According to a report by Euromonitor, the global online K-beauty market reached $15 billion in 2025, growing approximately 20% from $12.5 billion in 2024. The U.S. particularly established itself as a core market, accounting for 54% of overseas online sales.
Illustrative image — AI generatedThe global online K-beauty market reached $15 billion in 2025, expanding by roughly 20% from $12.5 billion in 2024.
This growth was driven by digital-first strategies and strong demand in the U.S. and Europe, with TikTok-driven social commerce also playing a significant role.
For consumers, this signals that K-beauty has established itself beyond a simple fad into a sustainable global consumer trend.
The category driving K-beauty’s export surge
The format global editors name first for K-base
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