TikTok influencer Gia Gabriela trying out Korean cosmetics. (Image courtesy of Yonhap)
SEOUL, May 6 (Korea Bizwire) — South Korea’s beauty industry continues its explosive global ascent, with overseas direct purchases of Korean cosmetics and perfumes — commonly referred to as K-beauty — nearly doubling in 2024 to approach $1 billion, according to newly released customs data.
The Korea Customs Service, in data submitted to Rep. Park Sung-hoon of the ruling People Power Party, reported that international consumers spent $973 million (approximately 1.4 trillion won) last year on K-beauty products via online marketplaces and direct-to-consumer channels.
That marks an 86% jump from 2023’s $523 million and a 17-fold increase from 2019, when the figure stood at just $55 million.
K-beauty now accounts for roughly one-third of South Korea’s total cross-border e-commerce exports, making it the top-selling category among ten major product groups. Since surpassing apparel in 2018, cosmetics have consistently held the top spot in overseas direct sales.
The domestic cosmetics sector is also showing robust momentum. Total exports reached an all-time high of $6.8 billion in 2024, and the first quarter of 2025 has already set a new record with $1.84 billion (approx. 2.58 trillion won) in sales — a 20% increase from the same period a year earlier.
Direct e-commerce exports of cosmetics during the first quarter of 2025 also surpassed 414.5 billion won.
K-beauty’s influence is particularly visible in the U.S. market. Amid recent tariff-related price concerns, Korean sunscreen emerged as one of the most hoarded items by American consumers.
The Washington Post reported that Korean sunscreens, known for their superior UV protection and lightweight texture, have become a must-buy in anticipation of price hikes — further cementing K-beauty’s cult status abroad.
Lina Jang (linajang@koreabizwire.com)
