Sales of Korean cosmetic products are creating a retail race in the United States as social media pushes the products to a new, Western audience.
Sales of these cosmetic and skin care products, commonly known as k-beauty, have skyrocketed in the States as platforms like TikTok popularise them.
New research found that k-beauty sales are forecast for a 37% increase this year, compared to 2024, to the tune of over US$2 billion.
Social media has been the driving force behind this explosive popularity, as influencers, celebrities and fashion mastheads discuss or market their latest favourite Korean sheet mask and cushion foundation.
While 70% of k-beauty transactions happen online, brick-and-mortar shops are determined to get a piece of the pie as well, with traditional retailers in the U.S. fighting to catch up.
In July of this year, Ulta Beauty launched K-Beauty World, and reported a 38% increase in Korean skin care sales for Q1.
Other big name brands that aren't solely dedicated to cosmetics and skin care are hopping on the k-beauty train too, with Costco stocking a massive 52 k-beauty brands in it's stores.
This boom is being helped along by the recent easing of trade tensions between Seoul and Washington.
In October, during a visit for the Asia Pacific forum, President Donald Trump and his South Korean counterpart President Lee Jae Myung confirmed they had reached a deal for lower tariffs.
The initial 25% tariff announced back in April was negotiated down to 15%.
