As an avid K-beauty enthusiast, what do you think that makes a brand a true phenomenon? Is it the model? The packaging? Or a little bit of both? Well, Korean brand Laneige has successfully showcased another impressive feat by topping at #1 Olive Young ranking with its impeccable precision.
While may brands chase virality, Laneige continues to climb by refining its formulas, expanding with purpose, and delivering what consumers actually want. And its latest achievement is all thanks to the perfect blend of product innovation and branding strategy. How? Let’s dive deeper with us into the insights behind Laneige’s success.
Laneige Double Victory at Olive Young Brand Ranking 2025
In the ever-evolving world of Korean beauty, few brands manage to achieve the elusive feat of staying relevant and innovative at the same time. Yet, Laneige—a global flagship under AMOREPACIFIC—has done exactly that in 2025.
With two products at the top of Olive Young national bestseller list—Neo Cushion Muey and Cream Skin—Laneige has not only proven its staying power in the platform’s brand ranking but also demonstrated a rare mastery of product strategy, consumer insight, and timely innovation.
Now, what makes this achievement even more remarkable is the fact that these two products serve entirely different purposes in a beauty routine. One is a minimalist skincare staple; the other, a statement-making cushion compact.
But together, they reflect a brand that truly understands the modern K-beauty consumer: multitasking, tech-savvy, and style-conscious.
Cream Skin: The Minimalist Icon That Sparked a Skincare Reset
Originally launched as a hybrid toner-moisturizer, Laneige Cream Skin was ahead of its time when it debuted. It simplified two essential steps in the classic 10-step routine, right as consumers began leaning toward skincare minimalism.
And so, by the time the “Skin-Care Diet” and skin-barrier-first trends took hold globally, Cream Skin had already cemented its place as a cult favorite.
The recent surge of Laneige in 2025 ranking, reaching #1 in both Olive Young weekly and overall brand sales—is not a fluke. The formula’s milk-like texture, enriched with white leaf tea water, targets hydration without heaviness.
And this aligns perfectly with the ongoing shift in Korean skincare: lightweight, skin-barrier-friendly products that promise real results without overcomplication.
Cream Skin’s success is also logistical. It’s affordable, suitable for all skin types, and versatile enough to be used as a toner, essence, or even a lightweight moisturizer. These attributes make it ideal for both beginner K-beauty users and seasoned enthusiasts trying to streamline their regimen without compromising skin health.
Neo Cushion Muey: A Strategic Cushion Revival for a New Consumer Era
Yes, Laneige’s Neo Cushion line has been a strong performer in the cushion compact scene. However, the release of the Neo Cushion Muey in 2025 marks a strategic evolution of the product.
With Korean consumers increasingly looking for base makeup that’s lightweight yet resilient, the Muey variant delivers a seamless blend of soft matte finish and moisture-boosting benefits. And this is something rarely balanced well in cushion compacts.
The name “Muey,” actually comes from the Korean word for fog or mist. And it actually speaks directly to the product’s core function. That is to provide a blurred, second-skin finish that mimics the kind of flawless diffusion you’d expect from photo filters.
Not only that but the cushion’s buildable formula also offers natural coverage that doesn’t mask the skin’s texture—a critical demand from today’s Gen Z and millennial users, who prioritize authenticity and glow over porcelain perfection.
The Genius BTS Jin Effect
Moreover, beyond the product performance, Laneige’s decision to cast BTS’s Jin as their first-ever male global ambassador for the campaign has been a genius move that added another dimension to the launch.
While he might have not been the centerpiece, but crowing THE BTS Worldwide Handsome Jin as their brand ambassador crated a highly effective storytelling tool. The magnificent brand alignment of BTS Jin and Laneige—clean, charismatic, and globally beloved—complemented Muey’s aesthetic appeal without overshadowing the product’s purpose.
What These Wins Say About Laneige’s Brand Strategy
Now, the success of these both products resulted in Laneige climbing even higher in Olive Young brand ranking. And this has clearly reflected the brand’s evolving DNA
In a crowded beauty market where brands either go hyper-clinical or hyper-trendy, Laneige continues to walk a deliberate middle path. It presents you high-performance formulas grounded in long-term skin science, dressed in contemporary, lifestyle-friendly packaging.
And here’s how Laneige successfully maintains its brand reputation, on Olive Young ranking and beyond.
1. Listening and Answering to Market Demands
First of all, please note that Laneige did not launch Muey simply because they wanted to. Muey was a direct response to consumer feedback calling for more breathable base products that still hold up throughout the day.
Meanwhile, Cream Skin’s packaging revamp and continuous restocking strategy proved that Laneige pays real attention to shelf-life visibility, customer demand, and usage patterns.
2. Leverage in Innovation without Abandoning Accessibility
Secondly, you must have also realized that neither product (Muey and Cream Skin) actually breaks the bank. And yet, both deliver a user experience on par with luxury brands.
This strategy is crucial in an era where the beauty buyer is no longer just trend-driven but also budget-conscious and performance-focused.
3. Balancing Global Ambition with Local Loyalty
Finally, Cream Skin’s resurgence across Southeast Asia, Japan, and the U.S., alongside Muey’s sell-out success at Olive Young, confirms that Laneige is not simply exporting K-beauty aesthetics—it’s exporting tailored solutions. And it’s doing so while maintaining loyalty to its Korean base.
Laneige: A Template for Sustainable K-Beauty Growth
Finally, Laneige’s 2025 victories with Neo Cushion Muey and Cream Skin will become case studies in how to stay relevant without chasing every fleeting trend.
By choosing to focus on user-centric product development, thoughtful brand expansion, and strong but appropriate celebrity partnerships, Laneige has created a sustainable roadmap for other K-beauty labels aiming to scale in a hypercompetitive environment.
In an industry increasingly shaped by viral TikToks, overnight fads, and oversaturated launches, Laneige is proving that long-term trust still matters—and it’s built, product by product.
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