Korean cosmetics exports have surged since the start of the year, raising the possibility that K-beauty will set a new all-time export record again this year. Domestic cosmetics companies that have grown in recent years, centered on the United States, are shoring up their footing in the North American market while also accelerating their push to expand market share in Europe.
According to Korea Customs Service import and export statistics on the 3rd, the provisional cosmetics export value in January 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 cosmetics reached $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 track, Korean cosmetics companies are consolidating their dominance in North America while actively targeting Europe. APR said its flagship brand "Medicube" entered the online mall and about 1,400 offline stores of Ulta Beauty, the largest U.S. beauty specialty retailer, last year. This year, the company is in talks to enter big-box retailers such as Walmart and Costco, with plans to further expand offline touchpoints in the United States.
Amorepacific plans to continue partnerships in the United States this year with Amazon online and Sephora offline. At the same time, it aims to broaden its product portfolio to derma (dermatology-based) cosmetics, color cosmetics, and hair care products.
LG H&H also strengthened its overseas push by creating the Neo Beauty business division through a reorganization in Dec., establishing it to operate "Dr. Groot," a hair-loss and scalp-care brand, and "Yusimol," an oral care brand, as core brands. Dr. Groot posted 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" at Sephora's offline stores this year. Under the arrangement, Olive Young will curate brands and decide product and display composition and brand marketing direction, while Sephora will provide store space and handle local distribution and sales. Olive Young also plans to open its first local store in Pasadena, California, in May and to add multiple locations in the Los Angeles area within the year.
K-beauty companies are also stepping up their push into Europe. 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 curates and features premium cosmetics. Amorepacific selected Cult Beauty as its first partner to strengthen touchpoints with local customers and, based on that, 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 U.K. AMUSE plans to open a standalone pop-up store (temporary store) at a French department store in the first half of this year and is also pursuing entry into permanent stores across Paris.
Olive Young is preparing to enter the European market through a partnership with Babona, a Polish cosmetics distribution company. It will launch three in-house brands—"Bioheal BO," "Bring Green," and "colorgram"—on Polish distribution channels and plans to expand into other European countries afterward.
According to the Ministery of Food and Drug Safety, last year's K-beauty exports hit 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 in one year, from 172 countries in 2024 to 202 in 2025.
A cosmetics industry official said, "As channel expansion in the United States and brand establishment in Europe proceed in parallel, export momentum is continuing," adding, "If the current trend holds, there is a strong possibility of setting another all-time high for exports this year."