As the year trickles towards a close, one can’t help but wonder: what are the most noteworthy high points and learnings from the beauty realm so far? There was the acquisition of clean-girl favourite Rhode at a whopping USD$800 million, for one. The debut of the highly-anticipated La Beauté Louis Vuitton. And closer to home, the opening of the first-ever international flagship boutique from revered Chinese make-up label, Joocyee, on our shores. All of this to say: the industry is holding court despite a tumultuous financial landscape. This is no better exemplified than with K-Beauty in 2025, with Korea’s cosmetic exports hitting a record high in the first half of the year according to a report from the country’s national daily newspaper, Korea JoongAng Daily. Second-quarter exports, too, have already surpassed previous quarterly records.
Is it fair to assume that such growth is credited to existing Korean beauty giants? Perhaps, but we’d be remiss not to point out the bevy of brands cropping up within the space, many of which have been quietly building a presence—and following—over the last couple of years before recently entering the mainstream consciousness. From pigment-packed lip glosses that double as bag charms to salmon-centric formulas that undergo stringent skin sensitivity checks, the Vogue Singapore beauty team details the most electrifying brands to emerge from K-Beauty in 2025. Spy them all below, and brace yourself for an imminent shopping spree.
1 / 5
Entropy
Bandwagoning, done right. There’s a high chance that you’ve glimpsed an Entropy Charm Tint dangling off the bag strap of your favourite Internet personality over the past couple of months. The go-to charm for many a beauty maven, the product’s thick, interlocking clasp design propelled it into viral territory largely due to its functional design—which allows it to be clipped onto a multitude of items—and high-shine formula. And that’s just the tip of the iceberg. The brand also prides itself on being the creator of the first-ever mascara-type brow perm solution, which fluffs, lifts, and styles arches semi-permanently without causing damage or hair loss.
Check out Entropy here.
2 / 5
Heveblue
With PDRN maintaining its reign over the realm, so does superfood-powered skincare label, Heveblue. Not only do they have a whole range of salmon-powered ampoules, toners, and cleansers within their roster, they also have recently expanded into different categories such as hair care and complexion make-up that is made up of their precise, exacting formulas which makes it suitable for even the most sensitised of skin.
Check out Heveblue here.
3 / 5
Nuse
The sister brand to drugstore cult-favourite, rom&nd, Nuse provides the same no-fuss and efficacious approach to their products—with the added bonus of skincare benefits to specific formulas. The Nuse Reju Lip Gloss, for instance, comprises PDRN capsules for a long-lasting jolt of hydration that also plumps and illuminates pouts in equal measure. Their mousse-type blushes, too, go beyond pigment and long-lasting capabilities, with the inclusion of black willow bark and a Cica complex ensuring optimal skin hydration levels.
Check out Nuse here.
4 / 5
Seapuri
Both sea and glacier water take centrestage when it comes to the highly-raved about formulas from Seapuri. With a focus on hair and body care products, it is their roller-ball type Scalpy Hair Serum that first piqued the interest of hair buffs everywhere. Not only does dexpanthenol and L-menthol help refresh and cool inflamed noggins, the presence of salicylic acid as well as hydrolyzed keratin ensures reduced dandruff growth and the abolishing of dead skin cell build-up. Their Soothing Body Mist, too, is slowly rising in ranks amongst skincare enthusiasts.
Check out Seapuri here.
5 / 5
Alternative Stereo
The label’s retro sensibilities are very much evident in its packaging alone—think notched bottle caps which resemble the dial of a stereo, as well as shapes and structures that bring to mind old film cameras. Aesthetics aside, its high-performance, cruelty-free, vegan, and eco-friendly lip care products are what sets it apart. The Alternative Stereo Lip Potion Aqua Glow, for instance, earns its stripes due to its divergence from traditional oil- and wax-based formulas to a water-centric one that grants a lightweight feel while still being moisturising.
Check out Alternative Stereo here.
