In a report published in 2026, global consumer intelligence firm NIQ revealed that K-beauty value sales grew 53% year-over-year.
NIQ highlighted remarkable growth particularly in Latin America (Brazil and Mexico) at 135% and Western Europe at 58%, while noting that e-commerce accounted for 76% of total sales in North America. The firm analyzed that format innovations such as sheet masks and essences, alongside ingredient-led breakthroughs like snail mucin and PDRN, served as primary growth drivers.
The report demonstrates that K-beauty's global expansion represents a structural shift rather than a short-term trend, suggesting that brands need to re-evaluate their overseas strategies around social commerce and innovative products.