Since the U.S. introduction of BB cream in 2011, Korean beauty (K-Beauty) has transformed skincare routines worldwide, establishing itself as a major player in the beauty sector. This growth represents not just a trend but a cultural phenomenon driven by the increasing global appeal of Korean culture, including K-Pop, K-Drama, and K-Food.
Today, one of the pioneers of K-Beauty’s initial wave, Sarah Chung Park, Founder and CEO of Landing International, is releasing a new report titled “The Second Wave of K-Beauty.” This report aims to shed light on the current landscape of K-Beauty, its influence on North American consumers, and the growth opportunities available for retailers.
Drawing on proprietary insights from industry leaders like Spate, ClearForMe, and Landing’s own platform, this report provides exclusive, data-driven analysis that can’t be found elsewhere. It covers K-Beauty’s rapid global growth, including the rise of K-Culture and the strong presence of K-Beauty on platforms like Amazon and TikTok.
The Rise of K-Beauty
K-Beauty has captured consumer attention with its innovative formulations and focus on natural ingredients, appealing particularly to millennials and Gen Z who seek effective, affordable beauty products. The global K-Beauty market has seen tremendous growth, valued at approximately $91.99 billion in 2022, with North America contributing about $3.8 billion. Projections indicate significant expansion in the U.S. market, expected to exceed $9.9 billion by 2032.
Inside the Report:
- Defining K-Beauty: An exploration of what sets K-Beauty apart and its global appeal.
- The U.S. K-Beauty Market: A detailed analysis of market dynamics and future growth potential.
- The Influence of K-Culture: Insights into how K-Food, K-Dramas, K-Movies, and K-Pop have propelled K-Beauty’s worldwide popularity.
- Opportunities in the Second Wave: Identifying growth areas in haircare, color cosmetics, body care, and fragrance.
- Trends in the U.S. vs. Korea: A comparison of K-Beauty trends across both markets.
- Top K-Beauty Brands on Amazon and TikTok: A spotlight on leading brands and products within digital marketplaces.
About Landing International Inc.
Landing International acts as a global growth partner in the beauty industry. With strong retail relationships, the company introduces global beauty brands to new markets through effective storytelling, sales, and services. Recognized as one of Fast Company’s Most Innovative Companies in Beauty, Landing is the leading builder of the K-Beauty category in the U.S. and beyond.
About Sarah Chung Park
Sarah Chung Park, the founder and CEO of Landing International Inc., is a trailblazer in K-Beauty’s initial wave. Often referred to as the “Godmother of K-Beauty,” Sarah founded Landing in 2012 and has successfully launched over 180 Korean beauty and wellness brands—including COSRX, Isntree, Hanskin, and Klairs—into major retailers such as Ulta, Target, Dermstore, Nordstrom, and JCPenney.
In April 2016, Landing brought COSRX to the U.S. market, leading its expansion into more than 15 retailers. The following year, Landing established the K-Beauty prestige section at Ulta Beauty. With a keen ability to spot emerging trends, Sarah’s expert curation and connections have made her a significant force in the industry, contributing to over $160 million in sales.
