Page 69 - EM - EXPORT MAGAZINE PERFUMERY EDITION

R R E E P P O O R R T T

THE MEDICOSMETIC PIVOT ARE
REDEFINING K-BEAUTY IN 2026
As K-beauty continues to capture global attention
with its innovation and creativity, a new chapter
in skincare is unfolding, one that blends beauty
with science. The next big wave in Korean beauty
is the rise of therapeutic actives, also known as the
medicosmetic pivot. This movement represents the
mainstreaming of medical-grade ingredients into
everyday skincare, a shift driven by consumers’
growing demand for clinically proven efficacy.

From Clinics to Cosmetics

According to data from Korea’s Olive Young and
Naver Store, substances like PDRN, exosomes, and
dexpanthenol that were previously only available
in dermatological clinics have grown dramatically—
up to 300% annually. The growth of “pharmacy beauty,” a line Exosomes: The Next Frontier
of skincare products made with medicinal ingredients and in Pore and Skin Renewal Care
supported by dermatologists, has been accelerated by this trend. Another fast-rising ingredient
Due in large part to viral TikTok moments, these goods have gained category is exosomes, known for
popularity both locally and abroad. The combination of heparin, their regenerative properties. The
dexpanthenol, and hydroquinone has led to a rise in popularity for number of exosome-infused skincare
a number of products, including Noscana, Acnon, and Melatonin. products has increased dramatically
Rejuvinax, a PDRN-based product, became viral and rapidly sold this year, particularly in pore care.
out. A broader consumer trend towards efficacy-first skincare is Exosomes, which are well-known for
seen in the growth of pharmaceutical-origin products including their ability to regenerate cells, are
Fation, Relage, Rizran, Zeroid, and Centellian24. quickly becoming popular, particularly
in the treatment of pore and skin
PDRN: The Star Ingredient of 2026 rejuvenation. Both plant- and milk-
derived variants are included in recent
debuts at Olive Young Korea and
Qoo10 Japan.

Tranexamic Acid (TXA):
The Brightening Acid for Dark Spot
Long recognized in pharmaceuticals for treating
hyperpigmentation, tranexamic acid (TXA) is emerging as
a top-tier skincare ingredient across Korea, Japan, and the
Among the emerging actives, PDRN (Polydeoxyribonucleotide) U.S.. Olive Young reports a 150% year-on-year growth in TXA-
has become the breakout star. Initially used in medical skin based products, particularly in serums that target dark spots
regeneration treatments, PDRN is now making waves in creams, and acne marks.Tranexamic acid (TXA) is gaining popularity
serums, and masks across Korea, Japan, and the U.S. It was as a brightening element
first utilised in clinical skin regeneration and is now a common and is expanding rapidly in
ingredient in creams and serums in the United States, Japan, international markets. TXA
and Korea. Brands are experimenting with vegan and plant- and niacinamide are being
derived PDRN from rice, rose, ginseng, and green tea to appeal combined by companies
to customers who care about sustainability as demand rises. like Anua, Medicube, and
These alternatives not only maintain clinical efficacy but also Centellian24, creating powerful
add layers of ethical and storytelling value, resonating with multi-action formulas that
sustainability-conscious consumers worldwide. TikTok users address both pigmentation
are comparing and ranking Korean PDRN products, driving a and inflammation, a hallmark
surge in demand both online and offline. of K-beauty innovation.

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