As fears grow over rising tariffs on imported goods, many American consumers are turning to K-beauty—Korean skincare and cosmetics—to stock up before prices soar.
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| Jonathan Ko, a US citizen shared his shopping items at Olive Young store in Seoul |
During a trip to South Korea on April 17, 2025, Jonathan Ko, a 34-year-old U.S. citizen from Los Angeles, spent 500,000 won (about $350 USD) at a popular Olive Young store in Seoul. His shopping haul included sunscreens, face masks, and moisturizers, both for personal use and as gifts for friends.
“I usually order these online, but with tariffs likely to increase prices, this felt like the perfect time to stock up,” Ko shared.
American media outlets report a noticeable spike in demand for Korean beauty products following former President Donald Trump's announcement of new tariff policies on April 2. A Washington Post article on April 10 cited social media data revealing that Korean sunscreens are topping online shopping lists among U.S. consumers.
Major beauty publications like Allure, Vogue, and The Atlantic have also highlighted how potential tariffs could impact the global beauty market, especially K-beauty’s popularity in the U.S.
On Reddit, discussions around K-beauty have exploded, particularly about sunscreens praised for their lightweight formulas and superior effectiveness compared to many U.S. brands.
South Korea has been hit with a 25% retaliatory tariff, although the U.S. has temporarily suspended this policy—except for China—for 90 days until July 8, 2025.
Despite this temporary pause, panic buying continues, fueled by uncertainty over long-term trade relations.
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| K-beatuy products selling in USA |
According to South Korea’s Ministry of Trade, K-beauty exports reached a record $10.2 billion in 2024, growing at over 20% annually since 2020. The United States is now the second-largest export market, just behind China.
A January 2025 report from Samsung Securities predicts that e-commerce sales of Korean-made sunscreens alone could see a 43% surge, driven largely by U.S. demand.
In response, major Korean cosmetics manufacturers are ramping up efforts to localize production:
- Kolmar Korea and Cosmax are doubling or tripling their U.S. factory capacity.
- LG Household & Health Care and Amorepacific, which do not yet have U.S. plants, are closely monitoring the situation.
- Amorepacific, owner of Sulwhasoo, Laneige, and Innisfree, reported that the U.S. overtook China as its largest market in 2024. CEO Kim Seung-hwan hinted at accelerating plans to establish U.S.-based production within the next 5–10 years.
“Tariffs are going to drive prices up. Unfortunately, there’s not much we can do except pay more,” said Ko. “Everyone is affected.”
References: vnexpress, Straitstimes,