K-Beauty Makeup Exports Grow 8.7%, U.S. Surges 45% and Asian Markets Diversify

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K-Beauty Makeup, U.S. Surges 45% as China and Japan Hold the Top Two Spots ②

Makeup Exports Grow 8.7% in April 2026

The domestic color cosmetics industry is entering a new phase of growth, building on solid demand from its traditional core markets of China and Japan while achieving rapid expansion in the U.S. market and diversifying into emerging Asian markets.

Market Growth Led by the United States and Japan

According to import and export statistics from the Korea Customs Service, total exports of domestic makeup cosmetics reached 83.17 million dollars as of April 2026, an 8.7% increase compared with the same period last year. This amounts to about 111 billion won, proving that global competitiveness in the color cosmetics sector has strengthened further. The most notable point in this performance analysis is the overwhelming market dominance of the top three countries, China, Japan, and the United States.

Combined exports to these three countries totaled about 52.5 million dollars, accounting for 63.1% of total makeup exports. By country, the U.S. market showed a clearly outstanding growth trend.

Exports to the United States surged by 45.1% from 7.17 million dollars in the same period last year to 10.4 million dollars, surpassing the monthly export milestone of 10 million dollars for the first time ever.

Japan, a traditional stronghold for K-Beauty, also continued its steep upward trend, supported by the ongoing popularity of Korean culture and the spread of idol makeup trends in the local market. Exports to Japan increased 24.1% year on year to 20.2 million dollars, closely trailing China, the largest export market.

Remarkable Progress in Emerging Asian Countries

Another key feature of this quarterly performance is the rapid rise of emerging markets in Southeast Asia and the Greater China region. Countries that previously remained outside the top 10 achieved significant progress, entering the upper ranks as local consumer demand for color cosmetics increased.

Specifically, Vietnam ranked sixth among export destinations with 1.73 million dollars, Hong Kong ranked seventh with 1.7 million dollars, and Taiwan successfully entered the top 10 with 1.24 million dollars. This rise of emerging countries appears to be the result of Korean color makeup trends spreading through social media and translating into actual purchasing behavior among young local consumers.

Slower Performance in Some Distribution Channels and Countries

Even amid the overall growth trend in the global market, a clear polarization in performance is being observed depending on each country’s distribution environment and local conditions. France, a center of European beauty, fell sharply from its previous fifth place to ninth, recording only 1.44 million dollars, down 62.0% year on year.

Singapore, one of the major hubs in Asia, also recorded a disappointing result, staying in eighth place with 1.65 million dollars, down 41.0% compared with the previous year. In addition, countries that had previously shown strength, such as the United Arab Emirates, Thailand, and Estonia, were pushed out of the top 10 by the growth of emerging Asian countries. In contrast, Poland and Russia maintained relatively stable stagnation trends, with changes of -2.3% and -3.6%, respectively.

Securing a Stable Export Structure Through Diversification

Moving away from the existing concentrated market structure and building a diversified portfolio is a key factor in assessing the sustainable growth of K-Beauty going forward. The two powerful pillars of the United States and Japan are driving export growth, while emerging countries in Southeast Asia and the Greater China region are serving as strong supports. As a result, the industry is evaluated to have established a stable export ecosystem that is resilient to external risks by reducing excessive dependence on specific countries.

Closing

In the global cosmetics market, domestic color cosmetics are building a solid foundation for growth through diversified distribution channels and country-specific strategies. If continuous research and development and stronger brand awareness follow, their position in the global market is expected to become even more secure.

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