K-beauty exports to the US overtook China in 2025 for the first time, making the United States the largest export market for South Korean cosmetics. South Korea’s Ministry of Food and Drug Safety said shipments to the U.S. rose 15.1% year on year to $2.19 billion, while exports to China fell 19.2% to $2.01 billion.
Export Shift Reshapes K-Beauty Priorities
South Korea’s total cosmetics exports reached a record $11.43 billion in 2025, up 12.3% from the previous year. The same government data showed exports reached 202 countries, up from 172 in 2024, pointing to broader market diversification beyond East Asia.
Japan ranked as the third-largest destination at $1.1 billion, while the top 10 markets accounted for about 70% of total exports. The data suggests K-beauty’s international growth is becoming less concentrated in China than it was during the previous decade. This final sentence is an inference based on the 2025 export breakdown.
China’s Weakness Meets Wider Global Reach
The decline in exports to China comes as South Korean beauty companies continue to face a tougher operating environment there. At the same time, stronger demand in the U.S. and wider geographic diversification are helping offset that pressure at the industry level. This final sentence is an inference based on the reported export data.
For Dewsia readers, the significance is strategic. The U.S. is no longer just a growth market for K-beauty; it is now its largest external market by value, which changes how brands, distributors, and retailers may think about future channel priorities. This final sentence is an inference based on the 2025 export ranking.
