• Online sales reach 86% of the 2024 total in just nine months of this year
• The US takes 51% of global K-beauty sales, Europe more than triples to 11%
• 87 brands generate USD 1M+, five exceed USD100M annually

In Euromonitor International’s report ‘Glass Skin & Global Wins: The Rise of K-Beauty’, K-beauty 2.0 features advanced technology, stronger brand positioning and proven quality at fair prices, unlike K-beauty’s first wave focusing on niche skin care rituals.

This evolution aligns with today's value-conscious consumers seeking better performance without premium pricing. K-beauty online sales in 15 countries outside of South Korea are projected to exceed the 2024 total.

Yang Hu, Asia Pacific health and beauty insight manager at Euromonitor International, said: “K-beauty 2.0 represents a pivotal shift in the global beauty market. Distributors have a clear opportunity to capitalise on growing consumer demand, while established brands face mounting pressure in mid-price segments where K-beauty excels at combining quality, value and social media marketing."

K-beauty 2.0 drives mainstream adoption

K-beauty has seen the US overtake China as the leading market, accounting for a 51% share of total online K-beauty sales in the first three quarters of 2025.

Europe has more than tripled its share from 3% in 2022 to 11% in 2025, with the UK and Germany emerging as top markets.

In China, once a promising market for K-beauty, sales have declined due to rising C-beauty competition and shifting preferences.

US and UK become top destinations for K-beauty

The ‘skin health is my health’ philosophy drives K-beauty’s growth in the US, especially in skin and sun care. K-beauty online sales in the first three quarters of 2025 surpassed the 2024 total.

UK sales in the first nine months of 2025 were already 20% higher than the 2024 total. As major beauty retailers expand their K-beauty product ranges, the market is expected to see another strong year of growth.

In the mature market of Japan, K-beauty online sales in the first three quarters of 2025 reached 86% of the 2024 total, with balanced preference, from major brands l to indie brands.

In Australia, robust e-commerce growth has accelerated K-beauty’s potential in skin and sun care. K-beauty online sales in the first three quarters of 2025 reached 94% of the 2024 total. However, as 87% of beauty sales take place offline in the country, strengthening offline presence for K-beauty remains essential.

Looking ahead: From brands’ diversity to segment diversity

According to Euromonitor, in 2024, 87 K-beauty brands generate over USD 1 million in annual online sales, with five exceeding USD100 million and 24 generating USD20-100 million.  

Consumer preferences will advance towards medically validated wellness solutions as K-beauty evolves deeper into additional segments.

“The ‘skinification’ movement is expanding to hair care, with growing interest in beauty devices and clinically backed treatments from South Korea. These are driving the next phase of innovation in K-beauty,” Yang noted.

For more information, see the ‘Glass Skin & Global Wins: The Rise of K-Beauty’ report.

Contact Us 

Euromonitor Press Office 
Press@euromonitor.com  

About Euromonitor International   

Euromonitor International leads the world in data analytics and research into markets, industries, economies and consumers. We provide truly global insight and data on thousands of products and services to help our clients in unlocking worlds of opportunity®, and we are the first destination for organisations seeking growth.

With our guidance, our clients can make bold, strategic decisions with confidence. We have 16 offices around the world, with 1000+ analysts covering 210 countries and 99.9% of the world's consumers, and use the latest data science and market research techniques to help our clients to make sense of global markets.