Powder makeup is back and bigger in k-beauty

TRENDS&INNOVATION

Powder makeup is back and bigger in k-beauty

From velvet skin to blurred cheeks, here’s why powder is trending again

The comeback of powder

Powder makeup is making a notable resurgence in the korean beauty market. Evolving from its once-cakey reputation, today’s powder products are refined, ultra-light, and deliver a modern balance of skin-blurring and radiance-enhancing performance.

Across social platforms like TikTok and Instagram, consumer demand is shifting: blurred contours, airbrushed cheeks, and a velvety complexion are defining a new standard of polish.

Powder as a strategic product opportunity

With a global market value of USD 12.7 billion in 2023 and a projected CAGR of 5.9% through 2029, powder makeup is more than a trend—it’s a strategic, long-term opportunity for brands.

Global setting powder & face powder market chart

According to TechSci Research, rising demand for clean formulations, lightweight textures, and hybrid skincare-makeup benefits is fueling steady category growth—especially in fast-growing segments like translucent powders. As consumers seek high-performance, skin-enhancing solutions, powder continues to evolve as a modern format that balances function and feel.

Global setting powder & face powder market size by region, 2019–2029f
source: Sakshi Bajaal, Principal Consultant – TechSci Research: Setting Powder & Face Powder Market

Powder’s market momentum: what’s driving demand

Powder is transitioning from a supporting format to a strategic category, offering new opportunities for product differentiation.

Below are three shifts shaping its comeback—along with examples and formulation paths for brands looking to respond quickly.

Modern Soft-Matte: Glow with Control

Today’s consumers aren’t looking for flat, heavy mattes—they want skin that looks smooth, filtered, and softly radiant. The new generation of powders responds with airy, buildable textures that blur imperfections and control excess shine.

Market example

About Tone - Blur Powder Pact
A lightweight pact that blurs pores and smooths skin, leaving a soft, natural glow without heaviness.

Classic matte reinvented: oil control without the dryness

While newer powders focus on glow, oil-controlling formulas remain a daily essential—especially in hot or humid climates. The demand is now for mattifying powders that feel weightless and look natural, without the dry, chalky residue of the past.

Market example

Innisfree – No-Sebum Mineral Powder
A cult favorite for a reason, this ultra-fine powder keeps shine in check with a clean, soft finish that works across all skin types.

From glass skin to butter skin

The ideal finish is shifting: “butter skin” emphasizes hydration, smooth texture, and soft diffusion. satin bases layered with powder achieve this balance—less dewy than glass skin, but equally luminous.

Market example

Peripera Ink V Shading
Creating soft dimension without shimmer overload

Inspired by What’s Trending?

Here’s How to Start.

Want to develop your own powder-based product?

If our latest insights sparked an idea, explore a broader selection of powder formulas available for full development—perfect for brands looking to customize every detail. While you’re at it, browse our complete lineup of formulas and packaging options across all categories.