▲ This image of the share of K-beauty sales by major country in 2022-2025, based on online sales, is provided by Euromonitor International. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, Aug. 13 (Yonhap) -- K-beauty is emerging as a key growth engine for the next generation of the global beauty market, driven by proven efficacy and differentiated value, global data analytics firm Euromonitor International said Wednesday.

 

According to the market research firm, the global online market for beauty and personal care brands originating in South Korea reached $15 billion in 2025.

 

The figure represents a 22 percent increase from $12.5 billion in 2024.

 

It marked the first time Euromonitor has estimated the global market size by aggregating sales of K-beauty brand products across major e-commerce platforms in 17 key countries, including South Korea.

 

The United States was K-beauty's largest market, accounting for 54 percent of global online K-beauty sales in 2025.

 

Europe's share also rose to 10 percent last year from 3 percent in 2024.

 

By contrast, China's share fell to 21 percent from 66 percent over the same period, indicating that K-beauty consumption is rapidly diversifying from its previous concentration in a single market toward the United States, Europe and other regions.

 

Euromonitor attributed K-beauty's growth to digital-focused sales strategies and strong demand in the United States and Europe.

 

In particular, it said TikTok Shop is emerging as a major beauty distribution channel connecting product discovery with purchases, supporting K-beauty brands' expansion into overseas markets.

 

In the United States, TikTok Shop rose 20 places to rank seventh among online beauty retailers in 2025, up from 27th in 2023. Beauty and personal care sales on TikTok Shop in the U.S. also increased from less than $100 million in 2023 to more than $900 million in 2025.

 

Euromonitor forecast Latin America to become the next growth market for K-beauty after the United States and Europe.

 

The number of K-beauty brands sold in Brazil's online market increased 159 percent in 2025 from a year earlier.

 

Brazil is Latin America's largest beauty market, with its beauty and personal care market valued at $33.5 billion in 2025, making it the world's third-largest market.

 

"K-beauty is delivering remarkable results based on proven efficacy, differentiated value and digital-first strategies," Euromonitor said. "The next stage of K-beauty's growth will depend on how well brands balance global expansion with local relevance."

 

The survey covered sales on major e-commerce platforms in 17 countries: the United States, Britain, Australia, Brazil, Canada, China, France, Germany, India, Italy, Mexico, the Netherlands, Japan, Poland, the United Arab Emirates, Spain and South Korea.

 

jwc@yna.co.kr

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