Korean beauty products are sweeping the US market, accounting for 85% of Amazon sales in the US

It is learned that recently, according to foreign media reports, the sales of Korean cosmetics in the United States have increased significantly, especially on e-commerce platforms such as Amazon, with the sales growth rate far exceeding the overall market. It is reported that in the third quarter of 2024, the sales of Korean basic skin care products on Amazon increased by 122% year-on-year, far higher than the 29% increase in the overall sales of basic skin care products in the United States during the same period.

From January to October 2024, the United States imported $1.405 billion worth of cosmetics from South Korea, surpassing France to become the largest supplier.

Against the backdrop of an overall 14% growth rate in the U.S. e-commerce market, Korean cosmetics sales grew by 79%, more than five times the overall growth rate. Data shows that Korean beauty (K-beauty) products account for 85% of sales in the U.S. e-commerce market, mainly including brands such as Cosrx, Laneige, Noir and Beauty of Joseon.

At the same time, TikTok's role in promoting Korean beauty products cannot be ignored. The report shows that the "KBeauty" label on TikTok has accumulated 4.4 billion views, and many brands have gained huge exposure through TikTok. For example, since the Korean brand Anua entered the North American market in 2022, its brand content released through TikTok has received more than 2.4 billion views. And Generation Z consumers are the main consumer group of K-Beauty, and they spend $5 more on K-Beauty products than ordinary consumers.

As Korean beauty products become increasingly popular in the U.S., some non-Korean brands are also beginning to emerge. For example, the Florida-based SeoulCeuticals brand, although not directly connected to Korea, uses the word "Seoul" in its brand name and all its products, cleverly borrowing Korean cultural elements to attract consumers.

Author✎ Summer/
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