South Korea's Cosmetic Exports Reach Record $7 Billion Amid US Demand Surge

The US accounted for $1.45 billion, or 20.7% of South Korea's total cosmetic exports, registering a notable 41.5% rise compared to 2025. In contrast, imports from South Korea to China declined by 6.6% to $1.01 billion, maintaining its position as the second-largest market at 14.4% of K-beauty exports. Japan's imports grew by 5.9%, amounting to $580 million.

The growth momentum in K-cosmetics continues, with exports increasing from $3.1 billion in the first quarter to $3.9 billion in the second quarter of 2026, marking a 25.8% increase. The annual record for South Korean beauty exports was set in 2025 at $11.4 billion, with the current $7 billion in H1 2026 potentially setting up a new record by the end of the year.

K-beauty exports have risen dramatically from $1.07 billion in 2012, driven by sustained global interest in South Korean personal care products. The country is establishing itself as a major player in the global cosmetics market.

Despite a 15% tariff on imports from South Korea enacted last year, including on cosmetics, exports to the US have continued to climb. Analysts have noted that consumers are purchasing in advance of potential price increases linked to these tariffs. According to the Ministry of Food and Drug Safety, the diversification of K-beauty exports, particularly among indie brands, has reduced reliance on any single market or large corporation.

Skin care emerged as the strongest category, generating $5.48 billion and comprising 78% of total exports, a year-on-year increase of 25%. However, fragrance exports recorded a significant monthly high of $6.52 million in January 2026, indicating a burgeoning interest in K-fragrance products.

In the US market, “basic cosmetics” saw a $360 million increase, marking a 48.6% rise year-on-year, while body cleansing products increased by $20 million (36.4%). In comparison, Chinese imports reflected an overall decline, particularly in basic cosmetics and body cleansing products.

The South Korean government is strategically boosting the cosmetics industry as a significant economic pillar, having recently implemented the Cosmetics Industry Promotion Act, which aims to support the entire industry ecosystem with formal backing from the Ministry of Health and Welfare.

In 2025, South Korea's exports reached $11.4 billion, making it the second largest in global shipments, trailing only behind France’s $24 billion luxury beauty market. Within the US, retailers like Ulta are focusing on K-beauty brands such as Medicube and Anua, while Medicube has achieved a substantial share of Amazon's beauty sales.

The influence of K-pop and South Korean culture is also contributing to the growing presence of K-beauty in global markets, with notable figures such as BTS's Jungkook and IVE's Jang Won-young serving as ambassadors for luxury brands.

The US market is seeing increasing K-beauty engagement, exemplified by the recent opening of Olive Young's first store in Pasadena in May 2026, which has attracted significant customer interest. The store, averaging over 1,500 daily visitors, features 400 brands and approximately 5,000 products, with over 90% being South Korean. Olive Young’s parent company has set an ambitious goal of $8.7 billion in North American sales by 2028, integrating K-lifestyle strategies throughout its operations.