[Edaily Reporter KYUNG GYEYOUNG ] HANKOOKCOSMETICS continued its growth momentum by reducing its reliance on China and capitalizing on its popularity in the U.S. and Europe.

According to global market intelligence firm Euromonitor International on the 13th, the global online market size for K-Beauty reached $15 billion last year, a 22% increase from the previous year. This figure is based on a survey of online sales of K-Beauty products in 17 major countries, including South Korea.

K-Beauty’s digital-first strategy and strong demand in the U.S. and Europe were cited as key drivers of this growth. Kayla Villena, Global Beauty Insights Manager at Euromonitor, stated, “K-Beauty is no longer defined by specific export markets or regions,” adding, “K-Beauty brands are achieving remarkable results based on proven efficacy, differentiated value, and a digital-first strategy.”

Looking at the regional breakdown of sales, the U.S. accounted for the largest share at 54%. Considering that this figure stood at 20% in 2022, it has nearly doubled over the past three years. Europe’s share expanded from 3% in 2022 to 10% last year, while China’s share shrank from 66% to 21% over the same period.

Online platforms were the driving force behind K-Beauty’s growth in the U.S. and Europe. This was because not only traditional powerhouses— AMOREPACIFIC CORPORATION(090430), and LG H&H—but also indie brands were able to create more opportunities by combining strong product messaging with e-commerce strategies.

In particular, TikTok Shop has emerged as a major channel for consumers to discover and purchase K-Beauty products. According to Euromonitor, TikTok Shop rose to become the seventh-largest online beauty retailer in the U.S. last year, and its sales in the beauty and personal care sector grew from under $100 million in 2023 to over $900 million last year.

Euromonitor has identified Latin America as the next growth driver for K-Beauty. This is because consumer interest in the Latin American market has recently shifted from color cosmetics to skincare.

According to Euromonitor, in Brazil—Latin America’s largest beauty market as of 2025—the number of K-Beauty brands sold online increased by 159% compared to 2024. The survey also revealed that Brazilian consumers’ trust in K-Beauty and their awareness of unique ingredients are on the rise.

Manager Viena analyzed, “The next phase for K-Beauty depends on how well brands strike a balance between global expansion and local relevance,” adding, “To seize growth opportunities, brands must possess not only thorough market data but also the ability to enter markets swiftly and establish clear positioning.”