Summer skincare is transformed with multifunctional formulas, light textures and a minimalist routine. Consumers are looking for efficacy, sensoriality and respect for their skin and the environment. Korean cosmetics brands such as Frudia, Missha, The Saem and Purito are perfect for this time of year.
Summer 2025 poses new challenges and opportunities for the cosmetics sector. In addition to sun exposure, increased pollution and fast-paced lifestyles, there is a clear consumer demand for effective, skin-friendly and sustainable products. This scenario drives versatile formulas, simplified routines and functional beauty.
1. Smart sun protection: beyond SPF
Sunscreen is no longer an optional step, but the most important product of the summer. In 2025, it is not only the SPF that is valued, but the complete formula: water resistance, light texture, soothing ingredients and sustainability.
In this context, Frudia and The Saem have broad-spectrum sunscreens, focused on sensitive and urban skin, that protect against UVA/UVB rays and also environmental pollution. With invisible finishes and moisturising formulas, they are a perfect solution for everyday use, even under make-up. They are also in line with a growing trend: vegan suncare products and more sustainable packaging.
2. Multifunctional BB creams: natural and protected skin
BB creams have evolved to become summer essentials: they offer hydration, sun protection, light coverage and treatment in one step. An ideal option for those looking for a quicker and more effective beauty routine, without compromising on skincare.
Brands such as Missha and Purito offer BB creams with high sun protection, antioxidant ingredients and adaptable textures that even out skin tone naturally. They are perfect for everyday use and respond to the ‘no-makeup makeup’ trend, which dominates social media and current shopping behaviour.
These formulas keep skin protected and radiant without overloading it, in keeping with the philosophy of cosmetic minimalism.
3. Post-sun soothing moisturiser: the new must-have
After sun exposure, skin care focuses on moisturising, soothing and repairing. Korean cosmetics rely on natural ingredients such as aloe vera and centella asiatica to help reduce redness and restore the skin barrier.
In summer, the beauty ritual is simplified: all-in-one products are sought, gel textures or light creams that refresh without saturating, soothing and regenerating solutions with formulas designed for all skin types, including the most sensitive.
This type of care reflects a clear preference for sensorial cosmetics, with visible benefits and a pleasant application that fits into the daily routine after the beach, pool or outdoor activity.
The summer season of 2025 is marked by the conscious use of cosmetics, where less is more. With a basic routine – protection, moisturising and a touch of coverage – it is possible to maintain healthy, luminous and protected skin. Frudia, The Saem, Missha or Purito are ideal for consumers looking for a balance between efficacy, simplicity and sensorial experience.
From the first step of the day to night care, the Korean approach is establishing itself as a trend that goes beyond the summer.