Is Foam the New Serum in Skincare?

Serums have long been the cool, liquid-y, lightweight layer that preps skin for moisturization to optimize absorption and efficacy.

But with innovative K-beauty permeating the US beauty market amid sensoriality’s reign as a new rule of beauty, serums are being reimagined in foam format, per Spate.

Bubble Serums

Bubble serums are a popular format in Korean skincare, delivering traditional serum ingredients in a lightweight, foam-like texture. More than fodder for viral internet reels, consumers turning to them for targeted skincare benefits. Analysts say the trend has grown 314.9% compared to last year. While it currently has low popularity, TikTok owns 50.0% of its Popularity Share and has seen 745.5% year-over-year growth. The trend receives 2,700 average monthly Google searches, 715,200 average weekly TikTok views, and 22,300 average weekly Instagram likes. On Search, the trend has very low competition, leaving plenty of whitespace for brands to enter the conversation.

Bringing Essences into the Mix

On TikTok, users are combining an essence (521,100 average weekly views), such as Mixsoon Bean Essence, with Mixsoon Hyalraebae Pore Bubble Serum (bubble has 663,500 average weekly views alongside the trend) to create a slime-like texture (320,000). The ritual is often positioned around pore care (743,000), suggesting brands should highlight the functional benefits of bubble serums rather than treating the format as simply a fun way to apply skincare.

Related benefits include glow-y (321,700), minimizing (287,100), and hydrating (96,600), with sensitive skin (93,000) also emerging as a key audience. On TikTok, the top related category is Ad (813,200), aligning with the trend’s very high paid views share of 68.5%. Top related brands include K-beauty brands Mixsoon (394,700 average weekly views) and Biodance (100,000).