Shifts and future steps for K-beauty exports
South Korean cosmetics exports hit a new high last year, according to statistics from the Ministry of Food and Drug Safety (MFDS).
Cosmetics exports in 2025 exceeded USD11.43bn, a 12.3% increase from the previous year’s USD10.18bn, with the largest export destination shifting from China to the US.
Since rising to second place in 2021, the share of K-beauty exports to the US has steadily increased. Last year, exports to the US reached USD2.186bn, a 15.1% increase from the previous year and accounted for 19.1% of total cosmetics exports.
Exports to China fell 19.2% to USD2.014bn while Japan remained in third place, with exports increasing 5% to USD1.087bn.
Notably, the number of export destinations increased by 30 to 202 countries from 2024 to 2025. In particular, exports increased in Europe, the Middle East, and Latin America.
For example, France’s exports rose 73.6% and the UK by 54.7%. The UAE and Poland saw increases of 69.7% and 111.7% respectively, newly joining the top 10 exporting countries.
In terms of product category, basic cosmetics made up the largest share (USD8.54bn), accounting for 74.7% of total exports. Colour cosmetics increased by 12% and personal care products by 27.3%. Meanwhile, fragrances saw the highest growth, rising by 46.2% year-on-year.
Considering the growing demand for safety assessments in major markets like the US and China, the MFDS will gradually introduce a safety assessment system in Korea, starting from 2028.
Additionally, local manufacturing and quality control standards will be aligned with ISO 22716, the international standard for Good Manufacturing Practices (GMP) for cosmetics.
The AI Cosbot, a chatbot that provides information such as local and foreign cosmetic regulations and prohibited ingredients using generative AI technology, will also be enhanced to strengthen the global competitiveness of K-beauty.
The MFDS said that it will expand cooperation with overseas regulatory agencies and continue communication with the industry to support the stable distribution of domestic cosmetics in foreign markets.
Olive Young joins hands with Sephora
South Korea’s leading beauty and wellness retailer CJ Olive Young has announced a strategic partnership with Sephora, as part of its broader efforts to support the international expansion of high-potential K-beauty brands and elevate its presence as a global retail platform.
Through the partnership, Olive Young will collaborate with Sephora to curate dedicated K-beauty zones, which will be rolled out across both offline and online channels. This concept is set to reflect Olive Young’s expertise in brand incubation, trend-driven curation, and data-backed merchandising.
Starting from the second half of 2026, these Olive Young-curated K-beauty zones will be introduced at Sephora stores across North America (US and Canada) and key global markets including Singapore, Malaysia, Thailand, and Hong Kong.
Expansion into the Middle East, the UK, and Australia is expected to take place in 2027.
The partnership represents an important milestone in Olive Young’s long-term global strategy, as it prepares to open its first physical store in Los Angeles this May.
Beyond retail expansion, the company looks to continue positioning itself as a platform that identifies, nurtures, and scales brands, connecting their domestic success with growing global consumer demand.
The K-beauty zones will present Olive Young’s point of view on K-beauty to a broader audience, while creating scalable pathways for Korean brands to establish a sustainable presence across international markets.
Restructuring yields results for Mediheal
Dermacosmetic brand Mediheal has been named the top brand in total sales at Olive Young for a second consecutive year (2024-2025), beating more than 3,000 brands and becoming the first to achieve this twice since the retailer’s founding in 1999.
Touted as the Korean equivalent of Ulta and Sephora, performing well at Olive Young is seen as a strong indicator of global relevance and long-term consumer trust.
“Success at Olive Young is especially meaningful because it is where consumers discover K-beauty trends first. The performance of our Madecassoside line validates our product strategy as we look ahead to 2026, and reinforces our focus on scaling proven innovation from Korea to the US and other global markets,” said Johanna Kim, CEO and creative director of Mediheal.
Since 2009, Mediheal’s core product lines, including toner pads, serums and sheet masks, have driven its growth in the US and across the globe. To date, the brand has sold more than 3.3bn sheet masks and over 32m toner pads worldwide.
During the Black Friday and Cyber Monday period, its Retinol Collagen Eye Patch ranked first in Amazon’s “Movers & Shakers in Beauty & Personal Care” category, a designation that highlights the fastest-rising products based on sharp gains within a 24-hour period.
These results have been attributed to a company-wide brand transformation and organisational restructuring over the past three years, driven by new leadership and a renewed focus on agility.
Specifically, Mediheal has boosted its ability to respond to rapid market changes with innovative product development, data-driven and nimble marketing strategies, and a disciplined, strategic approach to distribution.
ANUA enters KPop Demon Hunters’ universe
As KPop Demon Hunters expands beyond the screen, ANUA previously teased about an upcoming collaboration — a year-long, multi-phased campaign — with the popular Netflix show.
It includes the launch of a selection of products, comprising collagen sheet masks, acne patch and sunscreens, which will be progressively introduced starting from February 1.
This partnership is set to explore emotional storytelling, global youth culture, character-inspired concepts, bringing immersive touchpoints and beauty experiences to consumers around the world.
Inspired by the film’s iconic moments, the campaign reframes skin care as both protection and empowerment.
According to ANUA, this project offers fans of the series new ways to connect with the characters and themes they love, bridging fandom and skin care in a way that “has never been seen before”.
“KPop Demon Hunters has ignited a cultural wave that continues to rise across the globe. At ANUA, we believe beauty is most meaningful when it connects to inner balance and emotional awakening.
“This collaboration allows us to merge those values with a universe that resonates deeply with fans everywhere. We cannot wait to share what we’ve been building,” said Seon Hyeong Yi, CEO of ANUA.