玻璃肌与全球胜利：韩妆的崛起

K-Beauty 1.0features a niche focuson Korean 10-step skincareroutines, mainly sold through e-commerce or select outlets, with afun and youthful brand image. K-Beauty’s second wave? K-Beauty is now experiencing a monumental“second coming”. While K-Beauty 1.0emphasiedKorean skincare rituals, K-Beauty 2.0 focuses onadvanced technology, stronger branding, andmid-range products that deliver high qualityat fair prices. In today’s slower economy,consumers are more discerning and seekbetter performance for the same cost. K-Beauty 2.0features strong retail presence both onlineand offline, global recognition via social media like TikTok,simplified routines, focus on hero ingredients, and greaterdiversity in skin tone options. K-Beauty at a glance K-Beauty’s massive growth Despite decline in China, K-Beauty sales areprojected to record another strong year in 2025,with online sales already at 86% of 2024’s total sofar. K-Beauty is growing faster in skin care and suncare, but color cosmetics grow slower due todiffering makeup routines and beauty standards,especially in outside of East Asia regions. K-Beauty’s penetration hotspots Japan, Australia, and North America lead in K-Beauty market penetration. Outside East Asia (Japan or China), K-Beautyexcels in skin care, less so in color cosmetics. Rapid growth in Europe is expected to drive futureexpansion. China, once the largest market, is declining due todomestic C-beauty competition and reducedinterest in Korean brands. K-Beauty’s globalmomentum drivenby high-performingbrands Reverse from China to USA:K-Beauty’s geographic shift The US has overtaken China as the top destinationfor K-Beauty, accounting for 51% of total K-Beauty’s overseas online sales in the first threequarters of 2025, up from 18% in 2022, accordingto Euromonitor’s E-Commerce system. China's share dropped from 69% to 23% between2022 and 2025 due to local C-beauty competitionand weaker demand on Korean products. Europe increased from 3% to 11% during the sameperiod, with the UK and Germany as top markets. Consumer perceptionof K-Beauty Soft power of cultural trends boost K-Beauty influence globally The global popularity of K-Pop is driving broader interest inKorean culture, contributing to the sustained growth of K-Beauty brands. With groups like BTS and Blackpink dominating global chartsand new K-Pop-themed content launching on platforms likeNetflix (K-Pop Demon Hunters, 2025), consumers areincreasingly engaging with Korean culture. K-Beauty offers atangible way to participate in this cultural movement. Consumer interest in K-Beauty is now rooted in culturalaffinity rather than trend cycles, suggesting long-term growthand potential expansion into adjacent categories. K-BEAUTY: CONSUMER PERCEPTION "K-Beauty" is widely recognized among Gen Z and Millennialsconsumers, with strong popularity in Asia and growingrecognition in both America and Europe. Awareness of K-Beauty among Gen Z and Millennials, by country, 2025 K-BEAUTY: CONSUMER PERCEPTION K-Beauty already established advantages through its innovative formatsand proven benefits. To build lasting trust, the next step involvesimproving innovative technology and high-quality ingredients. Gen Z consumer’s perception of K-Beauty, by region, 2025Among the consumers who are aware of “K-Beauty” term Country snapshot K-Beauty reaches various life cycle stages across regions Introduction Low sales, high costs,little/no profits Growth Increasing sales, reducedcosts, some profits Maturity Consistent sales, reducedcosts, increasing profits Decline Reducing sales, constantcosts, reducing profits Japan K-Beauty in Japan is well-established, with the market anticipated to experience steady ratherthan explosive growth. As a key segment within the Japanese beauty industry, it has achievedsignificant market penetration in both skin care andcolourcosmetics. 40of Top 300 brands inColour Cosmetics areK-Beauty in Japan(2025) 10% K-Beauty brands sales in total online category sales, ColourCosmetics & Skin Care (incl.SunCare), 2025 Q1-Q3 40of Top 300 brands inSkin Care (incl.SunCare)are K-Beauty in Japan(2025) USA Skin health philosophy is the primary driver of K-Beauty’s growth in the USA, closely tied toefficacy and affordability. With 2025 Q1-Q3 sales performance already passed 2024 sales,USA market still has room for K-Beauty to grow. Strong growth in e-commerce channel (e.g.Amazon) pressure wider retailer to shore up assortments. 15of Top 300 brands inColour Cosmetics areK-Beauty in USA(2025) K-Beauty brands sales in total online category sales, ColourCosmetics & Skin Care (incl.SunCare), 2025 Q1-Q3 35of Top 300 brands inSkin Care (incl.SunCare)are K-Beauty in USA(2025) Australia Strong growth in e-commerce has already highlighted the potential of K-Beauty in Australia.While the presence of K-Beauty in color cosmetics remains limited, it is gradually increasing.Given that Australia continues to be an offline-first market,