TikTok-fueled K-beauty boom triggers a retail race in the U.S.

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K-Beauty News Brief

Summary

K-beauty is experiencing a massive “second wave” in the U.S., driven by TikTok virality and aggressive retail expansion. Sales are projected to exceed $2 billion in 2025, growing over 37% and far outpacing the general beauty market. Major retailers like Ulta, Sephora, Walmart, and Costco are in a fierce competition to capture this booming market.

Key Points

  • Explosive Growth: U.S. K-beauty sales are forecast to top $2 billion in 2025, a 37%+ increase from 2024. South Korea is now the leading cosmetics exporter to the U.S., surpassing France.
  • Retail “Arms Race”: Ulta, Sephora, Walmart, and Costco are rapidly expanding K-beauty assortments and exclusive launches to capitalize on demand.
  • TikTok as Central Engine: Social media, especially TikTok, is the primary discovery tool for Gen Z and millennial shoppers, with #Kbeauty garnering hundreds of millions of weekly views.
  • The “Second Wave”: More inclusive than the first wave (mid-2010s), it now spans color cosmetics, hair care, fragrance, and tech devices, catering to diverse skin tones.
  • Rapid Innovation & Risks: An intensely competitive domestic market in Korea fuels constant product innovation. However, heavy reliance on TikTok for virality poses risks from algorithm changes.
  • Trade War Impact: While tariffs caused initial concern, brands have largely absorbed costs to keep U.S. prices stable, though they are exploring alternative supply chains.

K-Beauty 新闻简报

摘要

韩国美妆（K-beauty）在美国正经历巨大的”第二波”热潮，由TikTok病毒式传播和零售商的积极扩张所推动。预计2025年销售额将超过20亿美元，增长超过37%，远超整体美妆市场增速。Ulta、Sephora、Walmart和Costco等主要零售商正在展开激烈竞争，以抢占这个蓬勃发展的市场。

关键要点

  • 爆炸性增长：美国K-beauty销售额预计在2025年将超过20亿美元，较2024年增长37%以上。韩国现已超过法国，成为对美国最大的化妆品出口国。
  • 零售”军备竞赛”：Ulta、Sephora、Walmart和Costco正在迅速扩大K-beauty产品阵容并争取独家发售，以满足需求。
  • TikTok成为核心引擎：社交媒体，尤其是TikTok，是Z世代和千禧一代消费者的主要发现渠道，#Kbeauty标签每周获得数亿次观看。
  • “第二波”热潮：比第一波（2010年代中期）更具包容性，现已涵盖彩妆、护发、香氛和科技美妆设备，并迎合多样化的肤色需求。
  • 快速创新与风险：韩国国内市场竞争异常激烈，推动了持续的产品创新。然而，对TikTok病毒式传播的严重依赖也带来了算法变化的风险。
  • 贸易战影响：虽然关税引发了最初的担忧，但品牌方已基本消化了成本以保持美国市场价格稳定，不过许多品牌正在探索替代的供应链方案。

Original Article Link: https://www.cnbc.com/2025/11/27/k-beauty-tiktok-makeup.html

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