Recently, hydrogel masks and eye patches have emerged as staples in global beauty routines, buoyed by their conspicuous appearances in popular content such as 'The Devil Wears Prada 2', 'Euphoria', and 'The Kardashian Family.' These products are not merely aesthetic choices; they signify a shift in consumer preferences towards innovative and visually appealing skincare solutions.
The hydrogel mask market has seen remarkable growth, doubling in size over the last three years. Projections indicate that by 2030, the market could approach 3 trillion KRW. Korean company Imigein reported that it supplied 17 million hydrogel products, including masks and eye patches, in just the first quarter, nearing revenues of 200 billion KRW for the year, underscoring the financial viability of this category.
In 'The Devil Wears Prada 2', the character Emily's use of hydrogel eye patches while preparing for a significant event showcases how K-beauty products are now identified with luxury and self-care. Similarly, 'Euphoria' featured hydrogel patches as integral accessories for the show's characters, resonating with the anxieties of Gen Z, thereby reinforcing these products’ relevance with younger demographics.
The portrayal of hydrogel masks in Apple TV's series 'How Margo Deals with Money' alongside stars like Michelle Pfeiffer indicates a broader acceptance across various viewer segments. As influencers and celebrities like Hailey Bieber share their hydrogel routines on social media, this trend appeals not only to younger audiences but also resonates with mature consumers looking for effective skincare solutions.
The North American market has begun to view hydrogel masks as premium skincare essential items. A report from The Brainy Insight estimates that the global hydrogel mask market will grow from approximately 910 billion KRW in 2023 to an estimated 1.62 trillion KRW by 2026. This trajectory aligns with the ongoing shift toward 'quick beauty' trends among U.S. consumers, highlighting the demand for immediate, visually appealing skincare options.
K-beauty brands are increasingly targeting the North American market, which is characterized by a strong preference for high-functionality skincare products. Unlike the previously dominant simple moisturizing masks, there is a marked transition towards eye patches and high-efficacy hydrogel masks. Retail giants such as Sephora, Ulta Beauty, and Amazon are rapidly expanding their offerings in the hydrogel category, further validating this shift.
Imigein’s achievements in the hydrogel sector, strengthened by collaborations with global brands, contribute to reinforcing its stance in the North American market. A partner brand reported revenue growth of 13 times year-over-year as of 2025, with other global clients also showcasing growth rates exceeding 50%. Imigein's hydrogel segment specifically recorded a 42% increase compared to the previous year, significantly driving its overall business growth.
According to data from Samsung Securities and the Korean Customs Service, South Korean cosmetics exports reached $2.576 billion (approximately 3.82 trillion KRW) in the first quarter, a 19.3% increase from the previous year. Exports to the United States alone surged by 40.2% to $488 million (approximately 720 billion KRW), highlighting the burgeoning position of K-beauty brands as they respond actively to market demands for functionality and trend relevance.
The rising importance of ODM (Original Design Manufacturer) enterprises in the beauty supply chain can also be observed. In the North American market, Korean ODMs are gaining traction for their speed in responding to trends, product development capabilities, and consistent production quality. This evolution enhances the competitive edge of Korean manufacturers, especially in producing high-quality hydrogel products that meet global standards.
Hydrogel formulations require sophisticated technology that maintains high moisture levels while ensuring adhesion to the skin, a challenge that domestic ODMs are adeptly overcoming. As this category continues to grow in demand, the established formulation expertise in South Korea bolsters the competitive landscape for ODM players.
In domestic markets, the growth trend is similarly robust. Imigein’s hydrogel eye patches, a leading product category, sold approximately 2 million units in the first quarter, while cosmetic brand MEDIHEAL also achieved sales of nearly 2.8 million hydrogel masks, underpinning a strong trajectory for hydrogel products.
