How K-beauty is revolutionizing skincare in India and the US
If you thought Korean beauty products were just a cool Amazon find, think again! These brands have finally stepped out of your phone screen and into some of the biggest US retail giants like Walmart, Target, Costco, Sephora, and Ulta Beauty-the latter affectionately called the "Olive Young of America," which is basically Korea's largest beauty store.
Ulta recently added 13 fresh Korean brands to its shelves, including skincare gems like VT Cosmetics and Neogen, as well as trendy makeup brands like Kaja and Rom&nd.
This surge is no accident. Ulta teamed up with Landing International to make K-beauty more accessible across the country. Unlike Sephora, known for top-tier luxury, Ulta offers a wide range of affordable to premium products, hitting the sweet spot for Gen Z shoppers.
In fact, half of Ulta's female customers are from Gen Z. Even Warren Buffett's Berkshire Hathaway took notice, buying a significant stake in the company last year.
But with rising competition in the US beauty market, Ulta is doubling down on Korean brands to keep its glow.
Why Korean Cosmetics Are Winning Over the US Market
South Korea has become the top cosmetics exporter to the US, outpacing France with a staggering $1.7 billion (~₹13,800 crore) worth of products shipped last year.
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Even more impressive? K-beauty exports climbed 18% in just the first half of 2025. The secret sauce isn't just the products-they're made viral on TikTok and YouTube, turning Korean brands into must-haves for the social media-loving youth.
Retailers are responding: Target plans to expand its K-beauty section from 1,600 to almost 2,000 stores by the end of the year, while Sephora and Walmart keep adding more Korean items.
Even though a new 25% tariff on Korean imports kicks in from August 1, Korean manufacturers aren't backing down. Companies like Kolmar Korea and Cosmax have already started local production in the US, and Amorepacific is even considering building a factory.
That's some serious dedication!
What This Means for You in Your Skincare Game
With Korean products popping up everywhere, finding your perfect skincare routine or bold makeup look just got easier and more exciting.
Korean beauty is known for high quality without the crazy price tag, making it a win-win for young professionals or students balancing budgets. The boom means more choices, so you can experiment with confidence without emptying your wallet.
For young shoppers in India, this growth is especially exciting because Indian and Korean beauty trends share a love for natural ingredients and innovative skincare hacks. Whether you're in Mumbai or New York, being part of the global K-beauty wave connects you with a huge community of beauty lovers all chasing that perfect glow.
The Beautiful Connection Across Cultures
From scrolling through Instagram tutorials in Mumbai to binge-watching K-beauty vlogs in Seoul or swiping Korean products off shelves in New York, beauty passion is universal. Korean beauty's growing presence in US stores is a vivid reminder of how culture, style, and skincare obsession blends worldwide. Just as Indian youth find pride blending rich traditions with modern trends, the K-beauty wave speaks the universal language of glowing skin and confidence.
At the end of the day, beauty isn't just about what you put on your face-it's about the joy of trying something new and discovering what truly makes you feel good.
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