The U.S. beauty landscape has a new leader. In 2024, Korean cosmetics imports hit $1.7 billion, officially surpassing France. This is the the result of a deliberate, multi-phase market entry.
K-beauty’s first wave in the early 2010s was defined by education. Brands and curators like Soko Glam introduced American consumers to entirely new concepts: BB creams, essences, and the famed 10-step routine. This shifted the focus from mere coverage to dedicated skincare rituals.
But the real catalyst for mainstream dominance has been synergies. The explosive global popularity of K-dramas and K-pop created a powerful cultural halo, making Korean beauty ideals aspirational. Social media, especially TikTok, then provided the direct conduit. Viral trends like “glass skin” transformed niche products, such as cushion compacts and snail mucin, into must-haves.
Today, the conversation has matured beyond novelty. The second K-Beauty wave is rooted in perceived efficacy and innovation, with superior sunscreens and barrier-repair formulas winning consumer trust.
K-beauty is no longer a separate category but is now fully integrated into the American beauty regimen, having successfully shifted the market’s very definition of results-driven care.