South Korea’s beauty industry kept accelerating in 2023 as online sales reached about 8.3 trillion KRW, about 45% of the total market. At the same time, exports climbed to 9.5 billion USD, while buyers back home shifted too, with 55% of men aged 18 to 34 purchasing beauty products online in 2023 compared with 38% in 2020. Below is the full set of Korea beauty statistics behind these changes, from skincare habits to global shipment destinations.
Key Takeaways
- In 2023, 68% of South Korean women aged 20-39 reported using skincare products daily, with an average spend of 45,000 KRW per month.
- 72% of Gen Z consumers in South Korea prefer K-beauty brands for their innovative packaging, according to a 2023 survey of 5,000 respondents.
- Average annual beauty expenditure per capita in South Korea stood at 420,000 KRW in 2023, highest among OECD countries for skincare.
- South Korea's cosmetics exports totaled 9.5 billion USD in 2023, a 15.2% increase from 2022.
- China imported 42% of South Korea's beauty exports in 2023, valued at 4.0 billion USD.
- US market share of K-beauty imports grew to 1.8 billion USD in 2023, up 20% YoY.
- Amorepacific led with 28% share of South Korea's beauty exports in 2023, exporting 2.7 billion USD.
- LG H&B's market cap reached 5.2 trillion KRW in 2023, fueled by The History of Whoo brand.
- Cosmax, a key K-beauty OEM, reported 1.8 trillion KRW revenue in 2023, up 14%.
- In 2023, the South Korean beauty and personal care market was valued at approximately 18.5 trillion KRW, reflecting a compound annual growth rate (CAGR) of 7.2% from 2019 to 2023.
- The K-beauty segment within South Korea's cosmetics market accounted for 62% of total sales in 2022, driven by innovative skincare products.
- Revenue from color cosmetics in South Korea surged to 2.8 trillion KRW in 2023, up 12% from the previous year due to post-pandemic makeup trends.
- Skincare products dominated with 52% market share in K-beauty innovations launched in 2023, focusing on biotech ingredients.
- Ampoules and essences segment grew 28% in 2023, with 1,200 new formulations introduced in South Korea.
- Vegan beauty products in South Korea saw 35% YoY increase in launches, totaling 450 SKUs in 2023.
K-beauty demand is surging in 2023, boosted by strong online growth, exports, and innovation.
Related reading
01 · Category
Consumer Demographics & Behavior20 stats
01
In 2023, 68% of South Korean women aged 20-39 reported using skincare products daily, with an average spend of 45,000 KRW per month.
02
72% of Gen Z consumers in South Korea prefer K-beauty brands for their innovative packaging, according to a 2023 survey of 5,000 respondents.
03
Average annual beauty expenditure per capita in South Korea stood at 420,000 KRW in 2023, highest among OECD countries for skincare.
04
55% of South Korean males aged 18-34 purchased beauty products online in 2023, up from 38% in 2020.
05
In a 2023 poll, 81% of South Korean consumers aged 25-44 prioritized 'clean beauty' ingredients in their purchases.
06
64% of working women in Seoul spend over 10 minutes daily on skincare routines, per 2023 Mintel survey of 2,500 participants.
07
Repeat purchase rate for sheet masks among South Korean teens (13-19) reached 78% in 2023.
08
47% of South Korean consumers over 50 incorporated anti-aging serums into daily routines in 2023.
09
Social media influence drove 59% of beauty purchases among 18-24 year olds in South Korea in 2023.
10
73% of South Korean beauty consumers read ingredient lists before buying, highest in Asia per 2023 ACI survey.
11
76% of South Korean millennials (born 1981-1996) use 10+ step skincare routines daily in 2023.
12
62% of rural South Korean women prefer affordable K-beauty dupes over luxury in 2023 survey.
13
Teens aged 15-19 spent average 25,000 KRW monthly on makeup in 2023.
14
69% of South Korean beauty buyers influenced by K-pop idols in 2023.
15
Sustainability concerns affected 54% purchase decisions among 30-49 age group in 2023.
16
Live streaming sales influenced 48% of beauty buys for ages 20-29 in 2023.
17
83% of high-income South Koreans (>10M KRW/month) buy premium imports alongside K-beauty.
18
Allergy-free claims swayed 71% of parents buying kids' beauty products in 2023.
19
58% of seniors (60+) adopted tech like apps for personalized beauty advice in 2023.
20
Custom-blended foundation demand rose 40% among diverse skin tone users in 2023.
Interpretation
Consumer Demographics & Behavior Interpretation
In South Korea’s consumer demographics and behavior, high daily engagement is clear as 68% of women aged 20 to 39 use skincare every day while 55% of men aged 18 to 34 buy beauty products online, signaling that both traditional and digitally minded shoppers are driving a consistently strong demand.
02 · Category
Exports & Global Reach19 stats
01
South Korea's cosmetics exports totaled 9.5 billion USD in 2023, a 15.2% increase from 2022.
02
China imported 42% of South Korea's beauty exports in 2023, valued at 4.0 billion USD.
03
US market share of K-beauty imports grew to 1.8 billion USD in 2023, up 20% YoY.
04
K-beauty products entered 120 new countries in 2023, with Southeast Asia accounting for 35%.
05
EU imports of Korean cosmetics reached 650 million EUR in 2023, driven by clean beauty demand.
06
Vietnam was the fastest-growing export market for K-beauty at 28% growth, 750 million USD in 2023.
07
Japanese consumers bought 1.2 billion USD worth of Korean skincare in 2023.
08
E-commerce platforms drove 60% of K-beauty exports to North America in 2023.
09
Korean beauty exports to the Middle East hit 450 million USD in 2023, led by UAE.
10
K-beauty exports to India surged 32% to 280 million USD in 2023.
11
Australia imported 350 million AUD of Korean beauty goods in 2023.
12
Brazil's K-beauty imports doubled to 150 million USD in 2023.
13
K-beauty share in global TikTok beauty trends reached 25% in 2023.
14
Thailand hosted 50 K-beauty pop-up stores, boosting exports by 22% to 600M USD 2023.
15
UK retail sales of K-beauty hit 200 million GBP in 2023.
16
K-beauty e-exports via Amazon global rose 45% to 900M USD 2023.
17
Africa (excl. Middle East) K-beauty exports grew 18% to 120M USD 2023.
18
Korean beauty firms established 120 overseas subsidiaries in 2023.
19
The Face Shop brand exported to 65 countries, 800M USD revenue 2023.
Interpretation
Exports & Global Reach Interpretation
South Korea’s cosmetics exports climbed to 9.5 billion USD in 2023 and expanded reach across new markets, with China taking 42% at 4.0 billion USD and Vietnam posting the fastest growth at 28% to 750 million USD, showing how K-beauty is widening its global footprint beyond its biggest buyers.
03 · Category
Industry Players & Investments18 stats
01
Amorepacific led with 28% share of South Korea's beauty exports in 2023, exporting 2.7 billion USD.
02
LG H&B's market cap reached 5.2 trillion KRW in 2023, fueled by The History of Whoo brand.
03
Cosmax, a key K-beauty OEM, reported 1.8 trillion KRW revenue in 2023, up 14%.
04
Private equity investments in Korean beauty startups totaled 500 billion KRW in 2023.
05
ABLE C&C's Kolmar Korea generated 1.1 trillion KRW from contract manufacturing in 2023.
06
Cariver Beauty (Clio) IPO raised 1.2 trillion KRW valuation in 2023 listing.
07
Number of K-beauty startups funded reached 250 in 2023, average investment 2 billion KRW.
08
Miin Cosmetics expanded production capacity by 30% in 2023 with 100 billion KRW investment.
09
R&D spending by top 10 Korean beauty firms averaged 8% of revenue in 2023.
10
Hapdan Beauty's acqusition of local brands cost 300 billion KRW in 2023.
11
Lotte Group's beauty division revenue hit 6.5 trillion KRW in 2023.
12
Pepta Tech raised 150 billion KRW in Series C for peptide tech in 2023.
13
Sulwhasoo's global sales contributed 40% to Amorepacific's 4.3T KRW total 2023.
14
Intercos Korea invested 200B KRW in new Gangwon factory 2023.
15
3CE by Stony Cosmetics achieved 500B KRW sales via China exports 2023.
16
Beauty R&D centers in Korea numbered 450, employing 25,000 in 2023.
17
M&A deals in K-beauty sector totaled 45, value 1.2T KRW in 2023.
18
Dr.Jart+ brand valuation reached 1.5T KRW after Estee Lauder acquisition growth 2023.
Interpretation
Industry Players & Investments Interpretation
In Korea’s beauty industry, major players and investors clearly dominated 2023 with Amorepacific holding 28% of beauty exports at 2.7 billion USD and private equity pouring 500 billion KRW into startups, while suppliers like Cosmax earned 1.8 trillion KRW and contract manufacturers such as Kolmar Korea brought in 1.1 trillion KRW.
More related reading
04 · Category
Market Size & Revenue18 stats
01
In 2023, the South Korean beauty and personal care market was valued at approximately 18.5 trillion KRW, reflecting a compound annual growth rate (CAGR) of 7.2% from 2019 to 2023.
02
The K-beauty segment within South Korea's cosmetics market accounted for 62% of total sales in 2022, driven by innovative skincare products.
03
Revenue from color cosmetics in South Korea surged to 2.8 trillion KRW in 2023, up 12% from the previous year due to post-pandemic makeup trends.
04
Online sales of beauty products in South Korea represented 45% of total market revenue in 2023, totaling around 8.3 trillion KRW.
05
The premium beauty segment in South Korea grew by 15.4% YoY in 2023, reaching 4.1 trillion KRW in market value.
06
South Korea's total cosmetics production value hit 12.7 trillion KRW in 2022, with skincare comprising 55% of output.
07
Duty-free beauty sales in South Korea amounted to 3.2 trillion KRW in 2023, boosted by tourist influx.
08
The natural and organic beauty market in South Korea expanded to 1.9 trillion KRW in 2023, a 22% increase YoY.
09
Men's grooming products market in South Korea valued at 1.2 trillion KRW in 2023, growing at 10.5% CAGR since 2018.
10
Fragrance segment revenue in South Korea reached 850 billion KRW in 2023, with 18% YoY growth.
11
In 2023, the South Korean beauty market saw a 9.1% YoY growth to 19.1 trillion KRW overall.
12
Hair care segment valued at 3.4 trillion KRW in South Korea 2023, 11% growth.
13
Clean beauty sales hit 2.5 trillion KRW in 2023, 25% CAGR from 2019.
14
Department store beauty sales recovered to 4.8 trillion KRW in 2023 post-COVID.
15
Functional cosmetics under MFDS approval generated 7.2 trillion KRW in 2023.
16
Baby beauty products market in Korea reached 650 billion KRW in 2023.
17
Nail care segment grew to 450 billion KRW, 16% YoY in 2023.
18
Body care products revenue at 2.1 trillion KRW, up 13% in 2023.
Interpretation
Market Size & Revenue Interpretation
In 2023, South Korea’s beauty market reached about 18.5 trillion KRW, and with online sales at roughly 8.3 trillion KRW and premium products climbing to 4.1 trillion KRW, the Market Size and Revenue picture shows that growth is being driven by both digital channels and higher end segments.
05 · Category
Product Innovation & Segments20 stats
01
Skincare products dominated with 52% market share in K-beauty innovations launched in 2023, focusing on biotech ingredients.
02
Ampoules and essences segment grew 28% in 2023, with 1,200 new formulations introduced in South Korea.
03
Vegan beauty products in South Korea saw 35% YoY increase in launches, totaling 450 SKUs in 2023.
04
Sunscreen innovations with SPF 50+ PA++++ accounted for 40% of new skincare releases in 2023.
05
K-beauty cushion compacts evolved with 25% of 2023 launches featuring refillable tech for sustainability.
06
Fermented ingredient-based products surged 42% in patent filings by Korean firms in 2023.
07
Lip sleeping masks category expanded with 180 new products in 2023, emphasizing hydration tech.
08
Multi-functional BB creams represented 22% of color cosmetics innovations in South Korea 2023.
09
Probiotics in skincare formulations tripled in Korean product launches from 2020 to 2023.
10
Customizable beauty devices for home use launched 95 new models by Korean brands in 2023.
11
Pitera-like fermented extracts featured in 35% of new K-beauty serums launched 2023.
12
Glass skin essences with hyaluronic acid variants hit 520 launches in Korea 2023.
13
Eyelash serums with peptides grew 50% in Korean market introductions 2023.
14
Sustainable packaging in 28% of K-beauty launches, using 100% PCR plastic in 2023.
15
Microbiome-balancing creams debuted 210 new formulas by Korean labs in 2023.
16
LED mask devices for home use sold 1.2 million units in Korea 2023.
17
Waterless beauty products launched 150 SKUs, reducing water use by 70% in 2023.
18
Exosome tech in anti-aging creams patented 45 times by Korean firms 2023.
19
Hybrid makeup-skincare products comprised 19% of new color cosmetics in 2023.
20
Blue light protection sunscreens rose 60% in formulations released 2023 Korea.
Interpretation
Product Innovation & Segments Interpretation
In 2023, K-beauty innovation under product and segment strategy leaned heavily into high performance skincare, with skincare owning 52% of launches and SPF 50+ PA++++ driving 40% of new releases, while fast growth in ampoules and essences (+28%), vegan offerings (+35% to 450 SKUs), and refillable cushion technology (25% of launches) showed consumers and brands rewarding targeted, sustainable, and next-gen formulations.
report visual · Key figures
Korea Beauty Industry Snapshot: Adoption, Online Influence, and Spending
K-beauty habits are driven by daily routines and strong online/social influence, while spending levels and category preferences highlight where demand concentrates.
68%
In 2023, 68% of South Korean women aged 20-39 reported using skincare products daily, with an average spend of 45,000 KR
55%
55% of South Korean males aged 18-34 purchased beauty products online in 2023, up from 38% in 2020.
59%
Social media influence drove 59% of beauty purchases among 18-24 year olds in South Korea in 2023.
420,000
Average annual beauty expenditure per capita in South Korea stood at 420,000 KRW in 2023, highest among OECD countries f
52%
Skincare products dominated with 52% market share in K-beauty innovations launched in 2023, focusing on biotech ingredie
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Elif Demirci. (2026, February 13). Korea Beauty Industry Statistics. Gitnux. https://gitnux.org/korea-beauty-industry-statistics
MLA
Elif Demirci. "Korea Beauty Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/korea-beauty-industry-statistics.
Chicago
Elif Demirci. 2026. "Korea Beauty Industry Statistics." Gitnux. https://gitnux.org/korea-beauty-industry-statistics.
Sources & references
92 datasets cited across this report · attribution is report-level
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