South Korea became the top cosmetics exporter to the United States last year, surpassing France for the first time, as the global appetite for Korean beauty products continues to grow.
Bloomberg reported on March 31 that South Korea exported $1.701 billion worth of cosmetics to the U.S. in 2024, citing data from the U.S. International Trade Commission. K-beauty exports exceeded that of France, which stood at $1.263 billion.
Analysts attribute K-beauty’s success to the broader Korean Wave, or “Hallyu.” As K-pop and K-dramas gain traction worldwide, beauty brands have capitalized on the momentum through savvy marketing campaigns, celebrity endorsements, and product placements. These brands introduced a wide range of products, from stick balms to LED face masks, tailored to American consumers increasingly looking for innovative skincare solutions.
Korea’s Ministry of Food and Drug Safety revealed that the country’s total cosmetics exports hit a record high of $10.2 billion last year, up 20.6% from 2023.
The U.S. sales surge comes as Korean beauty brands face headwinds in China, once their largest market. Companies have pivoted to North America in response to sluggish Chinese demand, using platforms like TikTok and Reddit to drive online sales and forging partnerships with retailers such as Costco and Amazon to expand their presence.
Kolmar Korea, a Korean cosmetics contract manufacturer, is preparing to open a second production facility in the U.S. to meet growing demand. Olive Young, Korea’s largest beauty chain, plans to open its first American store this year. The retailer saw a 140% year-on-year jump in sales to foreign tourists in Korea last year.
