The K-Beauty World Tour:
What’s Viral in the USA, Japan, and Europe in 2025?
From Tokyo to New York: The K-Beauty Hits We Brought to Switzerland
Scroll through TikTok or Instagram, and you might get the impression that everyone is using the same three products. But look a little closer, and you’ll see a fascinating divide. What’s flying off the shelves in Tokyo isn’t necessarily what New Yorkers are hoarding, and European skincare lovers have entirely different priorities than shoppers in Seoul.
At KKUMIDA, we track the global charts to understand why certain products go viral. Buckle up! We’re taking you on a skincare world tour to reveal the best-sellers dominating the globe in 2025—and which ones are worth adding to your Swiss routine.
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The USA: "Glass Skin" & Repair
1. Anua Heartleaf 77% Soothing Toner
CHF 15.90
Why it’s viral: The #1 toner in the US for calming "angry" skin. Packed with 77% Heartleaf extract, it acts like a fire extinguisher for redness and acne without stripping moisture.
The Swiss Take: Perfect for soothing windburn after a Bise-filled winter day.
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The Swiss Take: Perfect for soothing windburn after a Bise-filled winter day.
2. COSRX Advanced Snail 96 Mucin Power Essence
CHF 19.90
Why it’s viral: The undisputed king of hydration. Its unique "gooey" texture absorbs instantly to create that reflective "Glazed Donut" look Americans love.
The Swiss Take: A fantastic lightweight layer under your sunscreen or heavy winter cream.
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The Swiss Take: A fantastic lightweight layer under your sunscreen or heavy winter cream.
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Japan: "Home Clinic" & Pore Care
3. VT Cosmetics Reedle Shot 100 & 300
From CHF 29.90
Why it’s viral: The "spicy" skincare hit of Tokyo. It contains micro-spicules that mimic professional microneedling to blur pores and boost absorption.
Which one for you?
• Reedle Shot 100 (Daily): Gentle enough for every evening.
• Reedle Shot 300 (Intensive): Use every 3 days for deeper care.
Which one for you?
• Reedle Shot 100 (Daily): Gentle enough for every evening.
• Reedle Shot 300 (Intensive): Use every 3 days for deeper care.
4. Anua Heartleaf Pore Control Cleansing Oil
CHF 22.90
Why it’s viral: While the toner rules the US, this oil rules Japan. It’s famous for dissolving blackheads and sebaceous filaments without clogging pores.
The Swiss Take: The only way to properly remove Swiss sunscreen at the end of the day without drying out your skin.
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The Swiss Take: The only way to properly remove Swiss sunscreen at the end of the day without drying out your skin.
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Europe: "Skintellectual" Results
5. Biodance Bio-Collagen Real Deep Mask
CHF 6.91
Why it’s viral: The "Transparent Check." This sleeping mask turns clear overnight as your skin absorbs the collagen. It’s the ultimate visual proof of deep hydration.
The Swiss Take: Your "Sunday Reset" essential. Perfect for recovering after a week of skiing, hiking, or city life.
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The Swiss Take: Your "Sunday Reset" essential. Perfect for recovering after a week of skiing, hiking, or city life.
6. Beauty of Joseon Relief Sun: Rice + Probiotics
CHF 11.90
Why it’s winning: It solved the biggest complaint Europeans had with SPF: the texture. It feels like a luxury moisturizer, leaves zero white cast, and gives a healthy glow.
The Swiss Take: Sunscreen isn't just for summer! UV rays in the Swiss mountains are strong year-round. This is the perfect daily SPF because it doubles as your morning moisturizer.
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The Swiss Take: Sunscreen isn't just for summer! UV rays in the Swiss mountains are strong year-round. This is the perfect daily SPF because it doubles as your morning moisturizer.
Ready to find your new favorite?
You don't need a plane ticket to try these global hits. We've curated them right here in St. Gallen.
Explore All at KKUMIDA
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