K-beauty exports hit a record — where is the growth coming from?
Korean cosmetics exports reached a record of roughly USD 10 billion in 2024, according to Korean government announcements. The mix has shifted a lot over the past few years.
- China is still a major market but no longer the whole story.
- The US has grown fast, driven by Amazon, TikTok Shop and sunscreen/skincare hits.
- Japan loves Korean makeup and skincare via Qoo10 and drugstores.
- Southeast Asia, the Middle East and Europe are the markets many brands name as “next”.
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The headline is less “China got replaced” and more “K-beauty found more doors in.” The US looks like the biggest growth engine for many brands: Amazon and social commerce can turn a hero product into broad awareness quickly, though that also makes demand and rankings volatile. Japan is a different kind of opportunity—strong drugstore and Qoo10 discovery, with makeup shades, textures and packaging that fit local preferences. China still matters, but brands have more reason to diversify their channel and market risk.
The next test is whether exports turn into repeat purchases, not just launch-week buzz. That depends on local distribution, credible claims and documentation, stable supply, and products priced for the market—not simply shipping a viral serum abroad. “Southeast Asia” also isn’t one audience; climate, shopping platforms and price expectations vary a lot by country. The roughly USD 10B figure is a useful headline, but I’d want to see category- and destination-level data before calling any one region the clear winner.
Could you explain from a regulatory perspective why Korean sunscreens are getting so much attention in the U.S. market?
Regulatory differences are a major part of the picture. In the U.S., sunscreens are treated not as ordinary cosmetics but as FDA OTC drugs, so they must comply with the list of permitted sunscreen active ingredients and product registration and labeling requirements. Some organic UV filters commonly used in Korea are not included in the existing U.S. approval framework, so it can be difficult to sell Korean products in the U.S. unchanged. Using new ingredients in the U.S. can also involve a greater burden of data and review.
That’s why Korean sunscreens’ lightweight feel and low-white-cast formulas attract interest, but whether a product U.S. consumers find online meets local requirements needs to be checked separately. Having SPF and PA labeling in Korea alone does not mean it meets U.S. OTC requirements. Brands considering exports or sales should check the FDA’s latest monograph and labeling requirements and consult with regulatory experts. Regulations can change, so the FDA’s official guidance is the standard.