South Korean beauty products, widely celebrated for their innovation and affordability, are now under pressure as US President Donald Trump imposes new import tariffs.
The K-beauty industry, known for skincare staples such as serums, sheet masks, and creams infused with unique ingredients like snail mucin and heartleaf, has built a devoted following across the United States. Americans spent an estimated $1.7 billion on South Korean beauty products in 2024, marking a more than 50 percent increase from the previous year.
However, the latest move by the US government has cast a shadow over this growth. President Trump has announced a 15 percent import tax on South Korean goods, including cosmetics, as part of broader tariffs that also apply to exports from Japan and the European Union.
Though lower than the previously threatened 25 percent, the 15 percent levy is already prompting shifts in consumer and retailer behavior. Santé Brand, a K-beauty retailer based in the US, reported a nearly 30 percent spike in orders in April as buyers rushed to stock up. Founder Cheyenne Ware says shoppers are trying to prepare for price hikes, adding, “Anyone telling you prices will stay flat through the next two years is naive.”
Another retailer, Senti Senti, confirmed receiving supplier alerts urging bulk orders before the tariffs take full effect. Store manager Winnie Zhong said the company has already begun ordering more inventory to brace for expected cost increases.
According to University of California, San Diego economist Munseob Lee, smaller online sellers, particularly those on platforms like Amazon, will be hardest hit. “These businesses work with slim profit margins and will be forced to raise prices,” he said.
Despite this, demand for K-beauty may remain resilient due to the continued global appeal of Korean culture. Many fans, like 27-year-old graphic designer Pearl Mak, say they are willing to absorb the cost. “Ninety-five percent of my skincare is made up of K-beauty products,” said Ms Mak. “I’m willing to pay more to purchase the same products.”
Industry observers believe large Korean cosmetics companies, with higher profit margins and broader international reach, may withstand the tariffs more effectively. Business consultant Eyal Victor Mamou noted that these firms can delay price increases and protect customer loyalty in the short term.
Still, smaller K-beauty manufacturers based in South Korea are likely to face financial strain. “It will take some time to take effect since most goods being sold now were already commissioned at current prices, but we’ll see it play out soon,” Mamou explained.
Whether or not American consumers will switch to US-made skincare products remains uncertain. Ms Mak, for one, remains loyal. “I do search for American-made alternatives often, but I have yet to find any that are as effective,” she said.
As tariffs roll out and cost structures shift, the true impact on the K-beauty industry will unfold in the months ahead.
Paraluman P. Funtanilla
Paraluman P. Funtanilla is Tutubi News Magazine's Marketing Specialist and is a Contributing Editor. She finished her degree in Communication Arts in De La Salle Lipa. She has worked as a Digital Marketer for start-up businesses and small business spaces for the past two years. She has earned certificates from Coursera on Brand Management: Aligning Business Brand and Behavior and Viral Marketing and How to Craft Contagious Content. She also worked with Asia Express Romania TV Show.
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
- Paraluman P. Funtanilla
