Korea is taking share of a US beauty import market that isn't growing
Korea's share of US beauty-preparation imports has risen three years running while the total has barely moved.
US imports of beauty, make-up and skin-care preparations (customs heading HS 3304) came to $4.31 billion in January–July 2024, $4.35 billion in 2025 and $4.35 billion in 2026, according to US Census Bureau data.
Over the same months, imports from Korea rose from $918 million to $1.03 billion to $1.15 billion. Korea's share went from 21.3% to 23.8% to 26.5%.
With the total flat, Korea's gain came from other supplying countries, which together shipped $3.40 billion, then $3.32 billion, then $3.20 billion over the same months.
For a Korean brand pitching a US retailer, the argument isn't that the category is growing. It is that Korean products are winning within it.
Sources
- US Census Bureau, international trade data, general imports, HS 3304, January–July 2024–2026
The K-Beauty Plug, 'Korea is taking share of a US beauty import market that isn't growing', September 27, 2026, https://www.kbeautyplug.com/record/notes/korea-share-flat-market-2026-09