K-Beauty Second Wave: Understanding the Dynamics Behind It's Success

Trends Agency

While Korea isn’t the only country in Asia bursting with innovative cosmetics, cutting-edge technologies, and captivating beauty ideals (as seen in the previous article), it has undeniably taken the lead in shaping global beauty routines—spreading its influence from nearby Japan and South Asia to Europe and the US.

A recent example of that dominance is that after the US announced a 25% tariff on Korean imports, US shoppers started stockpiling K-sunscreens. TikTok & Instagram are now packed with “Buy Before the Tariff” K-Beauty lists (according to Trendier).

In Vietnam, Korean beauty brands now represent 22% of the total cosmetics market, supported by a 122% increase in imports from Korea since 2019.

In Indonesia, 62% of Gen Z consumers (ages 15–25) use K-Beauty (Linkedin Pulse Source).

In countries like Thailand, K-beauty has not only shaped beauty ideals and democratized access to powerful ingredients and cosmetic procedures, but it has also sparked fierce competition among local brands.

Many are now creating quick-turnaround 'dupes' of trending Korean products. While skincare innovations like PDRN and toner pads have enjoyed major success, Korean makeup is an even greater source of inspiration—adapted to local preferences and sometimes even improved upon, all while maintaining a more accessible price point.

Cf Cathy Doll’s Mhee Deng Bouncy Bear Lip & Cheek Fluffy Pudding, inspired by the buzzy Korean Fwee’s Lip & Cheek Pot adding a signature bear-shaped silicone brush,for a playful local twist.

Even in Japan today, the value of Korean imports has surpassed that of French imports, showing very dynamic growth year after year. According to the latest first-quarter 2025 cosmetics import data released by the Cosmetics Importers Association of Japan (CIAJ), K-beauty took the top spot with a 32.6 percent share of Japan’s total cosmetics imports, with lip and makeup products making up the largest portion.

This wide product introduction has been achieved through collaborations with convenience stores such as Lawson and Seven-Eleven, which have fueled the huge success of affordable brands like Rom&ndsince 2023, and more recently Twinkle Pop by CLIO in 2024.

How can we explain the overwhelming success of this Korean beauty wave, when previous attempts failed to conquer the global market? (Indeed, many recent articles highlight this unprecedented boom.)

The reasons for this success are mainly linked to post-Covid effects, ranging from economic factors to accelerated digitalization:

Chinese cosmetics imports and consumption have experienced a significant slump, especially in makeup, due to the unofficial Hallyu ban as well as the rise of local “C-pride” brands. This economic slowdown pushed both the Korean government and K-beauty suppliers to seek new export markets to sustain—and even increase—critical revenues.
We have also seen massive investments in R&D facilities and manufacturing by K-beauty suppliers such as Kolmar Korea and Cosmax, aiming to expand their reach. For example, Kolmar Korea opened new plants in the U.S. to produce skincare and suncare products (FDA-approved and unaffected by recent U.S. tax legislation), while Cosmax has been actively investing in Southeast Asia.
The visibility of K-beauty suppliers has also accelerated thanks to their support for numerous indie brands, and their diversification into fields such as tech (winning awards year after year at the CES in Las Vegas) and medical/OTC products, boosting the growth of dermocosmetics brands.
To further promote K-culture and K-beauty abroad, the Ministry of Culture, Sports and Tourism invited in April 2025 over 2,800 foreign content creators from around the world to promote Korean culture through videos and articles. Only a few years ago, just 22 journalists had been invited. We have indeed seen a huge acceleration of the K-beauty spreading thanks to digital contents via TikTok, Instagram…

Finally, in today’s politically and economically unstable world, K-beauty stands out as a playful and appealing alternative to traditional brands, offering affordable yet high-quality products. With innovative textures, application methods, and finishes, these products bring both satisfaction and joy to customers worldwide—from those inspired by K-idols’ beauty standards to those simply looking for safe, reliable, and enjoyable products.

To know more about the second Wave of K Beauty and its influence worldwide, come to our conference at Makeup in New York On September 17th: https://www.makeup-in-newyork.com/en/conferences/686d03c333834c8f7f2b7020

Asia Cosme Lab is a French trend and innovation consulting agency, expert in Asian cosmetic markets:
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– Enriched by a multicultural and enthusiastic team of Asian beauty experts based in Paris.
– Offering since 2003 decoding and insights into key trends in the Asian beauty markets
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