Double-Digit Growth in Cosmetics Exports to Europe and the Middle East
Europe Now Accounts for 17.1% of Total Exports, Nearly Equal to the United States (17.5%)
"Specialized Distribution Platforms Like Silicontwo Prove Effective... Entering a Phase of Structural Growth"
After K-beauty took the United States, the world’s largest beauty market, by storm, it has also created a sensation in the European market, the birthplace of cosmetics. The European market had long been considered barren ground for K-beauty due to high entry barriers, such as strict ingredient regulations. However, thanks to targeted efforts through specialized cosmetics distribution platforms like Silicontwo, analysts say that not only Europe but also neighboring Middle Eastern regions have now entered a phase of structural growth.
K-Beauty has taken the United States, the world's largest beauty market, by storm and has also created a sensation in the European market, the birthplace of cosmetics. Photo by Younghan Heo
According to the Korea International Trade Association on June 20, the cumulative value of cosmetics exports for this year (January to May) reached $3.814 billion (approximately 5 trillion won), up 12.1% compared to the same period last year. In particular, Europe and the Middle East recorded sharp growth rates of approximately 42% and 62%, respectively, compared to the previous year. These rates are even higher than the 12% growth rate of exports to the United States during the same period.
Surge in Exports to Europe and the Middle East... Poland Grows by 129%
Among European countries, Russia posted the largest export value at $144 million, an 18.3% increase from the previous year. However, Poland saw the highest growth rate, with exports soaring 128.6% to $98 million. In the Middle East, the United Arab Emirates recorded the highest growth rate at 77.6% with $91 million, followed by Saudi Arabia at $24 million, up 21.3%.
The proportion of exports to Europe and the Middle East within Korea’s total cosmetics exports has also increased. According to Korea Customs Service trade statistics, the share of cosmetics exports to Europe rose from 13.8% last year to 17.1% this year (January to May). The Middle East’s share also grew from 3.3% to 4.1%.
During the same period, the United States’ share decreased from 18.1% to 17.5%, and Greater China’s share fell from 31.1% to 27.1%. This year, the distribution of Korean cosmetics exports by region is as follows: Greater China (27.1%), United States (17.5%), Europe (17.1%), ASEAN (13%), Japan (9.9%), and the Middle East (4.1%).
Global Short-Form Platforms Drive Growth Since COVID-19
The worldwide popularity of K-beauty was significantly influenced by the spread of Korean content during the COVID-19 pandemic. Through global video platforms such as Netflix, TikTok, Instagram, and YouTube, videos featuring reviews, usage tips, and effects of K-beauty products went viral, fueling interest in Korean cosmetics. As a result, Korean cosmetics listed on local e-commerce platforms like Amazon sold rapidly.
However, in Europe, offline stores account for around 70% of the market, and distribution structures vary by region, making entry barriers high. Nevertheless, Korean specialist distributors such as Silicontwo and YesAsia Holdings have acted as bridges, and their efforts are now yielding results in the European market. Yoo Junghyun, a researcher at Daishin Securities, explained, "As product reviews and effects are shared through short-form, SNS-based platforms, an independent K-beauty category has now formed. The emergence of specialized K-beauty distribution platforms like Silicontwo and YesAsia Holdings has helped overcome entry barriers such as complex local regulations, logistics infrastructure, and securing distribution partnerships."
The popularity of K-beauty in Europe is also reflected in the performance of Korean cosmetics companies. APR saw its combined order volume for April and May more than double (up over 110%) compared to the first quarter (January to March). An APR representative stated, "Interest in K-beauty in Europe is very high, and the strong export momentum for Korean cosmetics is creating a very positive atmosphere. Going forward, we will continue to expand our market influence by collaborating with domestic trading companies and local distributors."
The Middle Eastern market is also experiencing explosive growth. Amorepacific recently partnered with local distributor Sephora to introduce its brand Laneige. The company is currently present in the United Arab Emirates (UAE), Saudi Arabia, Kuwait, Qatar, and Bahrain. In the first quarter of this year, Amorepacific’s EMEA (Europe, Middle East, and Africa) sales reached 55.3 billion won, a threefold increase (219%) compared to the same period last year.
A screen showing the search results for the K-beauty keyword on TikTok. Various videos sharing product reviews and effects are uploaded. Screenshot of TikTok screen.
The European and Middle Eastern markets are also seen as having high growth potential. While local brands such as L’Oreal have traditionally been strong, the market share of Korean cosmetics has recently been increasing rapidly. Baesong, a researcher at Mirae Asset Securities, commented, "Korean cosmetics are gaining popularity, especially in Western Europe, where trends change quickly and cultural influence is high. Some retailers are highlighting Korea or operating dedicated K-beauty sections, so the outlook for the European market is positive in the medium to long term." Yoo also projected, "With significantly improved accessibility to K-beauty in Europe and the Middle East, Korean cosmetics exports are diversifying by region, laying the foundation for further diversification and long-term growth."
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