Korean beauty, better known by its abbreviated moniker K-beauty, has quickly become an international economic juggernaut. Over the last few years, K-beauty products have taken the world by storm. They now dominate the facial skincare landscape in the US and beyond. Amorepacific, a major player in the beauty industry, has seen record high growth. In fact, their North American operations last year outperformed China. This trend reflects the fact that consumers are more attracted to Korean skincare than ever before. Social media influencers on platforms such as TikTok, Instagram, and YouTube are behind this major change in preferences.
Sales for Amorepacific have been nothing short of astounding in 2024, racking up around $6.2 billion in product sales. In part, this success is a result of South Korea’s beauty export juggernaut. In the first 6 months of 2025, exports were up an incredible 15%, reaching an all-time high of $5.5 billion. The South Korean government has declared K-beauty a strategic national asset, promising backing for manufacturing and export efforts.
The U.S. is currently the most important market for Korean skincare goods. Indeed, among foreign countries, it imports more beauty products from South Korea than any other market. Amorepacific’s wide-ranging brand portfolio, including luxury brands such as Sulwhasoo to trend-driven Perry Ella and mass market brands like Laneige reaches premium to budget consumer needs.
In 2024, the domestic South Korean beauty market was valued at a record $13 billion. So far, Amorepacific has absolutely dominated, gaining 43% of the beauty market share. Meanwhile, other South Korean brands are reaping similarly remarkable results. Take, for instance, CosRX, which achieved global success when one of its products went viral.
Amorepacific continues to evaluate price adjustments on a case-by-case basis, collaborating closely with retail partners such as Sephora and Walmart. This strategic move highlights the company’s dedication to staying competitive with price while reacting to a changing market landscape.
Mia Chen, beauty enthusiast and consumer advocate, highlights the impact of an evolving consumer mindset.
“We’re not just buying from the big brands now. We’re actually talking about ingredients, where it’s sourced, what it does,” – Mia Chen.
This trend is indicative of increasing consumer demand for transparency when it comes to where ingredients come from and how well they work. According to Chen, these days customers are drawn to options made with naturally-sourced products.
“A lot of Korean skincare derives from natural ingredients, and we all want that on our skin without side effects.” – Mia Chen.
This commitment to high-quality, effective ingredients is at the heart of K-beauty’s allure. Liah Yoo, founder of Krave Beauty, underscores the value of communicating a clear brand identity in an oversaturated marketplace.
“It comes down to your brand ethos, your identity, and how different your products are from anything else on the market.” – Liah Yoo.
Besides the ingredient and brand flush out there, we can’t overstate the impact of social media. Kim Seung-hwan, Amorepacific’s chief executive, recognises this double-edged sword of social media marketing.
“We are fully aware that excessive use or misuse of social media can lead to backlash,” – Kim Seung-hwan.
As K-beauty expands outward from Korea, it’s companies like Cosmax that are spreading the tentacles of innovation into R&D and product development. Cosmax manufactures products for approximately 4,500 brands across South Korea and other regions, ensuring a steady supply of diverse options for consumers. This broad network vastly increases the agility of brands to pivot in new directions aligning with consumer preference and trend.
We were pleased to hear Mr. Kim from Amorepacific speak about the lessons learned through close collaboration with independent brands such as CosRX.
“Through the founder and the CosRX team, we were able to learn their approach to formula innovation and how to respond more quickly to consumer needs.” – Mr. Kim.
He went on to elaborate how these lessons learned were incorporated into Amorepacific’s greater organizational strategies.
“These lessons have since been integrated into our wider organisation.” – Mr. Kim.
As K-beauty keeps changing and innovating with the fast-moving global market landscape, its future appears bright. The strategic focus on natural ingredients, transparency in sourcing, and effective use of social media positions Korean skincare brands favorably against competitors worldwide.
This regional diversity offers exciting opportunities for K-beauty brands to adapt their product and marketing strategies to the unique regional characteristics.
“In countries like Japan, Korea and China, there is more interest in things like flawless skin. In Europe fragrance is the main category, and in the US make-up is more popular,” – Mr. Kim.
This regional diversity presents opportunities for K-beauty brands to tailor their products and marketing strategies accordingly.