Editor’s Note
**Editor’s Note:** This article examines the surging demand for Korean cosmetics in the U.S., highlighted by the massive crowds at Olive Young’s debut. We explore the cultural and market forces driving this trend.
Rising Popularity of Korean Cosmetics in the United States
18/07/2026 14:23:50
Written by: Islam El-Sakka
The increasing number of shoppers outside Korean cosmetics stores in the United States indicates a notable rise in consumer interest in these distinctive products. When the brand “Olive Young” opened its first branch in the U.S. in late May, crowds grew significantly. Lines stretched several blocks, and approximately 6,000 visitors flocked to the store during the opening weekend. The branch now receives over 1,600 visitors daily.
This enthusiasm has had a broader impact on the overall trend of Korean cosmetics consumption, signaling the start of a “second wave.” Anna Mayo, a beauty expert at NielsenIQ, confirmed that consumer interest in Korean products has grown over the years, driven by an increasing desire for more effective skincare routines focused on skin health.
Projections indicate that sales of Korean cosmetics in the U.S. will reach $2.8 billion by early 2026, an increase of nearly 48% from the previous year. This rapid growth reflects a rise in the number of American households using these products, with the percentage climbing to 28.7% in the latest annual period.
Morgan Stanley analyst Simeon Gutman expects the growth trajectory for Korean cosmetics to continue, suggesting that sales could reach approximately $4 billion by 2026. This is due to the rising popularity of Korean beauty culture and American consumers’ desire for skincare products.
Marketing in U.S. shopping centers has been reshaped, with brands now primarily discovered through social media platforms like TikTok and Instagram, greatly facilitating purchases. Kate Sabaj, Vice President of Leasing at Westfield Garden State Plaza, explained that this trend reflects a radical shift in how consumers discover brands.
Additionally, stores like Sephora have partnered with Olive Young to offer Korean cosmetics to customers, while Ulta Beauty is preparing to capitalize on this growing trend. Ulta’s CFO reported that the skincare segment has seen remarkable growth, with exceptional performance from Korean beauty products.
Despite these achievements, brands face challenges such as the impact of pricing on average spending in the skincare category. Lower prices for Korean cosmetics could potentially put pressure on market pricing. On the other hand, major retailers like Target and Costco have begun increasing their presence in the Korean cosmetics market, enhancing opportunities to attract a broader audience.
Some experts believe that the successful experience of Korean cosmetics could facilitate the entry of products from other countries, such as China and Japan, into the U.S. market, as consumers have shown interest in products they have not tried before.