting your skin’s barrier. 

Pak explains, “You want healthy skin, then you can treat it. Heal the skin, treat the skin.”

From the excitement online to the sales in store, there seems to be no doubt that this trend isn’t going anywhere. 

Leite says, “It’s not all hype at all; there’s so much behind Korean skincare. They have beautiful skin. I think it’s great that we’re finally starting to see it over here.”