K-Beauty model posing with popular products                                                               K-Beauty Store

K-Beauty: The Rise of a Multibillion Dollar Industry

BY DRISHYA NISHANTH & RITIKA ANNAMANENI

JANUARY 31, 2026

  A quarter into the 21st century, countless advancements have been made to increase consumption habits. From planned obsolescence to the blind box phenomenon, consumerism has become increasingly prevalent in an already saturated economy. Recently, the rise of the skin-care industry, particularly, K-Beauty, has contributed to this growth.

As of 2023, the K-Beauty industry was valued at over $100 billion, with projections estimating growth to nearly $187 billion by 2030. This expansion is largely driven by an increase in exports, especially to the United States, where sales continue to rise.

EBHS Senior Ayaan Hossain said, “I notice that when you say South Korea the first thing that comes to people’s minds is K-beauty and glass skin. I think this really helps strengthen South Korea’s reputation.”

The growth of this industry can be largely attributed to its quick innovation and scientific approach. Many products emphasize ingredients that are marketed as natural yet effective. One popular example is Snail Mucin 92 Cream by COSRX, which contains snail secretion filtrate, and is being promoted as highly hydrating for the skin. In the United States, much of K-Beauty’s popularity stems from South Korea’s global cultural influence, particularly through social media. Since the 2010s, the rise of K-pop and K-dramas has also driven interest in Korean beauty and skin care routines.

EBHS Senior Samiha Rahim said, “I’ve seen many K-pop idols act as ambassadors for K-beauty brands, pushing these products further into the main stream.”

This influence is especially prominent among younger generations, including Gen Z and Millenials. K-Beauty is also known for its preventative focus, which encourages American consumers to invest in products due to the widespread belief that signs of aging are undesirable. Many Korean actors and idols are recognized for a youthful or ‘glass skin’ appearance, which further appeals to audiences in the United States.

Although there are positives to this fast growing industry, including increasing awareness of skin health, there are also concerns surrounding overconsumption and misleading promotion. Social media often contributes to the overhyping of products that do not meet their perceived value.

There is also a broader social issue associated, specifically colorism. This social construct has been rooted within the history of Korea and other Asian countries, with pale skin being considered more valued and beautiful, despite being largely out of an individual’s control.

EBHS Junior Madeline Nonestied said, “I think a lot of K-beauty’s success comes from really good marketing. It can also create insecurities, because people start believing they’ll look like the models promoting the products, but in reality, only a small percentage of people naturally look like that. Celebrities usually have entire teams to help them look effortlessly perfect.”

While K-beauty faces ongoing criticism, many cosmetic and skin-care companies are aware of their impact on Western audiences and are working to become more inclusive. Brands such as TirTir, for example, expanded their shade range after facing criticism from content creator, Miss Darcei.

Overall, K-beauty continues to develop innovative concepts that appeal to a wide range of consumers. If the industry addresses issues such as overconsumption, unrealistic beauty standards, and colorism, it has the potential to expand even further.