Korean beauty—or “K-beauty”—is more than just sheet masks and snail creams. It’s a multi-billion-dollar global industry built on innovative ingredients, elaborate skincare routines and social media buzz. South Korea exported more than $7 billion in cosmetics in 2023, with the United States ranking among its largest markets. From TikTok trends to specialty retailers, K-beauty has become a mainstay of the global beauty conversation.
Cleansed, toned and tariffed: What’s happening to K-beauty in the US?
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