When Esther Lee, a marketing agency owner from Los Angeles, learned about potential 25 percent tariffs on South Korean imports, she and her husband rushed online to buy a year’s supply of Korean beauty favorites, including eyeliners and sunscreens. Their “bulk buy” was three times their usual spending and ran into hundreds of dollars, mirroring a trend among many K-beauty fans across the U.S.
The panic began when President Trump announced plans for tariffs, which caused many fans to look for ways to secure their favorite beauty products, fearing increased costs. Social media influencers like Taylor Bosman Teague have amplified this frenzy, sharing their large hauls with followers and expressing their determination to not miss out.
The K-beauty industry has been thriving, buoyed by the popularity of South Korean culture such as K-pop and K-dramas. Recent data shows that South Korea's cosmetic exports hit an impressive $5.5 billion in the first half of 2025, a 15% increase compared to last year. Amorepacific, the largest beauty company in Korea, noted a remarkable 40% rise in its overseas sales.
With consumers eager to keep their beauty routines intact as tariffs threaten to change the game, the K-beauty craze shows no signs of slowing down!
