How K-beauty is revolutionizing skincare in India and the US

Korean beauty has officially moved beyond being an aesthetic Amazon find—it’s now all over US store shelves. Major retailers like Walmart, Target, Costco, Sephora, and Ulta Beauty are all jumping on the K-beauty wave. Ulta just dropped 13 new Korean brands like VT Cosmetics, Neogen, Kaja, and the viral fave Rom&nd. They even teamed up with Landing International to bring these cult products closer to shoppers nationwide. No wonder half of Ulta’s female shoppers are Gen Z—it hits the sweet spot between budget and bougie.

Meanwhile, South Korea has outpaced France to become the top cosmetics exporter to the US, shipping $1.7 billion worth last year. Exports rose 18% in just the first half of 2025. TikTok and YouTube made these products go viral, and now retailers are racing to keep up—Target’s expanding its K-beauty range to 2,000 stores. Even a 25% import tariff starting August isn’t stopping the glow; brands like Kolmar and Cosmax are starting US production, and Amorepacific might build a factory too.

Bottom line? K-beauty’s not just trending—it’s transforming how we shop, glow, and connect across cultures.
*This news has been published on Times of India on 24th July 2025

 

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