South Korea's cosmetics exports reached 7 billion dollars during the first half of 2026, a 27.3% increase compared to the same period last year and the best historical result recorded for a first half. The figure confirms the international strength of K-beauty and points to a new annual record after exports reached 11.4 billion dollars in 2025.
The growth is accompanied by a transformation in the international map of Korean cosmetics. The United States remains the main destination, with exports worth 1.45 billion dollars, a 41.5% year-on-year increase and 20.7% of the total. China, traditionally one of the largest markets for K-beauty, occupied the second position with 1.01 billion dollars, a 6.6% decrease. Japan was third, with 580 million and a growth of 5.9%.
Geographical diversification is also gaining strength in Europe. The United Kingdom, the Netherlands, and Poland registered increases of over 70% in their purchases of Korean cosmetics during the first half, according to data collected by Personal Care Insights.
Skincare leads growth
Skincare continues to be the main driver of exports. The category generated 5.48 billion dollars in the first half, approximately 78% of the total and 25% more than a year earlier. This advance occurs as Korean brands expand their presence on major international platforms and retailers, from Amazon to Sephora and Ulta Beauty.
Growth is also closely linked to smaller brands. Cosmetics exports from South Korean SMEs reached 5.07 billion dollars, a 30.7% year-on-year increase, according to the Ministry of SMEs and Startups. Cosmetics also accounted for 7.9% of all exports from Korean SMEs during the period.
This evolution reflects a significant change for the industry: the international success of K-beauty no longer depends exclusively on a few large groups, but on an increasingly broad ecosystem of independent brands, manufacturers, and suppliers.
United States gains weight against China
In the first five months of 2026, cosmetics had already become the main export product within South Korea's five major consumer goods categories, even ahead of agricultural and fishery products. The international expansion also comes amid strong growth in Korean exports in general. During the first half of the year, the country's total exports increased by 48.4%, to 496.7 billion dollars, while cosmetics grew by 27.2%.
The combination of skincare, independent brands, retail expansion, and geographical diversification is turning Korean cosmetics into one of the most relevant growth engines in international beauty trade.