K-Beauty Trend Report: What July 2025 Tells Us About Real Customer Behavior

In the world of K-Beauty, the word "trend" gets used constantly — but trends without purchase data are just guesses. That’s why we at SEOUL4PM reviewed our July 2025 sales records to find out what products actually moved. Not what was hyped, but what sold. Not what looked nice, but what solved something.

What we discovered wasn’t flashy. It was practical. The top-selling products weren’t just popular—they were specific. They addressed skin concerns clearly, highlighted functional ingredients, and aligned with the season. In short: they helped people.

1. Take derma products

Their presence in July’s rankings was not a surprise—but their consistency was. Brands like ILLIYOON, DR.ALTHEA, AESTURA, and DR.G didn’t rely on new launches or packaging gimmicks. They simply met expectations. Derma products are trusted, and during periods of irritation or seasonal skin stress, trust becomes the most important variable. This pattern matches larger consumer trends as well: surveys indicate that over 70% of consumers switch to derma skincare when they experience breakouts or barrier damage.

Among the most consistent performers were:

🔗 ILLIYOON Ceramide Ato Lotion

🔗 DR.ALTHEA 345 Relief Cream

🔗 AESTURA Atobarrier 365 Cream

🔗 DR.G Red Blemish Soothing Cream

Each of these products pairs a simple user need with a reputation for stability. For wholesale buyers, they’re a reliable place to start—especially for onboarding new customers or addressing sensitive-skin audiences.

2. Ingredients That Sell

But ingredient visibility played just as strong a role. We found that 6 of the 10 bestselling products included key actives—Ceramide, Retinal, or Propolis—right in their names. This isn’t just smart branding; it reflects how buyers search. Whether it’s a B2C shopper looking online or a B2B buyer skimming a catalog, clear ingredient labeling makes products easier to understand, recommend, and sell.

Functional ingredient leaders in July included:

🔗CELIMAX The Vita-A Retinal Shot Tightening Booster

🔗BEAUTY OF JOSEON Glow Serum : Proplis + Niacinamide

🔗SKIN1004 Madagascar Centella Hyalu-Cica Water-Fit Sun Serum

These products don’t just work—they explain themselves. That’s a critical difference in a crowded market.

3. Soothing in Season

Lastly, there was a clear seasonal theme: soothing and moisture sold. Seven out of the ten top products focused on calming, hydrating, or barrier-supporting functions. And while that seems typical for summer, it’s not just about heat. These sales reflected pre-emptive buying: customers preparing their skin for the transition into autumn dryness. That insight matters. It suggests that functional skincare is becoming more proactive, with customers buying “what I’ll need next week” rather than only “what I need now.”

If you’re preparing your lineup for August and September, these items stood out:

🔗 ILLIYOON Ceramide Ato Soothing Gel

🔗 DR.ALTHEA 345 Relief Cream

🔗 DR.G Red Blemish Clear Soothing Cream

Put all this together, and a pattern emerges. The products that sold in July were all solution-first. They weren’t just “trendy” in the abstract—they were timely, visible, and purpose-built. For sellers, this reinforces a core principle: customers don’t just want something good. They want something that fits their current condition, their current climate, and their current skin.

If you're not sure what to stock for the next season, that’s exactly where we can help.

At SEOUL4PM, we curate product suggestions based on real sales data, regional market behavior, and ingredient-led buyer trends. We're not guessing. We're watching, and we’re adapting with you.

🔗 Contact Us