As cosmetics exports from Korea have surged since the start of the year, there is speculation that K-beauty may set a new all-time high for exports again this year. Domestic cosmetics companies, which have grown mainly in the United States in recent years, are solidifying their footing in the North American market while also accelerating efforts to expand their market share in Europe.
According to export-import statistics from the Korea Customs Service on the 3rd, the provisional export value of cosmetics in January this year was $844.51 million (about 1.2275 trillion won), up 34.1% from a year earlier. By region, exports to Asia rose 21.2% to $455 million, North America increased 48.1% to $168 million, and Europe climbed 54.8% to $156 million.
By item, exports of basic skin care products were $428 million (about 662 billion won), up 37.4% from January last year. Other export items, including sunscreen, increased 49.3% to $299 million (about 435 billion won).
With the industry on a growth trajectory, domestic cosmetics companies are cementing their market dominance in North America while actively targeting Europe. APR saw its flagship brand "Medicube" enter the online mall and about 1,400 brick-and-mortar stores of Ulta Beauty, the largest beauty specialty retailer in the United States, last year. This year, it is in talks to enter big-box retailers such as Walmart and Costco, with plans to further expand offline touchpoints in the U.S.
Amorepacific plans to continue partnerships in the United States this year with Amazon online and Sephora offline. At the same time, it plans to broaden its product portfolio to include derma (skin science-based) cosmetics, color cosmetics, and hair care products.
LG H&H also bolstered its push into overseas markets by creating the "Neo-Beauty institutional sector" in a restructuring last December to operate "Dr. Groot," a hair loss and scalp care brand, and "Usmile," an oral care brand, as core brands. Dr. Groot recorded an 800% year-over-year increase in North American sales in the first half of last year.
CJ Olive Young plans to introduce a "K-beauty zone" in Sephora's offline stores this year. Under the model, Olive Young curates brands and decides product and shelf composition and brand marketing direction, while Sephora provides store space and handles local distribution and sales. In addition, Olive Young will open its first local store in Pasadena, California, in May and plans multiple openings in the Los Angeles area within the year.
K-beauty companies are also ramping up efforts to crack the European market. Amorepacific's luxury brand "Sulwhasoo" officially launched on the U.K. online beauty platform "Cult Beauty" last month. Cult Beauty is a U.K. beauty select shop that carefully curates premium cosmetics. Amorepacific selected Cult Beauty as its first partner to strengthen touchpoints with local customers and, based on this, plans to expand the brand across Europe.
Shinsegae International's "AMUSE" also recently entered 30 stores of "Superdrug," a major retail chain operating more than 800 stores in the United Kingdom. AMUSE plans to open a standalone pop-up store (temporary store) in a French department store in the first half of this year and is pursuing entry into official stores across Paris.
Olive Young is preparing to enter the European market through a partnership with Gabona, a Polish cosmetics distribution company. It will place three in-house brands—"BIO HEAL BOH," "BRING GREEN," and "colorgram"—in Polish distribution channels and plans to expand into other European countries over time.
According to the Ministery of Food and Drug Safety, K-beauty exports last year reached a record high of $11.431 billion (about 16.62 trillion won), up 12.3% from the previous year. The number of export destinations also increased by 30 countries in one year, from 172 in 2024 to 202 in 2025.
An official in the cosmetics industry said, "As channel expansion in the United States and brand establishment in Europe proceed simultaneously, the export momentum is continuing," and noted, "If the current trend holds, there is a strong chance that this year will also set a new record for exports."