[Econ & Biz] K-Beauty’s beautiful glow: Behind its recent record-breaking success

South Korean cosmetics, widely known as K-Beauty products, have been topping the to-buy lists of foreign tourists visiting the country.

And newly released figures underscore the growing global appeal of Korean beauty brands.

For more, we turn to our correspondent Park Jun-han here in the studio.

It's good to have you, Jun-han.

Thanks for having me, Dami.

1. Jun-han, Korean beauty products have been popular for quite some time. But how popular are they really?

That's right, Dami.

Just yesterday, I went to Myeongdong, one of the most popular areas for foreign visitors.

There, I could spot people from all over the world shopping for Korean beauty products.

They told me that K-Beauty products are well-known in their countries, and they're happy to buy them at a lower price than they would at home.

Let's take a listen to what tourists had to say about their K-Beauty shopping experience in Korea.

"I heard about it through social media in France. We have a lot of channels in France that talk about it, so every French person wants to try it because it works — so yeah. It's my first time; I've never tried it, so I'll try and see."

"We found out through TV. I think it's well known that Korean beauty products are very good. Also, friends and family asked us, 'Are you going to Korea? Can you bring me this or that?' because they know Korean products are very famous for that."

2. I see, Jun-han. Now we know that K-Beauty products are famous all over the world, what makes them stand out among many others around the world? What makes them so special?

You actually made a great point there, Dami.

When asked about what makes Korean cosmetics so special, one of the industry experts told me that they are technologically advanced for their price and are creative in product development.

Let's take a listen.

"Cosmetics companies in South Korea are so technologically advanced and cost-effective that last year we became the third-largest exporter in the world. They're incredibly creative and great at coming up with new products, which is why they're receiving this kind of attention around the world."

Another claim made by the same industry expert is that cultural exposure and influence — such as through K-pop and K-Drama figures — are attracting potential consumers to buy K-Beauty products.

"As K-Dramas and K-pop have become more popular, people around the world are seeing more of Korean people's skin. I think that has contributed to a perception that Koreans have great skin because they use Korean cosmetics. Most of the products are now vegan, and there are also many functional patents behind them."

3. No wonder that K-Beauty exports hit a new record in the first half of this year.

Jun-han, can you walk us through the latest figures?

Sure Dami.

The growth of South Korea's beauty product exports is surging at a dramatic pace, backed by record figures.

According to the Ministry of Food and Drug Safety, South Korea exported cosmetics to 176 countries in the first half of 2025, reaching a total of 5.51 billion U.S. dollars — a 14.8 percent increase from the same period last year.

By country, China, the United States and Japan were the top three importers, accounting for 48.1 percent of total exports.

Although China saw an over 10 percent year-on-year decrease in export value, it still ranked as the number one importer.

The United States and Japan, however, saw remarkable increases of over 17 percent and 15 percent, respectively.

From 2012 to 2024, South Korea's cosmetics exports surged by over 850%, showing a strong annual year-on-year growth trend.

And if the current pace continues, 2025 could mark yet another historic high, hopefully surpassing the 11 billion dollar mark.

4. K-Beauty is doing remarkably well, but I'm sure there's still room for improvement and even concerns within the industry about future challenges.

Tell us.

That's right, Dami.

Although our cosmetics industry is performing very well, there are some concerns that remain, such as regulatory challenges and a possible increase in prices due to the 25% U.S. "reciprocal" tariffs.

Now, let's take a listen to what a professor of the beauty industry had to say.

"The government's R&D expenditure is too small compared to the increasing sales and exports of the cosmetics industry. All industries in Korea face difficulties without government support, and I think the industry can grow much more if it is supported.

Also, another industry expert raised concerns about factors that might increase product prices.

"Concerns over tariffs essentially come down to pricing. Since each individual ingredient must undergo safety testing, the overall cost naturally increases. As a result, cosmetic prices inevitably rise. Rather than simply easing regulations, I believe we need to explore ways to simplify the safety assessment process while still ensuring product safety."

With rising demand from all over the world, K-Beauty is now not just a trend — it's a new culture.

Alright, Jun-han, Thanks for sharing your thoughtful insights today.

Thank you, Dami, I hope to see you again soon.