The Rise of K-Beauty, the Power of Strategic Assets Proven by Global Export Ranking
With 'glass skin' and 'snail slime,' Korean cosmetics, which have captivated the world, are no longer just a trend; they are becoming a driving force for economic growth. Ranking as the second-largest exporter to the US, K-Beauty is positioning itself as a crucial engine of our economy. Fast development that fully incorporates end-user insights and trend dissemination through social media are definite competitive advantages unique to K-Beauty.
Breakthrough in the US Market: Significant Change Surpassing France
Recently, the Korean cosmetics industry achieved exceptional results in the US market. As of the first half of 2025, it has overtaken France to become the second-largest cosmetics importer in the US. This is not merely an increase in volume but data proving that K-Beauty's influence has reached a mature stage.
"K-Beauty, which dominated global social media with unique ingredients and innovative formulations like snail slime serum and rice water skin, has now grown into a core pillar of South Korea's economy, beyond just a trend."
Keywords like 'Glass Skin' and '10-step routine' have spread predominantly through TikTok and Instagram, recording hundreds of millions of views, with independent brands like CosRX successfully establishing a foothold in the world's largest market through viral marketing.
As a result, CosRX has been incorporated as a key subsidiary of AmorePacific, further solidifying the K-Beauty growth chain.
Fastest Beauty Development Speed in the World, the Magic of 6 Months
Another strength of the Korean cosmetics industry is 'speed.' Western brands typically take 1 to 3 years from planning to launch, but K-Beauty releases new products within just 6 months. This is supported by a well-established ODM ecosystem.
Manufacturers like Cosmax and Kolmar Korea provide research and production infrastructure to approximately 30,000 brands, significantly reducing the time from idea conception to market launch, allowing immediate consumer feedback response.
"While Western brands take 1-3 years from product concept to launch, Korea introduces new products to the market in just 6 months."
The government is actively supporting this effort. K-Beauty has been officially designated as a 'strategic national asset,' strengthening institutional foundations across the industry with an annual export target of $10 billion.
Breaking Away from Reliance on China, Targeting the US and European Markets
The Chinese market, once the largest demand for Korean cosmetics, has become an unstable region for growth. Rapid growth of Chinese brands and the Guochao trend led to a decline in sales for Korean brands, necessitating market diversification.
In response, AmorePacific is strategically strengthening its presence in the North American market, surpassing sales in China for the first time. Olive Young, a major distribution channel, is also preparing to launch its first offline store in the US.
However, there are variables in the US market as well. The potential imposition of a 15% tariff on imports, as discussed during the Trump administration, poses a challenge to export strategies. Some brands are already reflecting tariffs on US online orders and considering overall price increases.
Curtain Falls on 8800 Brands, Growing Pains of Transitional Phase
The remarkable growth also comes with sacrifices and restructuring. In recent years, about 8,800 brands have exited the market. The main reason is the lack of a long-term brand identity despite quick market entry, ultimately reducing survival rates.
"While the infrastructure for quick brand establishment is excellent, philosophy and uniqueness are essential for long-term success."
Launching new products in line with rapidly changing consumer needs is important, but insufficient storytelling and sustainability ultimately limit brand growth. Beauty is not just an industry of selling products, but a communication of philosophy and emotion.
`` is contributing by providing practical and innovative products so that K-Beauty can continue to grow in the global cosmetics market. The technological prowess and uniqueness of Korean cosmetics will continue to play a major role on the world stage.
