Automobiles and smartphones might be among South Korea's top exports to the United States, yet few items have garnered a more enthusiastic following than the country's beauty products.
K-beauty, a term encompassing a diverse array of skincare, makeup, and cosmetics from South Korea, is celebrated for its quality and affordability, leading to a significant rise in demand in recent years.
The global fascination with South Korean culture has also contributed to the increased popularity of its cosmetic products.
Pearl Mak, a US-based individual, shares with the BBC that her friends introduced her to K-beauty items. According to the 27-year-old graphic designer, South Korean serums are more compatible with her skin than certain Western brands, which tend to be harsher.
Currently, she states, "95% of my skincare consists of K-beauty products."
Ms. Mak's preference for South Korean skincare brands is shared by many others. Americans reportedly spent around $1.7 billion (£1.3 billion) on K-beauty products in 2024, according to industry estimates, reflecting an increase of over 50% compared to the previous year.
K-beauty items are often more attractively priced than those from Western brands and include ingredients that are less commonly found in the West, such as heartleaf and snail mucin.
Recently, US President Donald Trump has implemented a 15% import tax on goods traded between South Korea and Washington.
While this is lower than the 25% tariff Trump had previously threatened, many consumers are opting to be cautious.
US K-beauty retailer Santé Brand experienced a nearly 30% increase in orders in April, immediately following Trump's announcement of significant US import duties affecting most countries.
"When the tariff news broke, customers began to strategize on how to cope with the situation," remarked Cheyenne Ware, the founder of Santé Brand, in an interview with the BBC.
"Shoppers are bracing for uncertainty."
Another K-beauty retailer, Senti Senti, has been increasing product orders since Trump began his tariff threats, according to manager Winnie Zhong.
This week, she received notifications from suppliers advising retailers to "stock up before tariffs take effect."
Both retailers indicated that the prices of K-beauty items are expected to rise as the taxes increase costs throughout the industry.
"Anyone who claims prices will remain stable over the next two years is misguided," states Ms. Ware.
Price increases are inevitable, especially for smaller beauty product sellers on platforms like Amazon, who operate on narrow profit margins, according to economist Munseob Lee from the University of California San Diego.
Despite rising prices, the global allure of South Korean culture suggests that K-beauty products are likely to continue being sought after in the US, he adds.
"Occasional buyers may be deterred by the heightened prices, but loyal fans will struggle to find suitable alternatives."
Ms. Zhong concurs. She believes that customers will still desire K-beauty products, though price hikes may lead them to buy fewer items than before.
Higher prices probably won't deter Ms. Mak from purchasing her favorite products.
"It really depends on how much the price increases, but for now, I'm willing to spend more for the same products," she remarks.
'No easy alternative'
According to business consultant Eyal Victor Mamou, larger K-beauty brands are in a far better position to manage the financial impact of tariffs compared to their smaller competitors based in South Korea.
These bigger companies can avoid significant price increases for their customers since they operate with higher profit margins, he notes.
However, smaller K-beauty brands that produce their goods in South Korea will find it challenging to control costs, adds Mr. Mamou.
"It will take some time for the effects to be felt, as most products currently available have already been produced at existing prices, but we will soon see the implications unfold."
Recently, President Trump has reached agreements with Japan and the European Union that will impose the same 15% tariffs on their exports to the US as those on South Korea.
This means that countries housing some of the largest cosmetics brands in the world will face the same tariffs as the K-beauty sector.
A key goal of Trump's trade policies is to encourage more manufacturing within the United States.
However, it remains to be seen if this shift will lead American consumers to choose domestic beauty products.
Ms. Mak expresses that she does not find US-made products to be appealing substitutes.
"I do often look for alternatives made in America, but I haven't discovered any that are as effective as what I currently use. Therefore, I wouldn’t opt for American products at this time.
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