K-Beauty Google Trends: Five Years of Search Interest
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Bottom line: on K-beauty Google Trends data, worldwide search interest in “korean skincare” rose from a yearly average of 11.3 in 2022 to 54.6 in 2025 and 68.4 so far in 2026 (peak week = 100), and among countries the Netherlands, Australia, Singapore and Canada score highest after Brunei.
We pulled Google Trends data for the last five years (16 October 2021 to 16 October 2026), worldwide, comparing three English search terms in one request: “korean skincare”, “k beauty” and “korean sunscreen”. Google Trends shows relative interest, not search volumes: 100 is the busiest week for the most-searched term in the request, and every other value is scaled to it.
K-beauty Google Trends: yearly average interest, worldwide
Swipe sideways to see the whole table.
| Year | korean skincare | k beauty | korean sunscreen |
|---|---|---|---|
| 2022 | 11.3 | 12.2 | 4.2 |
| 2023 | 24.0 | 15.4 | 7.7 |
| 2024 | 38.1 | 17.2 | 10.7 |
| 2025 | 54.6 | 24.5 | 13.9 |
| 2026 (to mid-October) | 68.4 | 41.2 | 20.7 |
Swipe sideways to see the whole table.
| Region (interest by country, “korean skincare”, five years; top market = 100) | Index |
|---|---|
| Netherlands | 60 |
| Australia | 41 |
| New Zealand | 40 |
| Singapore | 34 |
| Canada | 32 |
| United Kingdom | 25 |
| South Korea | 20 |
| United Arab Emirates | 19 |
| United States | 16 |
| Germany | 15 |
| Malaysia | 15 |
| Philippines | 10 |
| Hong Kong | 8 |
Search interest · worldwide, yearly average of weekly values in one comparison · Source: Google Trends · ACCESSED 2026-10-16 · peak = 100
Definitions, sources and access date
- Scope: Google Trends, web search, all categories, worldwide, “Past 5 years” (16 Oct 2021 to 16 Oct 2026), weekly data. The first table averages the weekly values of each term by calendar year (2021 has only 12 weeks and is left out; 2026 runs to the partial week of 11–17 October). The three terms come from the same comparison request, so they can be compared with each other.
- Second table: Google Trends “interest by region” for “korean skincare” alone over the same five years, where 100 is the region with the highest share of searches. Brunei scored 100 and small territories also appear in Google’s list; the table shows selected markets.
- Google explains that Trends uses only a sample of Google searches and divides each data point by total searches in its geography and time range before scaling to 0–100, so values can differ slightly each time the same query is run. The figures here are those returned on 16 October 2026.
- Sources: Google Trends help, “FAQ about Google Trends data” https://support.google.com/trends/answer/4365533 · Google Trends comparison https://trends.google.com/trends/explore?date=today%205-y&q=korean%20skincare,k%20beauty,korean%20sunscreen&hl=en-US · single term https://trends.google.com/trends/explore?date=today%205-y&q=korean%20skincare&hl=en-US
- Data accessed: 16 October 2026
What the trends suggest
Interest has grown every year. The yearly average for “korean skincare” roughly doubled from 2022 to 2023 and kept climbing, with the highest weeks of the five years (100) starting 29 March and 5 April 2026. “k beauty” grew more slowly until 2025, then jumped in 2026.
Sunscreen is a rising sub-theme. “korean sunscreen” went from 4.2 to 13.9 between 2022 and 2025, more than tripling, and reached 20.7 in 2026 so far.
Where interest is concentrated. Relative to total searches, interest is highest in the Netherlands, Australia, New Zealand, Singapore and Canada. The US scores lower on this measure (16) because the index reflects share of searches, not the number of searches.
Seasonality is mild and mixed with growth. Averaging weekly values by month for 2023–2025 gives the highest months as November (52.6) and December (48.8) and the lowest as May (32.0) and February (32.3). Because interest rose throughout those years, later months are pushed up partly by the trend itself.
For buyers, rising search interest in an English-speaking market is a reasonable signal of retail demand, but it is not sales data. Pair it with local sell-through and the trade figures in our other data articles.
Related reading: Korean cosmetics exports by country · Amazon best sellers and Korean skincare · K-beauty export seasonality
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