The scale of overseas consumer purchases of so-called K-beauty products—including cosmetics and perfumes—directly from South Korea neared $1 billion in 2024, marking explosive growth over the past five years.
According to data released on May 6 by the Korea Customs Service, cross-border sales of perfumes and cosmetics totaled $973 million last year. This figure nearly doubled from $523 million the previous year.
The growth of K-beauty cross-border sales has been rapid. In 2019, sales stood at only $55 million, meaning the market has expanded more than 17-fold within just five years.
K-beauty Leads Among Top Export Categories
K-beauty is the largest among the top 10 cross-border sales categories. Last year, it accounted for about one-third of South Korea’s total direct overseas sales, which amounted to $2.93 billion.
After surpassing apparel in 2018 to become the top-selling cross-border category, K-beauty has maintained its position as the most popular item among overseas consumers.
Record-Breaking Export Performance
In addition to booming cross-border sales, South Korean cosmetics have also excelled in traditional exports. Last year, cosmetics exports hit $6.8 billion, setting a new all-time high.
The momentum continued in the first quarter of 2025, with export performance rising about 20% year-over-year to $1.84 billion, marking the highest first-quarter figure on record.
Sunscreen Sales Highlighted in U.S. Market
Korean cosmetics recently drew attention in the United States amid tariff-related concerns. According to The Washington Post, Korean-made sunscreens became one of the eight products that American consumers started stockpiling in anticipation of price hikes.
The report explained that consumers were buying Korean sunscreens in bulk thanks to their strong reputation for effective UV protection and lightweight texture.
BY YOONJAE JUNG [jung.yoonjae@koreadaily.com]
