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Mirror, mirror on the wall, who is the fairest now?
Powered by TikTok and rapid innovation, K-beauty is emerging as the new global force in the beauty industry.
Beauty has always reflected the concerns of society. Techniques evolve, aesthetic codes shift, yet the pursuit of appearance endures. And the age-old question from the fairy tale continues to haunt the industry: who truly is the fairest of them all?
In 2025, one thing is clear: the epicentre of the beauty industry no longer lies solely in Paris, Milan or Los Angeles. The new face of global beauty is Korean. What was once an internet curiosity has become one of the most dynamic and disruptive forces in the sector.
K-beauty is no longer just taking over bathroom shelves. It is reshaping export rankings, reinventing marketing strategies and forcing Western giants to rethink their playbooks. In an industry known for its resilience, Korean brands are setting a new benchmark for speed, innovation and digital mastery.
Korea, the new queen of beauty
In 2024, South Korea exported USD 10.2 billion worth of cosmetic products, an increase of more than 20% year on year. The country has now overtaken France as the leading exporter of beauty products to the United States. On this market alone, sales of Korean products are expected to exceed USD 2 billion in 2025, representing growth of nearly 40%.
This momentum rests on clearly identified strengths: accelerated innovation cycles, the integration of biotechnology-driven ingredients, high-quality yet accessible formulations, strong cultural influence and an industrial ecosystem capable of scaling at remarkable speed. A model Western brands still struggle to match.
TikTok, the new stage of influence
The rise of TikTok has profoundly altered the pathways of influence. Beauty has become the platform’s flagship category, and Korean brands have mastered its codes. At Unilever, TikTok-driven sales have surged by 70% since the beginning of the year, compared with 15% on Amazon. L’Oréal, for its part, generated over USD 88,000 in sales during a 12-hour live-stream marathon.
Some Korean brands have industrialised influence itself: Medicube collaborates with around 500,000 micro-creators, ensuring massive reach at a relatively low cost.
For Generation Z, TikTok has become the primary gateway to discovering new products: nearly 80% of users rely on it for this purpose. While Amazon continues to deliver the highest conversion rates, TikTok dominates the discovery phase. Trend-driven categories, routines and transformations thrive there, a perfectly suited playground for K-beauty.
The “glass skin” boom… and a few headwinds
Behind the global showcase, however, the domestic market shows signs of strain. In South Korea, demand is more seasonal, margins are tightening and competition, particularly in the entry-level segment, is intensifying. This volatility highlights the limits of a sector highly exposed to shifting trends.
To strengthen their position, industry players will need to reinforce brand equity, diversify distribution channels and enhance pricing power. Nevertheless, fundamentals remain solid: accessibility, clinically proven effectiveness, formulation transparency and digital excellence.
These structural strengths have not gone unnoticed. K-beauty is now firmly established as one of the most compelling investment themes of the moment.
An opportunity for investors
For investors, K-beauty stands out for its rare combination of resilience and structural growth:
Risks do exist, rising marketing expenses, intense competition in U.S. e-commerce, and the inherent volatility of TikTok-driven trends, but these appear more cyclical than structural.
A new global balance
Long dominated by major European and American houses, the beauty industry is being reshaped. South Korea has not merely gained market share; it has imposed a new way of designing and consuming beauty, faster, more technical and more connected.
So, mirror, mirror on the wall, who is the fairest today?
In light of export figures, digital habits and cultural influence, the answer now seems obvious: K-beauty has taken centre stage on the global scene… and it has no intention of giving up its crown.
January 12, 2026
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