# Transformative K-Beauty Skincare JiYu Brings Korean Skincare Science to Western Consumers By Laura McQuarrie | Published 2026-03-18 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/jiyu References: [prnewswire](https://www.prnewswire.com/news-releases/korean-skincare-brand-jiyu-raises-6-5m-to-expand-us-market-tracking-toward-70m-revenue-in-2026--302715970.html) & [jiyuskin](https://www.jiyuskin.com/products/test-complete-care-bundle?variant=44336912433231&selling_plan=1699283023)  JiYu, the skincare brand known for its science-backed formulations developed and manufactured in South Korea, is coming to consumers across North America to share its proven K-beauty formula and shortcut to radiant, glassy skin. The brand has taken off on social media for its unique approach to innovation, which sees every product developed through a lens that identifies the real skin concerns people face daily and a scientific lens devoted to solving problems effectively and differently than anything currently available on the market. JiYu's Anti-Aging Glow-Up Bundle pairs its cult-favorite, gently exfoliating Renewal Toner Pads with NAD+ Moisturizing Cream for repair at the cellular level and transformative results that yield visibly younger-looking skin. ## Trend Insights (Trend Hunter) - Score: 8.6/10 - Popularity: 95% | Activity: 94% | Freshness: 69% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Science-backed K-beauty Mainstreaming:** A surge in Korean-formulated, clinically validated skincare entering Western markets creates potential for brands to redefine efficacy standards and consumer trust metrics. - **Social-media-driven Product Adoption:** Viral content and influencer endorsement increasingly determine breakout skincare hits, reshaping product development priorities around shareable rituals and demonstrable results. - **Cellular-level Anti-aging Formulations:** Growing consumer demand for ingredients like NAD+ that target cellular repair opens pathways for novel ingredient delivery systems and personalized anti-aging regimens. ### Sectors Adopting This - **Skincare and Cosmetics:** Traditional beauty brands face pressure from science-first entrants to invest in transparent clinical data and lab-grade formulations that can command premium positioning. - **Biotech and Dermatological Research:** Advances in cellular biology and topical delivery present opportunities for cross-disciplinary products that blur lines between cosmeceuticals and medical treatments. - **E-commerce and Direct-to-consumer Retail:** Digital-native distribution models coupled with social proof mechanisms enable faster market entry and iterative product refinement based on real-time consumer feedback. ## Related on Trend Hunter - [Cushion Compact Revivals](https://www.trendhunter.com/trends/mask-fit-red-cushion.md) - [Targeted Bubbly Toners](https://www.trendhunter.com/trends/popping-toner.md) - [Korean-Made Vegan Skincare](https://www.trendhunter.com/trends/oliviaumma-sephora.md) - [Scalp-First K-Beauty Haircare](https://www.trendhunter.com/trends/dr-groot.md) - [Multi-Source PDRN Eye Patches](https://www.trendhunter.com/trends/5-pdrn-collagen-vitalizing-hydrogel-eye-patch.md) - [All-in-One Toner Mask Innovations](https://www.trendhunter.com/trends/iinnno-pure-cosme.md) - [Green Tangerine Exosome Skincare](https://www.trendhunter.com/trends/green-tangerine-alpha-line.md) - [Co-Branded Beauty Cakes](https://www.trendhunter.com/trends/eln-x-anua-honey-glaze-cake.md) - [Makeup-Dissolving Oil Cleansers](https://www.trendhunter.com/trends/hanyul-artemisia-soothing-cleansing-oil.md)