K-beauty: a global success that inspires the industry
In 2024, South Korean cosmetics exports passed the impressive $10 billion mark, buoyed by the global cultural wave of K-pop and K-dramas.
A fast-growing cosmetics powerhouse
The South Korean beauty sector, driven by flagship brands such as Dr.Jart+, TonyMoly and Beauty of Joseon, is enjoying spectacular growth. In 2024, exports reached $10.2 billion, up +20.6% on the previous year. This success was dominated by skincare products, which alone accounted for $7.7 billion.
Fast-changing markets
China remains the leading importer of K-beauty with $2.5 billion, although its imports fell by -32.8% in one year. By contrast, the United States, the second-largest market, saw an impressive +57% surge to $1.9 billion. Japan followed with a notable increase of +29.2%.
Other regions such as Russia and the United Arab Emirates are also showing a growing interest in these products, confirming the global appeal of this innovative industry.
K-beauty inspires industry giants
Major international companies are not indifferent to this dynamic. L’Oréal, for example, recently acquired the Dr.G brand, consolidating its position in this booming market. At the same time, the group has launched the Big Bang Startup Fostering Program in collaboration with the South Korean government, designed to support local start-ups specializing in beauty technologies.
Sephora, meanwhile, has strengthened its partnership with South Korean giant Amorepacific, which owns some 30 brands, to extend its strategic presence, particularly in Europe.
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