March 3, 2025
SEOUL – K-beauty, known for its innovative formulations and meticulous skincare rituals, was once exclusively the domain of Korean brands. Now, an influx of companies across the globe are adopting K-beauty industry philosophies and branding methods, further solidifying Korea’s influence in the global cosmetics market.
According to the Ministry of Food and Drug Safety, Korea’s cosmetics exports hit a record $10.2 billion in 2024. With the spread of K-beauty trends around the world, even countries with strong local beauty industries, such as India and the US, have become lucrative markets.
In India, K-beauty brands have gained footing on major e-commerce platforms such as Tira, Nykaa and Amazon India. In the US, K-beauty brands have secured top spots on Amazon’s best-selling beauty lists, with brands like Goodai Global surpassing $40 million in sales and Dr. Althea earning Amazon’s Top Brand Seller Award.
Amid this global expansion, brands in other countries have begun positioning themselves as K-beauty players. One such brand is Yepoda, a German-based company founded in 2020 by Sander Joonyoung van Bladel and Veronika Strotmann. Despite its European roots, Yepoda emphasizes K-beauty principles, developing and manufacturing its products entirely in South Korea. “We wanted to go beyond simply selling skincare. We wanted to bring the philosophy and values of K-beauty to Europe,” van Bladel said.
Yepoda is making waves with its upcoming launch at Sephora locations across Europe this March.
This follows a successful US online debut in December 2024 and a series of pop-up events in Europe.
After a remarkable 130 percent surge in sales in 2024, Yepoda is enhancing consumer engagement with pop-up stores and refining product development based on insights from its active social media community.
BB cream, Korean makeup formula. PHOTO: ERBORIAN/THE KOREA HERALD
Another example is Erborian, a French-Korean brand founded in 2007 by Korean scientist Lee Ho-jung and French beauty expert Katalin Berenyi. The brand blends Korean skincare innovation with French cosmetics, offering hybrid products that promise both efficiency and indulgence.
Glow Recipe’s K-beauty-inspired Watermelon Glow Jelly Sheet Mask was relaunched for its 10th anniversary celebration in October 2024. PHOTO: GLOW RECIPE/THE KOREA HERALD
US brands have also embraced the trend. Glow Recipe, founded by Korean American entrepreneurs, combines Korean skincare philosophies with fruit-based antioxidants, gaining traction at major US retailers like Sephora.
Similarly, Peach & Lily, led by Korean American esthetician Alicia Yoon, offers both curated K-beauty products and its own skincare line inspired by Korean techniques. Yoon, who studied skincare in Korea, noted, “For the past 20 years, I have continued to study Korean skincare ingredients and techniques while also obtaining my New York esthetician license.”
Another US-based brand, Then I Met You, was launched by Charlotte Cho, co-founder of the K-beauty e-commerce platform Soko Glam. The brand gained prominence when it launched at Sephora, featuring prominently in the retailer’s “Korean glass skin” campaign.
The growing presence of such K-beauty brands reflects the industry’s expanding global influence. As CJ Olive Young, South Korea’s largest beauty retailer, prepares to establish a physical presence in the US this year, competition in the international K-beauty market is set to intensify. With brands worldwide embracing its philosophy, K-beauty’s global footprint appears far from reaching its peak.