U.S. emerges as K-beauty firms' top overseas market, Europe gains ground

▲ Foreign customers look at Korean cosmetics products at a local cosmetics and skincare store in Seoul. (Yonhap)

SEOUL, May 11 (Yonhap) -- Overseas sales of major South Korean beauty companies are increasingly shifting toward the United States, while Europe is emerging as a new growth driver amid declining dependence on China, industry data showed Monday.

According to industry officials, first-quarter overseas performances of Amorepacific, LG Household & Health Care and APR showed a clear trend of shrinking exposure to China and expanding business in the United States and Europe.

Amorepacific diversifies overseas portfolio with growth in Americas, Europe

Amorepacific posted 497.1 billion won (US$356 million) in overseas sales for the January-March period, up 5.9 percent from a year earlier.

Although sales in Greater China fell 13.5 percent, the company achieved balanced growth in the Americas, up 11.1 percent; other Asian markets, up 15 percent; and Europe, the Middle East and Africa (EMEA), up 16.5 percent, further diversifying its regional portfolio.

North America is solidifying its position as a key market, driven by the expansion of e-commerce channels and a multi-brand portfolio strategy.

Earlier this year, Amorepacific selected KATSEYE, the Korea-U.S. girl group jointly launched by HYBE, as a global ambassador. In March, the company also officially entered the North American market by launching IOPE products both online and offline through Sephora, the world's largest beauty retail channel.

The company plans to gradually expand the number of brands and product categories available overseas while advancing its business with a focus on derma cosmetics and high-performance skincare products over the mid to long term.

▲ Foreign customers look at Korean cosmetics products at an event venue in Seoul in 2025. (Yonhap)

Growth in the EMEA region was largely driven by Europe.

Core brand COSRX expanded its stable customer base through optimized distribution strategies and partnerships with major retailers, while Aestura secured new growth momentum by entering multiple European markets.

Amorepacific said it confirmed particularly strong growth in Britain and Western Europe during the first quarter.

LG Household & Health Care sees sharp North American growth despite weakness in China, Japan

LG Household & Health Care posted 540.8 billion won in overseas sales in the first quarter, up just 0.9 percent from a year earlier, showing relatively stagnant overall growth.

Regional performances, however, varied sharply.

Sales in North America surged 35 percent on-year to 168 billion won, supported by solid growth of key brands, including Dr.Groot, Belif and CNP, expanded digital channels and increased sales through Costco.

The company said Costco, where its products were introduced last year, has become a key sales channel accounting for more than half of North American revenue, while online sales through Amazon and TikTok continue to grow.

The company also secured a foothold for expansion into premium retail channels through its launch at Sephora in March and began introducing products in new categories at Costco from late March.

By contrast, first-quarter sales in China fell 14.4 percent.

With sales in China totaling 178.8 billion won, only slightly higher than North American sales of 168 billion won, North America could emerge as the company's largest market as early as next quarter if current trends continue.

Sales in Japan declined 13 percent from a year earlier.

LG Household & Health Care attributed the decline partly to a high base effect after its color cosmetics brand Hince, operated by subsidiary VIVAWAVE, significantly boosted sales last year by entering all FamilyMart convenience stores across Japan.

Excluding that effect, the company said brands such as VDL and Euthymol continued solid growth, while the number of offline retail outlets expanded sharply from 550 to 3,200 over the past year.

APR posts explosive overseas growth led by U.S., Europe

APR recorded the steepest overseas growth among the three companies, with overseas sales soaring 179.9 percent on-year to 528.1 billion won in the first quarter.

Sales in the United States jumped 251 percent to 248.5 billion won, accounting for 41.9 percent of total quarterly revenue.

APR said its flagship brand Medicube boosted both brand awareness and new customer acquisition through rising market share in Amazon's beauty category and expanded offline distribution through Ulta Beauty.

The company added that strong local demand for key products, including its PDRN line, toner pads and beauty devices, combined with the global popularity of K-beauty, fueled explosive growth in the U.S. market.

APR products are also scheduled to enter Costco and Walmart stores in the second and third quarters of this year.

Sales in other overseas markets surged 216.1 percent thanks largely to strong growth in Europe.

Britain led the growth, while France, Germany, Italy and Spain also posted meaningful gains. Sales through online channels such as Amazon and TikTok rose sharply beginning in the first quarter.

Japan also maintained strong growth through both online and offline channels, as demand for skincare and home beauty products continued beyond seasonal trends.

"The structure of overseas sales is shifting away from China-centered growth toward diversification into the United States, Europe and Southeast Asia," an industry official said. "Europe is still in the early stages, but its rapid growth suggests it could become a key market over the mid to long term."

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