Korean beauty products reached an estimated $2 billion in sales in the United States in 2025, according to a report released on April 6. The popularity of these products has expanded into major retailers across Western markets.
The rise of Korean beauty, often called K-beauty, is notable for its impact on women’s skincare routines and consumer choices. Experts say that social media has played a significant role in promoting these trends and increasing their visibility among American consumers.
Dr. Jenny Banh, a professor at Fresno State who researches Asian American culture worldwide, said the phenomenon can be attributed to both social media influence and the qualities of K-beauty products themselves. “[There are] effective, non-toxic and affordable K-beauty products in the market,” Banh said during a video interview.
Banh’s research includes examining topics such as Korean women’s skin care practices and the global spread of K-pop culture. The growth of K-beauty reflects broader cultural influences from Asia that are shaping trends beyond cosmetics.
The video interview with Dr. Banh was produced by Jeffrey Phillips.
