K-Beauty in the U.S.: What Export Data Really Shows
K-Beauty has become highly visible in the United States, but export headlines need careful reading. A global export total, a U.S. import total, retail sales and a brand’s online revenue are four different measurements. Separating them helps investors and consumers understand what the available data can—and cannot—show. Korean skincare is so ordinary in Korea that it is easy to forget how new it still is for many shoppers in the U.S., which is why the export numbers caught my attention. Table of Contents 1. What the U.S. import data actually shows According to data compiled from the U.S. International Trade Commission, the United States imported about $1.7 billion of South Korean cosmetics in 2024, up roughly 54% from the previous year. Korea also moved ahead of France as the leading cosmetics supplier to the U.S. market by import value that year. This is strong evidence of momentum, but it is not the same as $7 billion in U.S. sales. Import value is measured at the borde...