• K-beauty market size reached USD15 billion in 2025, growing by around 22% from 2024
• The US accounted for 54% of K-beauty overseas online sales
• TikTok’s social commerce strategy is scaling K-beauty sales

 K-beauty has become a power engine in the next phase of the global beauty market, as brands compete on value, efficacy and digital-first execution, according to market intelligence company Euromonitor International.

Citing the latest findings on beauty and personal care insights and trends from Euromonitor International’s Passport knowledge hub, K-beauty, defined as South Korean-origin beauty and personal care brands, reached a global online market size of USD15 billion in 2025, up from USD1 in 2024, driven by digital-first strategies and strong demand in the US and Europe.

Kayla Villena, global beauty and personal care insights manager at Euromonitor International, said: “K-beauty is no longer defined by a single export market or region. Brands are winning by matching proven efficacy with faster innovation, sharper value and digital execution that connects with consumers across regions.”

US and European demand accelerate further growth

K-beauty’s market mix has changed quickly. In 2025, the US accounted for 54% of K-beauty overseas’ online sales. Western Europe also gained ground, rising from 3% to 10%, with the UK and Germany key growth destinations. China fell from 66% to 21%.

Villena said: “This indicates that K-beauty is becoming a more global powerhouse in the beauty industry. Beyond a westward shift, success for brands now depends on staying visible, relevant and easy to buy in markets where consumers have more choice than ever.”

Digital-first brands are setting the pace

Digital channels are helping K-beauty scale faster across borders. Across channels, TikTok is becoming a new growth engine supported by a social commerce marketing strategy.

According to Euromonitor E-commerce, TikTok Shop became the seventh-largest e-commerce beauty retailer in the US, up from 27th in 2023. TikTok Shop’s US beauty market value reached over USD900 million in 2025, compared with less than USD100 million in 2023.

 This demonstrates how beauty brands are found, compared and purchased. K-beauty players that combine strong product claims with fast-moving social and e-commerce strategies are creating more opportunities across markets.

Beauty paradigm shifts towards skin care in Latin America

Latin America is emerging as K-beauty's next frontier, as the beauty paradigm shifts from colour cosmetics to skin care.

According to Euromonitor’s Voice of the Consumer Beauty Survey 2025, Brazilian consumers see K-beauty as more trustworthy and well known for specific or exotic ingredients than two years ago. K-beauty brand availability in Brazil’s e-commerce market grew 159% in 2025.

Villena added: “The next stage of K-beauty will depend on how well brands balance global expansion with local relevance. Brands will need data, speed and clear positioning to unlock growth opportunities.”

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