As U.S. tariffs loom, a notable trend has emerged within the beauty industry: a significant number of American consumers are stocking up on Korean beauty products, anticipating a spike in prices. Esther Lee, a 32-year-old marketing professional from Los Angeles, shared her experience of purchasing a year's supply of Korean eyeliners and sunscreens—an order triple the usual quantity that cost them hundreds of dollars.
The frenzy began in April when President Trump declared that sweeping tariffs would be imposed on South Korea's exports to the U.S., stirring anxiety among fans of K-beauty. Although the president later paused these tariffs to allow for negotiations, he reintroduced the threat in early July, indicating a potential 25% tariff on a wide range of goods from South Korea and Japan if an agreement is not reached by August 1.
This fear of increased prices has resonated heavily within the K-beauty sector, an industry that has witnessed remarkable growth alongside the popularity of K-pop and K-drama. According to the Ministry of Food and Drug Safety, South Korean cosmetic exports reached a record $5.5 billion in the first half of this year, marking a nearly 15% increase compared to the same period in 2024. The beauty giant Amorepacific has reported an impressive 40% growth in overseas sales in the last year, indicating that the K-beauty wave continues to make significant strides on the global stage.
Social media influencers are also joining the buying trend, posting their bulk purchases to thousands of followers. Many consumers feel uncertain about the future of Korean beauty products in the U.S., leading to a sense of urgency to secure their favorite items before any price increases take effect. As the tariff deadline nears, it’s clear that the resilient demand for K-beauty is intertwined with the overarching narrative of trade relations and consumer sentiment.
