The growing trend combines tourism, cosmetic treatments, beauty shopping and cultural experiences as K-beauty expands its influence among American consumers
For some travelers, taking a vacation is no longer just about getting away and relaxing. A growing 2026 trend is adding another goal to the itinerary: coming home with refreshed skin.
So-called “glowcations” are putting South Korea, especially Seoul, at the center of a new type of travel experience focused on beauty and wellness.
The idea is to combine a traditional vacation with dermatology appointments, skincare treatments, beauty shopping and visits to some of South Korea’s most popular cosmetic stores.
The trend has gained new attention as K-beauty continues to expand its global influence.
From skincare to a full travel itinerary
A glowcation can include visits to dermatology clinics, skin analysis appointments, facial treatments and shopping trips to major beauty stores across Seoul.
American influencers are also helping popularize the concept.
Makeup artist Nam Vo, known on social media for her signature “dewy dumpling” look, brought a group of U.S. content creators to Seoul for a week that combined beauty treatments, shopping, food and sightseeing.
K-beauty continues to grow in the United States
The movement comes as Korean beauty products gain even more ground in the U.S. market.
South Korea has surpassed France as the largest supplier of imported beauty products to the United States, according to data cited by Vogue Business.
Korean products are also taking up more shelf space at major American retailers.
The global influence of K-pop, K-dramas and Korean culture has helped turn skincare ingredients, routines and brands into international phenomena.
Now, that influence is moving beyond store shelves and into travel itineraries.
Source: Vogue and Vogue Business
