U.S. Media Spotlight Korean Cosmetics
K-beauty Ranks No.1 in U.S. Cosmetics Imports Last Year
Driven by the global popularity of K-pop, K-dramas, and other aspects of the Korean Wave, K-beauty has also gained worldwide traction, resulting in Korean cosmetics ranking first in exports to the United States last year. In response, American media outlets are increasingly focusing their attention on Korean beauty products.
On April 28 (local time), The Hollywood Reporter, a well-known American outlet covering Hollywood news, reported, "K-beauty brands loved by stars such as Sydney Sweeney, Ros?, Florence Pugh, and more are being sold during Amazon's summer sale event."
The Hollywood Reporter stated, "Until May 11, customers can purchase popular brands such as Biodance, Medicube, Laneige, and Dr. Jart at discounts of up to 48% on Amazon," and advised, "Since concerns are growing over the impact of tariffs on imported goods, it is wise to purchase your desired K-beauty products before prices rise."
The outlet added, "For those looking to try new products this spring or restock their essentials, we've rounded up the best Korean beauty deals included in Amazon's summer beauty event," recommending 13 popular Korean cosmetics. The article also introduced each brand, stating, "Medicube, loved by Hailey Bieber, wife of Justin Bieber and a model; Laneige, recommended by actress Sydney Sweeney; Dr. Jart, a mask pack brand highly praised by actress Florence Pugh; and Biodance mask packs, favored by Hollywood beauty professionals."
A cosmetics shopping mall in Myeongdong, Seoul is bustling with foreign customers. Photo by Hyunghan Heo
On the same day, fashion outlet Allure also featured Korean cosmetics that are gaining popularity in the U.S. through word of mouth, with the headline, "Even tariffs can't stop Amazon's 'K-beauty deals': 21 of the best Korean beauty finds to add to your cart." The outlet wrote, "These discounted products are essential for achieving 'glass skin' this summer," and urged, "Order the best Amazon Korean beauty deals now, because these discounts could disappear before you can say 'chok chok' in Korean." The article also explained that 'chok chok' is a Korean term referring to skin that is elastic and full of moisture.
On the same day, a Glamour fashion editor introduced a Korean serum in an article, stating, "As a devoted member of the K-beauty fandom and a beauty journalist who professionally tests cosmetic products, I can say that Korean vitamin C serums remain a category that has never disappointed me," and added, "Whenever I seek a brighter complexion, I reach for these radiant heroes."
Tourists visiting Myeongdong Shopping Street in Jung-gu, Seoul, are purchasing cosmetics. Photo by Yoon Dongju
Previously, Korea's cosmetics exports to the U.S. last year totaled $1.701 billion (about 2.5 trillion won), surpassing France ($1.263 billion, about 1.8 trillion won) to claim the top spot. Canada ranked third with $1.022 billion (about 1.5 trillion won), followed by Italy, China, Mexico, the United Kingdom, and Japan. Analysts attribute the K-beauty boom to the popularity of K-culture. On March 31, Bloomberg reported, "Korea's cosmetics industry is benefiting from the global popularity of K-pop and K-dramas, and companies are leveraging product sponsorships to sell a variety of products in the U.S. market."
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