South Korea is forming a joint government council to address the rise of counterfeit K-beauty products. This initiative is a response to the increasing counterfeiting issue as Korean cosmetics companies enhance their global presence through innovation and partnerships. The Ministry of Small and Medium Enterprises (SMEs) and Startups, along with the Ministry of Intellectual Property (IP), will collaborate in this effort to protect exporters from the growing black-market industry that affects products valued in the billions.
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The Korea Intellectual Property Protection Agency (KIPPA) has reported a significant rise in counterfeit Korean products, including beauty items, with fake K-brand products on global online shopping platforms increasing from 160,000 in 2023 to 210,000 in the following year. This counterfeit surge coincides with record-high cosmetic exports from South Korea, which reached $7 billion in the first half of 2026, reflecting a 27.3% year-on-year growth.
As the government aims to safeguard this lucrative sector, K-beauty companies are also ramping up their growth strategies. Amorepacific, a key player in the industry, has forged several partnerships to strengthen K-beauty’s global position. Additionally, U.S.-based Mary Kay is launching a skincare line made in Korea, with collaborations featuring Western social media content creators promoting K-beauty routines.
The Ministries of SMEs and IP plan to enhance communication and coordination regarding counterfeit products through overseas support centers. They currently operate 22 Global Business Centers across 14 countries, including major cities such as New York, Tokyo, and Beijing. Plans are in place to link export initiatives with IP protection efforts, facilitating support for companies not only in exporting but also in safeguarding their intellectual property.
Amorepacific is pursuing various strategic partnerships to extend its influence. It recently invested in Junevity, a U.S.-based wellness company, to research skin aging and develop relevant cosmetic products. This partnership utilizes Junevity's Reset Platform, which combines human disease data and machine learning to explore skin aging pathways.
In addition, Amorepacific signed a business agreement with Korea Venture Investment Corporation to identify promising cosmetics startups and cultivate their global competitiveness. This public-private partnership aims to align the K-beauty industry with the venture investment market.
Moreover, Amorepacific has partnered with Kurly, a South Korean e-commerce platform, to create exclusive products for Beauty Kurly, including a dedicated "Kurly Only" product line. This collaboration allows Kurly to leverage Amorepacific’s development capabilities while providing insights into consumer preferences.
On the international front, Mary Kay has introduced the K-Beauty Texture Edit collection, featuring three Korean-made products, available in 40 global markets. This move aligns with Mary Kay’s commitment to innovation and adapting to evolving beauty trends, as stated by Dr. Lucy Gildea, the company’s chief brand and scientific officer.
The increasing integration of K-beauty into Western beauty culture continues with Biodance, which has partnered with notable influencers like Patrick Ta and NikkieTutorials to promote its skincare products through social media tutorials. These efforts illustrate how social media engagement can amplify K-beauty’s international visibility and consumer appeal.