Korean Makeup and Haircare Brands Going Viral on TikTok
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Scroll TikTok Shop for more than five minutes and you’ll hit a haul video of someone swatching a rom&nd tint against their wrist, or squeezing a cloudy-looking Mise en Scene treatment through wet hair. Skincare used to be the whole K-beauty story. In 2026, it’s just the opening act.
Quick answers
- Korean makeup brands like rom&nd, Peripera, and Clio are the fastest-growing K-beauty category on TikTok Shop as of 2026, overtaking the skincare-only hauls that dominated a few years earlier.
- Mise en Scene, Ryo, and Elastine are the hair care brands trending most on US TikTok as of 2026, riding the “glass hair” wave on rice-water and herbal-scalp formulas.
- TikTok Shop’s live-selling format is the main distribution engine, letting Korean beauty brands sell directly to overseas buyers without a US retail deal first.
The Korean Makeup and Haircare Brands on TikTok Worth Watching in 2026
rom&nd, Peripera, Clio, and Espoir are the makeup names showing up most often in TikTok Shop’s Korean beauty storefronts this year, while Mise en Scene, Ryo, and Elastine anchor the haircare side. None of these are new companies — most have sold in Korean drugstores like Olive Young for over a decade — but their second life as TikTok creator favorites is a distinctly 2026 phenomenon. What changed isn’t the product, it’s the distribution: a 15-second video of someone applying a Peripera ink tint now reaches more first-time buyers than a decade of offline retail ever did.
Why Is K-Beauty Moving Beyond Skincare?
Skincare got Korea into the global beauty conversation, but it’s also the most crowded shelf — every brand has a version of a snail-mucin serum or a cica cream by now. Makeup and haircare are where Korean formulation habits (lightweight textures, gradient color, ingredient-forward marketing) still feel genuinely different from what’s already on Western shelves. I’ve watched this play out firsthand at an Olive Young in Hongdae: the skincare aisle is packed with tourists comparing near-identical serums, while the makeup counter next to it is where the actual impulse buying happens now.
Which Makeup Products Are Actually Trending?
Lip tints lead the pack — rom&nd’s Zero Matte and Juicy Lasting lines and Peripera’s Ink the Airy Velvet have both become recurring TikTok Shop bestsellers since 2025, largely because a tint swatch video performs better than a multi-step skincare routine on a short-form feed. Clio’s Kill Cover cushion foundation and Espoir’s Pro Tailor line have followed a similar path, benefiting from creators who compare Korean cushion formulas against Western liquid foundations side by side.
What Hair Care Brands Are Trending on TikTok in the US in 2026?
As of 2026, the hair care brands trending most in US TikTok content are Korean — Mise en Scene, Ryo, and Elastine anchor nearly every “glass hair” haul and scalp-care tutorial on the feed. “Glass hair” — the ultra-smooth, high-shine look popularized by Korean idols — has pulled haircare into the same spotlight makeup enjoys. Mise en Scene’s Perfect Serum and Ryo’s herbal shampoo lines get credited constantly in glass-hair tutorials, and rice-water and fermented-ingredient formulas have become a shorthand marketing hook the way “snail mucin” was for skincare a few years back. Scalp care, treated almost as an afterthought in Western haircare, is its own category in Korean routines — you’ll find dedicated scalp scalers and tonics from Elastine and Ryo sitting next to the shampoo, not bundled into it. That crossover shows up clearly in US search behavior too — anyone typing “trending hair care brands” into TikTok in 2026 is more likely to land on Mise en Scene or Ryo than on a domestic drugstore label.
How Big a Role Does TikTok Shop Play?
TikTok Shop’s live-selling format — a creator demonstrating a product in real time while viewers buy on the spot — has become the main channel Korean makeup and haircare brands use to reach buyers outside Asia without first landing a Sephora or Ulta deal. Industry trackers have flagged Korean beauty as one of TikTok Shop’s fastest-growing categories since the platform’s US shopping features expanded in 2024, and the makeup and haircare share of that growth has been catching up to skincare fast in 2026.
Frequently Asked Questions
Q: What Korean makeup brands are popular on TikTok right now?
rom&nd, Peripera, Clio, and Espoir are the names that show up most often in 2026 TikTok Shop hauls, mainly through lip tint and cushion foundation content.
Q: What are the trending hair care brands on TikTok in the US in 2026?
The hair care brands trending most on US TikTok in 2026 are Korean: Mise en Scene, Ryo, and Elastine, carried by “glass hair” tutorials and a scalp-care step that Western routines usually skip. Rice-water and fermented-ingredient formulas are the recurring hook that keeps these names ahead of Western drugstore labels.
Q: Is Korean haircare different from Korean skincare marketing?
Yes — haircare leans on scalp-specific products (scalers, tonics) as a separate step, while skincare marketing tends to bundle everything into one routine narrative.
Q: Why is TikTok Shop important for Korean beauty brands specifically?
It lets brands sell directly to overseas buyers through creator livestreams, skipping the need for a Western retail partnership before reaching international customers.
Q: What Korean beauty products are going viral on TikTok in July 2026?
As of July 2026, Peripera’s Ink the Airy Velvet tints and Mise en Scene’s Perfect Serum are the products getting reshared most, alongside newer scalp tonics from Ryo and Elastine riding the same “glass hair” wave.
Q: What are the TikTok K-beauty trends in July 2026?
Three trends are driving the conversation this month: lip-tint swatch hauls, “glass hair” tutorials built around rice-water and herbal treatments, and TikTok Shop livestreams that let Korean brands sell directly to buyers who’d never walk into an Olive Young.
The skincare-first version of K-beauty isn’t going away, but it’s no longer the only story worth telling. If you’re only watching the serum aisle, you’re missing where Korean beauty is actually growing in 2026.
