K-Beauty’s TikTok Momentum Sparks A U.S. Retail Sprint

On a recent Saturday at an Ulta Beauty in midtown Manhattan, Denise McCarthy, a mother in her 40s, browsed a display of pastel bottles and compacts while responding to a TikTok sent by her 15‑year‑old daughter. “My kids text me the TikToks,” she told CNBC as she selected Korean lip tints and sunscreens for Christmas stockings, adding, “I don’t even know what half of this does. I just buy the ones they send me.” Nearby, college students compared swatches of Korean cushion foundations, a father asked whether a viral Korean sunscreen was the one featured in “get ready with me” videos, and a rack of Korean sheet‑mask mini‑packs sat nearly bare.

Once confined to niche enthusiasts, Korean cosmetics—commonly called K‑beauty—have entered the U.S. mainstream, driven by TikTok virality, a younger and more diverse consumer base, and aggressive retail expansion by chains such as Ulta, Sephora, Walmart and Costco. NielsenIQ projects U.S. K‑beauty sales will top $2 billion in 2025, a rise of more than 37% year over year that far outstrips the broader beauty market’s single‑digit growth.

Industry participants report that momentum remains robust despite trade‑related supply‑chain pressures. “We have no plans of slowing down and see more opportunities to penetrate the market,” said Janet Kim, vice president at Neogen. South Korea shipped a record $5.5 billion in cosmetics in the first half of 2025, up nearly 15% year on year, and has become the largest exporter of cosmetics to the U.S., surpassing France, according to South Korean government data.

Therese‑Ann D’Ambrosia, vice president of beauty and personal care at NielsenIQ, described the expansion as exceptional, noting that K‑beauty is growing at a markedly faster pace than the overall market. Facial skin care remains the primary revenue driver in the U.S., while hair care is the fastest‑growing category. Hybrid formats—tinted serums and skin‑care‑infused cushion compacts—are also gaining traction.

Retailers are racing to capture market share. Ulta, which operates more than 1,400 U.S. stores, launched “K‑Beauty World” in July to showcase Korean brands and beauty‑tech devices and is the only major U.S. retailer carrying Medicube, a beauty‑tech label endorsed by celebrities such as Hailey Bieber. Ulta reported a 38% increase in Korean skin‑care sales in its first quarter of 2025 and credited new K‑beauty partnerships with helping it exceed second‑quarter earnings expectations. Sephora has expanded its Korean assortment—its Times Square flagship includes a dedicated K‑beauty wall and the retailer secured exclusive U.S. launches for Hanyul and Aestura. Big‑box retailers including Costco and Walmart have broadened their selections to include essences, serums and sheet masks.

“It’s an arms race to see who can capitalize on the market for Korean products,” said Delphine Horvath, professor of cosmetics and fragrance marketing at the Fashion Institute of Technology. Competition is intensifying as Olive Young, often described as the “Sephora of Seoul,” prepares to open its first U.S. store in Los Angeles next year, and Sukoshi plans to open about 20 new locations across U.S. cities including Seattle, Miami and Austin.

Retailers and brands emphasize the importance of in‑person access. “Meeting customers where they can touch, feel and try what they see on TikTok is key,” said Linda Dang, CEO of Sukoshi. The spring rush of U.S. shoppers stocking up on K‑beauty amid tariff concerns ultimately saw prices remain relatively stable after Korean brands temporarily absorbed duties, though many are now evaluating alternative manufacturing and shipping strategies. South Korea finalized a tariff agreement last month with President Donald Trump, settling on a 15% rate rather than the initially proposed 25%.

K‑beauty’s rise is closely linked to the broader surge in Korean cultural exports—from K‑pop acts like BTS and Blackpink to streaming hits—helping propel cosmetics into the spotlight. The movement from the mid‑2010s “first wave,” characterized by glass skin, 10‑step routines and niche ingredients, to a larger, more inclusive “second wave” now encompasses color cosmetics, hair and scalp care, body care, fragrances and beauty devices.

TikTok has become the dominant discovery channel, particularly for Gen Z and millennial shoppers, who account for roughly three‑quarters of K‑beauty consumers, according to Personal Care Insights. Consumer data firm Spate reports that posts tagged “K‑beauty” or “Korean skin care” attract about 250 million views per week. Viral items—especially those with gentle formulas and accessible price points—often sell out faster than retailers can restock.

The platform’s influence has also driven greater inclusivity: after criticism over limited foundation shades, one Korean brand expanded from three to 40 shades within months. Regional popularity varies, with Statista reporting that 61% of consumers in Mexico and nearly half in Brazil view K‑beauty as popular, compared with about 45% in the U.S.

NielsenIQ’s D’Ambrosia cautioned that heavy dependence on a single platform carries risks. “When you have so much growth concentrated on one platform, algorithm changes could significantly impact discoverability overnight,” she said, noting that shifts in recommendation engines can materially affect brand visibility.

K‑beauty’s resilience is rooted in South Korea’s intensely competitive domestic market, where consumers spend more per capita on beauty than elsewhere and trends evolve rapidly. KOISRA data show more than 28,000 licensed cosmetics sellers in 2024—nearly double the number five years earlier—creating an environment that fosters continuous innovation. “We develop about hundreds of formulas each day,” Neogen’s Kim said, describing rapid product development and clinical testing cycles.

That fast‑moving domestic market fuels a steady stream of brands capable of going viral and, in some cases, being acquired. When snail mucin surged globally, Amorepacific acquired COSRX, a brand associated with the ingredient, for roughly $700 million. Analysts expect the next wave of K‑beauty to push further into experimental ingredients and biotechnology, with companies exploring novel actives and leveraging artificial intelligence for content, formula development and advertising. “K‑beauty is very data‑driven,” Kim said, noting Korea’s strengths in delivery systems and biotech innovation.