Korean K-beauty is rapidly taking over the core of the U.S. beauty market. The era has arrived where the White House spokesperson purchases Korean skincare products, American celebrities reveal their K-beauty routines, and EPL player Lingard picks up his 'favorite items' at Olive Young. These scenes illustrate how swiftly the demand for K-beauty is spreading across the United States.

On the 27th (local time), CNBC reported that as the number of consumers seeking K-beauty products at U.S. cosmetic specialty stores noticeably increases, the displays are being reorganized around Korean brands. It was noted that it has become common for Gen Z consumers, who saw products on TikTok, to ask "Where is this?" while holding their parents' phones. This confirms that the structure where TikTok trends lead directly to purchases is firmly established.

Market research firm NielsenIQ predicts that U.S. K-beauty sales will surpass USD 2 billion (approximately KRW 2.9 trillion) by 2025. This figure represents an increase of over 37% compared to the previous year. Korea has already surpassed France to become the largest cosmetics importer to the United States. It is analyzed that K-beauty, once called the 'taste of enthusiasts,' has expanded into the mainstream market through TikTok virality. CNBC reported that "the aggressive expansion of Ulta, Sephora, Walmart, and Costco is further fueling the K-beauty boom."

● Why Major Retailers Are Competing to Expand K-Beauty



The largest beauty chain in the U.S., Ulta Beauty, established 'K-Beauty World' in July, based on its 1,400 stores nationwide. Ulta exclusively handles Mediheal beauty devices in the U.S. and reported a 38% increase in Korean skincare sales in the first quarter of this year.

Sephora is also actively organizing Korean brands such as Beauty of Joseon, Dr. Jart+, and Laneige. Its flagship store in New York's Times Square even has a wall dedicated to Korean products. Hanyul and S2 are set to launch exclusively at Sephora in the U.S. Major retailers like Costco and Walmart are also joining the competition by expanding their essence, serum, and sheet mask product lines.

● The USD 2 Billion 'TikTok Fever'... Gen Z as the Core Consumer Base

The biggest driver behind the growth of K-beauty in the U.S. is TikTok. According to Personal Care Insight, about 75% of U.S. K-beauty consumers are Gen Z and Millennials, and they obtain most of their product information from TikTok.

Data firm Spate analyzed that hashtags like 'K-beauty' and 'Korean skincare' are viewed approximately 250 million times per week on average. Products that gain popularity on social media sell out quickly in stores, indicating an immediate response. The characteristics of K-beauty, such as gentle ingredients, reasonable prices, and innovative formulations, align with the preferences of American consumers.

● The Focus of K-Beauty Remains Skincare... "Innovation Speed Has Accelerated"



The core of the U.S. K-beauty market remains facial skincare, with haircare recently identified as the fastest-growing sector.

Trends originating from social media, such as 'glass skin' and 'snail mucin,' have created significant impact. COSRX's snail mucin product became a global hit, and Amorepacific acquired it for approximately USD 700 million, marking a representative success story.

Recently, new materials based on biotechnology, such as DNA components (PDRN) extracted from salmon and trout, are being highlighted as the next growth drivers. The Korean market is quick to launch new products, with AI-based formulas and biotech technologies already being actively introduced. The industry evaluates this innovation as the driving force behind the continuous expansion of K-beauty.

● "The Entire U.S. Beauty Market Grows in Single Digits... K-Beauty Alone Experiences Explosive Growth"

NielsenIQ's Vice President Therese Ann D'Ambrosio told CNBC, "The growth of K-beauty is astonishing," adding that "while the entire U.S. beauty market remains in single-digit growth, K-beauty operates on a completely different gear." Despite supply chain instability due to trade conflicts, "demand is stronger than the tariff risks," she explained.

Meanwhile, Olive Young, a leading brand of Korean health and beauty (H&B) stores, plans to open its first store in Los Angeles, USA, next May, accelerating its local market expansion. Janet Kim, Vice President of Korean skincare brand Neogen, also emphasized, "There are no plans to slow down. On the contrary, market entry opportunities are increasing."

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