Hey skincare fam  K-beauty isn’t just a moment. It’s everywhere right now. Let’s break down where Korean beauty is growing like crazy and why the world can’t get enough 👇

United States – The Fastest Growing Market

Okay, let’s start with the biggest glow-up : the U.S. In 2024 alone, Korean beauty imports to the U.S. skyrocketed to $1.7–1.9 billion, which is a massive 54–57% jump from the previous year.

For the first time ever, Amorepacific’s sales in North America overtook China that’s huge. Brands like LANEIGE, Sulwhasoo, Innisfree, and COSRX are everywhere from Sephora to TikTok, and customers are totally obsessed.

U.S. consumers are embracing gentle, effective skincare backed by science but wrapped in cute packaging the perfect K-beauty combo.

China – Still Huge, But Volatile

China is still the largest single market for Korean beauty, with $2.49 billion in imports in 2024.

But and this is important growth there has been very uneven. Big companies like Amorepacific actually saw a 27% sales drop in China, mostly because of restructuring and retail overhauls.
There’s still strong demand, but brands need to navigate a tricky landscape.

🌴 Southeast Asia – Explosive Growth

Southeast Asia is where things are moving fast. Let’s talk numbers

Indonesia : Korean beauty exports grew +69% in just one year.

Vietnam : From 2019 to 2023, exports more than doubled (+122%).

Malaysia & the Philippines : Forecasts predict steady double-digit growth all the way to 2028.

These markets love gentle, climate-friendly skincare and K-beauty delivers that and the viral packaging.

Japan – Steady & Strong

Japan isn’t flashy about it but K-beauty is a trusted staple here.

As of 2024, 28.8% of Japan’s imported cosmetics are Korean, making it the #1 source for the third year in a row.

There’s even buzz that in 2025, Korean imports will overtake French brands in Japan. That’s major.
Japanese consumers appreciate quality and consistency, and K-beauty ticks those boxes with ease.

India – The Next Big Market

India is seriously heating up. In 2023, India’s K-beauty market was worth $410 million, and by 2032 it’s expected to hit $960 million that’s a ~10% annual growth rate.

Top platforms like Nykaa have doubled their profits by bringing in more premium Korean lines like AESTURA and even Chanel.

The appetite for skincare is growing, especially among younger Indian consumers looking for gentle yet effective options.

Middle East (UAE & Saudi Arabia) – The Rising Stars

Don’t sleep on the Gulf region. In 2024, K-beauty exports to the UAE jumped +91% almost doubling.
Places like Dubai and Riyadh are expanding luxury beauty retail, and Korean skincare is being positioned as a premium, aspirational category.

It’s a mix of function, glow, and luxury appeal that’s catching on fast.

Western Europe – Quiet Momentum

K-beauty isn’t going viral in Western Europe but don’t let that fool you. Major companies like Amorepacific saw strong double-digit growth in “Western” regions in 2024.

The category is being quietly adopted in the UK, France, Germany, and more especially by younger consumers who crave clean, cruelty-free, ingredient-focused skincare.

Korean Beauty Is Everywhere

Let’s zoom out South Korea’s total cosmetic exports hit $10.2 billion in 2024, a new record. The momentum hasn’t slowed in fact, 2025 is seeing continued double-digit growth. South Korea is now the 3rd biggest exporter of cosmetics globally, behind only France and the U.S.