Sales of South Korean cosmetics, particularly basic beauty products, have seen a remarkable increase in the U.S. e-commerce market, according to recent data from Samsung Securities. In the third quarter of last year, sales of K-beauty products on Amazon surged by 122%, far outpacing the overall market growth of 29%. This growth rate for South Korean cosmetics was more than four times higher than that of the total U.S. cosmetics sector.
In the broader U.S. e-commerce market, including platforms beyond Amazon, South Korean beauty products saw a 79% increase in sales, a significant leap compared to the 14% overall market growth.
The surge in K-beauty sales is driven by high demand for basic cosmetics from popular brands such as Cosrx, Laneige, Noir, and Beauty of Joseon, which together account for 85% of the sector’s U.S. sales. These brands have gained a strong following among American consumers, thanks to their reputation for high-quality ingredients and effective formulations.
As K-beauty’s popularity continues to rise, international brands are also tapping into the trend. SeoulCeuticals, an American-based cosmetics company, is an example of a brand that has capitalized on the K-beauty wave. Though headquartered in Florida, SeoulCeuticals incorporates the name “Seoul” in its branding and draws inspiration from South Korean beauty culture for its product line.
This growth reflects the broader trend of global interest in South Korean beauty products, positioning them as a key player in the global cosmetics market.
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