An analysis of Sephora US’s H1 2026 K-beauty bestsellers shows skincare sweeping the top ranks — evidence that the US perception of K-beauty has shifted from "makeup" to "skincare."
Skincare sweeps the top
Seven of Sephora US’s top 10 K-beauty bestsellers are skincare — toners, essences, serums, and sunscreens, with calming and hydrating formulas especially strong.
The brands US shoppers chose
The upper ranks include Anua (heartleaf toner), COSRX (snail essence), Belif (moisture cream), and Laneige (Lip Sleeping Mask). The common thread is reasonable prices and proven efficacy.
In makeup, lips lead
Within makeup, lip products sold best — rom&nd and Laneige’s Lip Sleeping Mask among them — favored for natural payoff with built-in moisture.
The data reconfirms that K-beauty’s core strength in the US market is skincare — and Korean brands are leaning into it.