Fri, 02 Jan 2026

Fri, 02 Jan 2026 How K-beauty went from a viral trend to an economic powerhouse

Inside the K-beauty industry that has made South Korea a major player in worldwide beauty market.

* Snail mucin-infused skincare products have become a global phenomenon, driven by social media trends and K-beauty's influence.
* South Korea has surpassed France as the world's second-largest exporter of beauty products, after the US, with exports rising 15% in the first half of 2025 to a record $5.5bn.
* The K-beauty industry is fueled by innovation, with new formulations and ingredients emerging regularly, often sparked by social media trends.
* Concerns are growing about the impact of beauty ideals on young people, including anxiety and excessive spending.
* The industry's rapid growth has led to increased competition, thin profit margins, and high rates of business failures.
* Brands face pressure to be more transparent, focusing on ingredients and product effectiveness rather than celebrity endorsements.
* China is no longer the biggest overseas buyer of K-beauty products, with Amorepacific's North America business overtaking the one in China last year.
* The US remains a key market for K-beauty exports, but President Trump's 15% tariffs on Korean imports have sparked uncertainty.
* The South Korean government has designated K-beauty a strategic national asset, promising to support manufacturing and exports.
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