In addition, K-beauty 2.0 features strong retail presence both online and offline, global recognition via social media platforms like TikTok, simplified routines, a focus on hero ingredients, and greater diversity in skin tone options.
This is a significant shift from K-beauty’s first wave, which focused on niche multi-step skin care rituals, sales via e-commerce or select retail outlets, and relatively youthful and fun brand images.
The evolution corresponds to the current economy, where consumers are more discerning and seeking better product performance for the same cost.
These insights were published by Euromonitor International in its report titled Glass Skin & Global Wins: The Rise of K-Beauty.
“K-beauty 2.0 represents a pivotal shift in the global beauty market. Distributors have a clear opportunity to capitalise on growing consumer demand, while established brands face mounting pressure in mid-price segments where K-beauty excels at combining quality, value, and social media marketing,” said Yang Hu, Asia-Pacific health and beauty insight manager at Euromonitor.
Soft power of cultural influence
With K-pop groups like Blackpink dominating global charts and Korean-themed content such as KPop Demon Hunters becoming Netflix’s most-watched film in history, consumers around the world are increasingly engaging with Korean culture.
K-beauty offers a tangible way to participate in this cultural movement, with consumer interest now rooted in cultural affinity rather than trend cycles, suggesting long-term growth and potential expansion into adjacent categories.
“K-beauty has already established advantages through its innovative formats and proven benefits. To build lasting trust, the next step involves advancing technology and high-quality ingredients,” the report stated.
For instance, South Korea’s reputation as a pioneer and leader in aesthetic treatments is fuelling the next wave of innovation in K-beauty.
Ingredients once restricted to clinical settings, such as PDRN and exosomes, are increasingly incorporated into skin care products, creating new opportunities for premium K-beauty brands.
At the same time, the “skinification” trend in hair care is expected to drive brands deeper into this segment, with scalp health emerging as a significant area for growth.
Additionally, South Korean beauty devices and supplements are projected to see increased expansion in the global market. This is evidenced by the recognition of major companies, such as Amorepacific and LG Household & Health Care (LG H&H), at CES 2026.
How industry players can respond
The persistent demand for K-beauty products among global consumers presents both opportunities and challenges for players in the beauty market.
Euromonitor said that it is an ideal time for local distributors to expand their K-beauty offerings to attract a broader audience. Partnering with Korean cosmetic brands to create private label products could also be an effective strategy to leverage their popularity.
On the other hand, for brands, particularly those in the mid-range segment for skin care and sun care, it is increasingly competitive in terms of pricing, product quality, and digital marketing on social media platforms.
“Established brands need to closely monitor product innovations and new marketing approaches, while understanding the shifting consumer journey driving K-beauty’s rise.”
US overtakes China
Global K-beauty sales recorded another strong year in 2025, with online sales already achieving 86% of 2024’s total within the first three quarters (as of November 2025).
Notably, K-beauty has performed especially well in the west. The US accounts for 51% of global K-beauty online sales — up from 18% in 2022 and overtaking China as the largest market — while the figure rose from 3% to 11% in Europe during the same period.
Skin health philosophy is said to be the primary driver of K-beauty’s development in the US, closely tied to efficacy and affordability. Strong growth in e-commerce channels, such as Amazon, is expected to pressure wider retailers to strengthen their assortments.
In Europe, the UK and Germany are top markets. The UK, in particular, is set for another solid year of K-beauty growth as more major retailers, including Boots and Space NK, begin to strategically expand their K-beauty product ranges.
Between 2022 and 2025, China’s share dropped from 69% to 23%. According to Euromonitor, this decline is due to local C-beauty competition and reduced interest in Korean brands.
The report also highlighted the potential of K-beauty in Australia.
“While the presence of K-beauty in colour cosmetics remains limited, it is gradually increasing. Given that Australia continues to be an offline-first market, with 87% of beauty and personal care sales taking place offline in 2024, the next key step for K-beauty is to expand its offline presence to enhance accessibility for a broader range of consumers.”
In terms of categories, skin care and sun care are growing fast, but the take-up rate of colour cosmetics is slower due to differing makeup routines and beauty standards, especially in regions outside of East Asia.
These data from Euromonitor’s E-Commerce system are based on selected online retailers in 15 countries, namely Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, Netherland, Japan, Poland, Spain, the UK, and US.
