US Media: South Korean beauty products are becoming a mainstream consumer trend in the United States.
South Korean beauty retailer Olive Young saw daily foot traffic exceed 1,600 people at its first U.S. store opened in California this year, reaching as high as 6,000 visitors during its opening weekend, and plans to continue expanding in the American market.
According to NielsenIQ data, South Korean beauty sales in the U.S. are expected to reach $2.8 billion by early 2026, marking a year-on-year increase of approximately 48%, with growth accelerating further from nearly 45% in the previous year, and household penetration rate rising to 28.7%.
Morgan Stanley analysts forecast that South Korean beauty sales in the U.S. could reach around $4 billion by 2026, driven by the rise of Hallyu (Korean Wave) culture and increasing consumer demand for functional skincare products. Sephora has partnered with Olive Young to introduce Korean beauty products, while brands such as Medicube and Peach & Lily under Ulta Beauty have performed well. Target has also significantly expanded its Korean beauty SKUs, introducing over 150 new products.
However, analysts note that Korean beauty products typically carry lower price points than premium skincare items, potentially exerting downward pressure on average category pricing—especially affecting young consumers' willingness to upgrade their spending habits.
Original article: toutiao.com/article/1871069579172876/
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