[Edaily Reporter KYUNG GYEYOUNG ] K-Beauty is growing rapidly across Europe—not only in France, long considered a leading cosmetics powerhouse, but also in the UK, Germany, and other European countries. Korean companies are accelerating their expansion by partnering with local distribution channels.

According to import-export statistics from the Korea Customs Service released on the 22nd, exports of HANKOOKCOSMETICS skincare and makeup products to the top five European cosmetics markets—Germany, the UK, France, Italy, and Spain—grew by 178% over three years, rising from $160.65 million in 2022 to $447.13 million in 2025. When perfumes, hair care, and body cleansers are included, the total export volume is even larger.

So far this year, from January to May, exports to these five countries totaled $290.78 million, a 76% increase compared to the same period last year. Compared to exports to the United States, which rose 36% to $901.98 million during the same period, the growth in exports to Europe was even more significant. By country, exports to the United Kingdom surged 134% to $155.67 million, while exports to Italy rose 118% to $15.23 million, Germany saw an 88% increase to $46.45 million, and Spain recorded a 40% increase to $25.98 million.

The strong performance of K-Beauty in Europe was also evident in the first-quarter results. APR(278470)reported first-quarter sales of 190 billion won from overseas markets (excluding the U.S., Japan, and Greater China), a 216% increase from the same period last year. It is reported that European sales accounted for the majority of this figure, with the company generating 30 billion won in the UK alone (according to securities firm estimates). AMOREPACIFIC CORPORATION(090430) also saw its first-quarter sales in Europe, the Middle East, and Africa (EMEA) rise by 16% year-over-year to 64.4 billion won, driven largely by its expansion into Europe.

This is interpreted as a sign that K-Beauty is expanding its presence even in Europe—a market dominated by powerful local global brands like L’Oréal—as it is recognized not just for its value for money but also for its technologically advanced products. In a report released late last year, data analysis firm Euromonitor International assessed K-Beauty, stating, “K-Beauty is winning over global consumers with its cutting-edge technology, strong brand positioning, and a proven product lineup at reasonable price points.”

Europe is expected to become a new growth engine for K-Beauty. In a report released last month, the Korea Trade-Investment Promotion Agency (KOTRA) highlighted K-Beauty’s expanding market share in major European countries and identified France, the United Kingdom, Germany, and the Netherlands as promising markets.

Domestic companies are accelerating their push into the European market by leveraging partnerships with influential local distribution channels. This allows them to flexibly adjust their business strategies in response to consumer feedback.

AMOREPACIFIC CORPORATION plans to strengthen its presence in Europe by partnering with major European retail channels—including Boots and Superdrug in the UK—and promoting key brands such as COSRX, Estra, and Innisfree. LG H&H(051900)is also accelerating its expansion into Europe, such as by launching Belif on GlamTouch in the UK. APR plans to further strengthen its online channels—including Amazon and TikTok Shop—following its entry into Sephora stores in 17 European countries with its MediCube brand. SHINSEGAE INTERNATIONAL(031430)is also stepping up its overseas expansion by opening a store for its makeup brand Amuse at the Galerie Lafayette department store in France.

COSMAX, INC.(192820), a cosmetics original design manufacturer (ODM), kicked off its localization strategy in earnest early this year by acquiring a 51% stake in the Italian cosmetics ODM firm Cheminova. Heo Min-ho, Senior Vice Chairman of the COSMAX, INC., who accompanied President Lee Jae-myung on his European tour this month, mentioned during a business roundtable that Italy would serve as a strategic hub for the company’s European operations.

SILICON 2 Co.,Ltd.(257720), a cosmetics distributor, plans to lead the expansion of K-Beauty’s reach by expanding its logistics warehouse last year, following the establishment of logistics and distribution infrastructure in Poland in 2023. SILICON 2 Co.,Ltd. explained, “Among European markets, the UK and Eastern Europe show promising growth potential for K-Beauty,” adding, “We plan to continue expanding our business by investing in major retail channels such as Boots, Superdrug, and Lookfantastic.”

Park Jong-dae, an analyst at Hana Securities, noted, “In the first quarter, export figures for all major European export markets—including the UK, Poland, and the Netherlands—saw a change in the leading digit, and this trend is likely to continue into the second quarter,” adding, “Europe could become the largest export market for cosmetics this year.”