Riding the 'second wave' of K-Beauty in the US market



Riding the second wave of K Beauty in the US market

K-Beauty’s influence in the US has continues to evolve from a niche trend to a cultural and commercial powerhouse, according to the newly released “Second Wave of K-Beauty” report by Sarah Chung Park, CEO of B2B beauty platform Landing International. K-Beauty, which first took off with the launch of BB cream in 2011, has since grown into a powerful force in the beauty industry.

As detailed in the report, “in the first four months of 2024, South Korea ranked first in the US imported cosmetics market share,” surpassing France with exports valued at $477.1 million. Driven by the popularity of skin care routines that emphasize natural ingredients and multi-step regimens, K-beauty revenue in North America is expected to grow from $3.8 billion in 2022 to $9.9 billion by 2032, the report stated. 

From curiosity to cultural phenomenon

The first wave of K-Beauty introduced Korean products with “quirky, kitschy packaging and novelty items, often seen as fun and playful,” but lacked long-term consumer engagement. As explained in the report, K-Beauty brands in the early 2010s faced challenges in the West, particularly in “resonating with a broad audience” and struggled due to “low awareness of Korean culture” and a lack of marketing channels. 

In contrast, the second wave is capitalizing on the growing popularity of K-Culture, including K-pop, K-dramas, and Korean food. K-Beauty is now recognized for its “innovation, use of natural ingredients, and sleek, modern packaging” that appeals to more sophisticated consumers, particularly millennials, Gen Z, and Hispanic consumers. The report emphasized that this wave is defined by “cultural relevance, innovation, and a strong digital presence.”



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