This article was originally published in the K-beauty Trend Report. “The K-beauty category is entering a new phase of global maturity in 2026,” Dino Ha, founder and CEO of Memebox, an incubator of K-beauty brands including Kaja Beauty, tells Cosmetics Business. At the same time, Korean skin care is moving in the direction of verified expertise. They may not be new, but collagen face masks remain one of K-beauty’s biggest skin care trends in 2026. “K-pharmacy represents the next wave in the ongoing evolution of Korean beauty,” explains Grace Vernon, Head of Boots Ignite, Foresight and Trends at Boots.