Korean cosmetics brands are witnessing unprecedented growth in the U.S. market, with their sales on Amazon climbing at rates that dwarf overall industry performance. Sales of Korean skincare products on the e-commerce platform jumped 122% year-over-year in the third quarter of 2023, compared to a 29% increase in the broader cosmetics category, according to Samsung Securities.
The trend extends beyond Amazon, with Korean beauty products achieving 79% growth across all U.S. e-commerce channels, significantly outperforming the market’s overall 14% expansion. Basic skincare items from brands like Cosrx, Laneige, Noir, and Beauty of Joseon account for 85% of Korean beauty sales in the American market.
The rapid growth underscores a shift in American consumer preferences toward Korean skincare routines and formulations, potentially challenging established Western beauty brands’ market dominance. Industry analysts note this trend could reshape the competitive landscape of the U.S. cosmetics market.
