1. Title and Overview
K-Beauty, Promising in the U.S. Market Long-Term…“Now is the Opportunity”
Survey Results from 1,000 Consumers Released…Positioning Redefinition and Localization Strategy are Key
It has been reported that K-Beauty is expected to continue stable growth in the U.S. market over the next five years. This forecast, derived from a survey conducted by the Korea Cosmetic Industry Institute among U.S. local consumers, is anticipated to serve as a meaningful reference in the global strategy of the Korean cosmetics industry.
2. K-Beauty’s Entry into the U.S. Market, Now is the Time
Last September, the Korea Cosmetic Industry Institute announced the results of the ‘2025 Overseas Beauty Market Trends Online Survey’, analyzing that “it’s not too late to enter the U.S. market now“. The institute predicts that K-Beauty will grow steadily in the U.S. market over the next five years.
This scenario is possible if an online entry strategy centered around special product ingredients, differentiated functions, and a solid brand concept is well-established.
3. Key Strategy: ‘What to Sell’
Also, it is emphasized that the most important factor to consider when entering the market is not ‘who to sell to’ but rather ‘what to sell’. This implies a need for a positioning strategy that captures both cost-effectiveness and functionality, based on the strengths K-Beauty has shown so far.
4. From Cost-Effectiveness to Premium…Change in Pricing Strategy
Initially noted for its cost-effectiveness during the entry phase, K-Beauty is now redefining brand value through a strategy of raising price points. Some brands are rebranding across the entire online and offline distribution structure, aiming for image enhancement.
5. Local Production System and Long-Term Efficiency
Particularly, if a local production system can be established within the U.S., it can reduce tariff or regulatory burdens, contributing to long-term operational efficiency.
“As brand awareness expands, prices naturally rise, eventually laying the groundwork for entry into a broader market”, explains the institute.
6. Premium Market Entry: Case Studies of Small and Medium Brands
Within this trend, it is notable that some small and medium brands, like Joseon Beauty and Dalba, are maintaining competitiveness and gaining attention in the premium sun care product market.
7. OEM/ODM Capabilities and K-Beauty Image
Another strength of K-Beauty is domestic OEM/ODM manufacturing capabilities. Many overseas brands utilize the Korean manufacturing base for product production while actively leveraging the ‘K-Beauty’ image for market entry and marketing.
8. National Branding of Korean Cosmetics
This structure is evolving into a method that leverages the national brand value of ‘Korean Cosmetics’ beyond simple product quality.
As a result, various global brands fronting K-Beauty are achieving success in existing markets, thereby strengthening the overall position of Korean companies.
“K-Beauty is being perceived as a positive asset in a country most sensitive and fast to trends” could be interpreted within this context.
9. Thorough Local Data Through a Survey of 1,000 People
This survey was conducted online targeting a total of 1,000 female consumers from teenagers to their 40s residing throughout the United States. It includes an analysis of skin condition, concerns, cosmetic usage patterns, purchase channels, and trend awareness, covering the overall beauty experience and preferred ingredients of consumers.
The U.S. has very diverse ethnic compositions and lifestyles, making it essential to go beyond simple export strategies.
10. Necessity and Expected Effects of Regional Specialization Strategies
In this context, the Korea Cosmetic Industry Institute emphasizes that product planning and marketing tailored to each region are essential, beyond simple entry strategies.
“This survey data will serve as a practical foundation for domestic companies to enhance global competitiveness by reflecting the latest trends and consumer needs”, articulates this point.
The growth potential of K-Beauty in the U.S. market requires thorough and useful strategic considerations. YURICO5 provides various resources and experiences that can contribute to such localization and consumer-centric approaches.
