K-beauty exports hit record $11.4 billion as US and European retail presence expands

Exports reach a new high

South Korean cosmetics exports reached a record $11.4 billion in 2025, an increase of 11.8% from 2024, according to South Korea’s Ministry of Food and Drug Safety. The result made South Korea the world’s second-largest cosmetics exporter, behind France at $24.3 billion and ahead of the United States at $10.8 billion.

The industry also widened its geographic reach. Korean cosmetics were exported to 202 countries in 2025, up from 172 in 2024. Skincare products accounted for $8.54 billion of exports, compared with $1.51 billion for makeup and $590 million for facial and body cleansers.

US sales move into mass retail

In the United States, K-beauty sales reached $2.8 billion in early 2026, approximately 48% higher year on year, according to NielsenIQ data cited by CNBC. Household penetration rose to 28.7% during the latest 12-month period. Morgan Stanley analyst Simeon Gutman estimated that US sales could approach $4 billion during 2026.

Physical retail is becoming more important alongside social media and e-commerce. Olive Young’s first US store opened in Pasadena, California, in late May and attracted about 6,000 customers during its opening weekend. Average daily traffic subsequently exceeded 1,600 visitors. The South Korean retailer later opened a second location in Century City and plans further US expansion.

Sephora and Olive Young also announced a strategic partnership in January 2026. Dedicated areas featuring products selected by Olive Young will launch through Sephora’s stores and online channels in the United States, Canada, Hong Kong, Singapore, Malaysia and Thailand in autumn 2026. Expansion to the Middle East, the United Kingdom and Australia is planned for 2027. Sephora operates about 3,400 points of sale in 35 countries and has more than 80 million loyalty-program members, while Olive Young runs over 1,390 stores in South Korea.

European imports concentrate on skincare and makeup

European Union imports from South Korea in the broad customs category covering essential oils, perfumes, cosmetics and personal-care products reached $1.27 billion in 2025, according to UN Comtrade. Makeup and skincare represented about $1.20 billion of that total.

Outside the EU, the United Kingdom imported $312.89 million in the same category, including $287.95 million of makeup and skincare. Poland recorded $309.78 million in total imports, of which $304.09 million came from those core products. Germany imported $188.97 million, including $176.66 million of makeup and skincare, while Spain recorded $67.72 million and $62.02 million respectively.

Distribution data require careful interpretation

Greece imported $11.28 million of products in the broad category from South Korea in 2025, with makeup and skincare accounting for $11.10 million. Hair-product imports were $105,120, while shaving products, deodorants and depilatories reached $78,080.

These figures are customs values rather than retail sales and do not always identify the final market of consumption, because goods entering through one country may be redistributed elsewhere. Even so, the dominance of skincare and makeup, the rise from 172 to 202 export destinations and access to Sephora’s international network show that Korean suppliers are building a broader distribution base beyond online specialist channels.