Now is the right time for K-beauty to advance to US market: report

K-beauty is projected to maintain steady growth in the U.S., the world's largest beauty market.

According to the “2025 Overseas Beauty Market Trends Online Survey” released on Friday by the Korea Cosmetic Industry Institute, Korean cosmetics were evaluated as a “high-growth potential industry that still has time to enter” the U.S. market over the next five years.

The report, based on an online survey of 1,000 female consumers aged 10 to 40 residing across the United States, comprehensively analyzed skin types/concerns, cosmetic usage patterns, product purchase channels, ingredient preferences, and trend awareness. Encouraged by this, the institute said, “Beyond simple entry, localized product development and marketing tailored to consumer characteristics are necessary.”

The report also noted that localization strategies are crucial in mitigating regulatory and tariff burdens. It predicted, for instance, that the completion of Kolmar Korea's second U.S. factory will positively impact the competitiveness of suncare products from K-beauty brands such as Beauty of Joseon and d'Alba.

K-beauty has moved beyond its initial “value-for-money” image and is now entering a phase of elevating its status as a premium brand, according to the report. It explained that as brand recognition and fan bases expand, the potential for price increases grows, with some companies already rebranding to prevent “price clashes” between online and offline markets.

The U.S. market is characterized by rapid consumer response and trend sensitivity, the report said, noting that this “can become a long-term asset when combined with K-beauty’s image as a trend leader.”

Furthermore, the report forecast that overseas brands utilizing Korean OEM/ODM services are achieving success by emphasizing their K-beauty identity, which should strengthen the position of Korean companies.

“Now is the optimal time to enter the U.S. market,” an institute official said, adding that the focus should shift from “whom to sell to” to “what to sell.”

Ultimately, for K-beauty to sustain growth in the U.S., the report concludes that a combination of meticulously tailored products based on detailed consumer data, a premium strategy, and localized production and distribution systems is essential.

This article is a collaboration between Korea Biomedical Review and Beautynury, a Korean cosmetics industry news outlet (beautynury.com).  -- Ed.