Page 57 - EM - EXPORT MAGAZINE PERFUMERY EDITION

R R E E P P O O R R T T

a surge which also signals how consumers are increasingly For many years China was the largest importer of K-Beauty
searching for ingredients that offer proven efficacy rather however by 2023 Korean companies had diversified their export
than specific products. Korean brands are also increasingly markets with the U.S. emerging as the most promising growth
prioritizing inclusivity and adopting Western beauty trends to engine and also a springboard that raises global demand. In
cater for a wider audience, skin tone range and demographic. 2025 K-Beauty is continuing its momentum, in the first half
(January to June) exports reached US$5.51billion which is up
14.8% from the previous record-breaking first half of 2024.
As Kate Kim, Founder and
Managing Director of K-Beauty
Connect explains, “at the
heart of K-Beauty’s success is
innovation driven by research
and development. The Korean
beauty industry is one of the most
competitive in the world, pushing
brands to continuously create
new formulations and packaging
with exceptional agility. Products
pioneered in Korea—such as cushions, BB creams, and sheet
masks—have since become global staples. The industry is
constantly asking what the “next cushion” will be, driving
disruptive formats that anticipate consumer needs. This
relentless pace of product development is reflected in trade
performance with impressive year-on-year increases.”

A further important factor with this second wave, is K-Beauty To avoid heavy reliance on the US market Korean brands have
increased accessibility and expanded brand selection at accelerated diversification into other global markets and
retailers like Sephora, Ulta and Target as well as more dedicated growth is now being increasingly driven by Europe, India and
stores like Pure Seoul and Moida. UK retailer Boots has stated the Middle East. Kate Kim, K-Beauty Connect shared some
that Korean skincare accounts for more than a tenth of its total impressive data – “According to Korean trade statistics, cosmetics
skincare with a Korean product sold every 30 seconds. This exports to Europe rose from 13.8% of total share in 2023 to 17.1%
growing consumer demand and increased exposure through in 2024 (Jan – May). By April, Europe even surpassed the U.S. share.
brick-and-mortar locations is helping to drive the global The Indian K-Beauty market is projected to maintain an annual
growth momentum. Although social media continues to be a growth rate of 9% or higher. In the first half of 2025 alone, Korean
driving force, particularly with the Gen Z consumers, the in- cosmetic exports to India reached US$50million, a 44.7% year-
store experience is allowing customers to interact, explore on-year increase. With the Middle East we see a surging demand
and connect directly with the brands. With K-Beauty the for colour cosmetics. As of April 2025, Korean cosmetics exports
pioneering products, unique textures and ingredients capture reached US$120million, already surpassing 40% of last year’s full
the imagination and attention of beauty enthusiasts, but the total. The region’s share of exports has expanded from 1% in 2021
results they deliver have made them stay and want more. to 4% in 2025, with K-Beauty brands consistently ranking among
the top performers on platforms such as Amazon UAE.”
From Regional Trend
to Worldwide Standard
In 2024 K-Beauty celebrated two landmark achievements,
it surpassed US$10billion in global exports plus it overtook
France to become the number one source of cosmetics imports
into the United States. What has led to this success is a mix of
factors from Indie beauty power, social media amplification
and Amazon offering a more accessible gateway to the active
support of the Korean government with export programmes.

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