K-Beauty Brands Soar in Popularity for U.S. Skincare

Skincare products imported from South Korea are riding a wave of less-is-more among U.S. beauty consumers, who are increasingly trading fillers and surgery for innovative skincare products and treatments. 

Why are K-beauty brands so popular? 

It’s a perfect storm for Korean skincare and cosmetics to be gaining a foothold in the U.S. In the anti-aging-obsessed U.S., an appetite for fresh, new ingredients in products and treatments is growing.  A new spike in Korean imports of K-pop films, music, and celebrities has spread to include health and beauty products, and many K-beauty brands are going social-media big.

K-beauty brands are growing their retail presence in the U.S., including Beauty of Joseon, which took Los Angeles by storm in November 2024 with its first-ever pop-up store. Finally, they’re everywhere: K-beauty brands are increasingly available — and affordable — on sites like Amazon and Tiktok shops.

Which K-brands products are Americans wild for?

Sunscreens

Beauty of Joseon (BOJ) is taking skin protection to a whole new level by mixing powerful UV filters with new ingredient and textures not seen state-side. Pending FDA approval of more Asia-approved sunscreen filters, expect growth in BOJ’s sunscreen technology and availability.

Serums as Overnight Masks

Brands like BioDance are going viral on TikTok with serums-turned-overnight-masks. Experts say it’s becoming a widely known secret for waking up skin without harsh exfoliants — or the pricier investment of a good facial.

Mirror Skin

“Glass skin” is so last year. K-beauty brands are taking it up several notches with multi-functional “mirror skin” products that reflect, like K-brand Anua’s popular toner pads that pair uber-hydration with exfoliation.

Natural Exfoliators

A needle-like component called a spicule is being used in more K-beauty brands. Spicules come from sea sponges and help to exfoliate while allow other ingredients to penetrate deeper. You’ll find them in products like Sungboon Editor’s Collagen Boosting White Spicule Cream.

Salmon-Sperm Facials

Skin-obsessed Kim Kardashian swears by the salmon-sperm facial, which is a DNA extract from salmon sperm that adds radiance with no downtime. (Kardashian told the New York Times in jest, “If you told me that I literally had to eat poop every single day and I would look younger, I might.”) The salmon-sperm facial is marketed under several brand names. 

How long will the K-beauty brand trend last? 

The popularity of Korean skincare and cosmetics won’t wane anytime soon. While K-beauty brands first made a splash in the U.S. 10 years ago, the market is expected to triple between 2022 and 2032 to almost $10 billion — overtaking well-known French imports like Chanel and Lancôme and making Korea the top importer of beauty products in the U.S. Plus, age isn’t a determining factor for K-beauty audiences like it is with so many popular skincare lines. Beauty experts say K-beauty brands span demographics from teens to senior citizens, and they appeal to a wide range of skin tones.