Move over, USA! South Korea just surged ahead as the world's second-largest cosmetics exporter. We’re not surprised, because who doesn’t love beauty products that promise healthy, dewy, glass-skin?
Thanks to the Hallyu wave, or the K-culture wave, across the globe, South Korea has surpassed the United States in the export of beauty products worldwide, trailing only France.
On Monday, The Korea International Trade Association (KITA) reported that South Korea had exported $3.61 billion (AED 13.26 billion) in beauty products in the first quarter of 2025.
The United States, in comparison, had exported $3.57 billion (AED 13.12 billion) in beauty products during the same period, from January to April.
This marks a significant shift from last year, when South Korea's cosmetic exports reached $10.3 billion (AED 37.83 billion), making it the third-largest exporter, ahead of Germany. In 2024, while France and the US saw modest growth, South Korea's exports surged by 20.3 per cent.
K-beauty’s growth in numbers
K-beauty's growth continues into the current year, with monthly exports consistently increasing. South Korea exported $750.8 million (AED 2.76 billion) in beauty products in January, $885.9 million (AED 3.25 billion) in February, $939.9 million (AED 3.45 billion) in March, and $1.03 billion (AED 3.78 billion) in April.
As K-beauty aims for further expansion, it strongly targets emerging markets in Europe and the Middle East, including Poland, Ireland, Belgium, and the United Arab Emirates.
KITA data indicates strong export growth in these countries between January to May. Exports to Poland from January to May surged 121 per cent to $111.8 million (AED 410.68 million), up from $50.4 million (AED 185.15 million) a year earlier, while exports to the UAE rose 74 per cent to $99.3 million (AED 364.79 million), up from $57 million (AED 209.49 million) over the same period.
Top K-beauty brands in the UAE
Product placements in K-dramas and social media trends have increased consumer awareness of K-beauty products, their quality and effectiveness. While precise market share data for individual brands is often proprietary, several brands are consistently highlighted as popular and top selling in the region, particularly in the UAE.
Here are some of the most popular K-beauty brands in the Middle East:
COSRX: This brand is highly popular for products like the Advanced Snail 96 Mucin Power Essence, Niacinamide, and Low pH Good Morning Gel Cleanser. Consumers in the Middle East appreciate the brand for its focus on addressing specific skin concerns like acne and hydration.
Beauty of Joseon: This brand has gained significant traction for its Hanbang-inspired skincare, or products with traditional Korean herbal medicines. Products like the Relief Sun: Rice + Probiotics sunscreen and Glow Deep Serum: Rice + Alpha-Arbutin are often cited as best-sellers.
Laneige: Known for its hydration-focused products, Laneige’s Water Sleeping Mask and Lip Sleeping Mask are cult favourites in the region.
Innisfree: Using ingredients from Jeju Island, this nature-inspired brand is also very popular in the Middle East. The Green Tea Seed Serum and Volcanic Pore Clay Mask are two of its popular products.
SOME BY MI: This brand is known for its problem-solving skincare lines, which target acne and skin texture concerns. Particularly popular is its AHA BHA PHA 30 Days Miracle Toner line.
The Face Shop: One of Korea's pioneer beauty brands, The Face Shop maintains strong recognition and sales in the Middle East.
Missha: Another well-established brand with a strong presence in make-up and skincare. Their M Perfect Cover BB Cream is well-loved in the region.
Anua: The Anua Heartleaf line has gained popularity for its soothing and calming properties, appealing to those with sensitive or irritated skin.
SKIN1004: This brand is increasingly recognised for its effective and gentle formulations, particularly the Madagascar Centella Ampoule. The brand focuses on the use of Centella Asiatica, an herbaceous plant known to be rich in fatty acids and antioxidants that help hydrate and soothe skin and relieve symptoms associated with dryness.
TIRTIR: The brand recently made a significant splash in the UAE market, and even held a K-beauty roadshow at Dubai Festival City Mall. TIRTIR is known for its inclusive range of 40 shades of cushion foundation, appealing to customers with diverse skin tones in the region. Their Mask Fit Red Cushion is a notable best-seller.
Medicube: The brand is loved for its AGE-R home beauty devices and their skincare lines, such as the Collagen Night Wrapping Mask and Zero Pore Pads.
The demand for K-beauty in the Middle East is driven by its focus on elaborate skincare routines, anti-ageing, and hydration. The use of natural ingredients also resonates well with consumers. Some Korean brands are also focusing on developing halal-certified products, catering to the specific needs of the region.
