In brief
U.S. shoppers are stocking up on Korean beauty products like eyeliners and sunscreens in anticipation of a 25% tariff on imports from South Korea. Influencers are showcasing their purchases on social media, while South Korean cosmetic exports reached an all-time high of $5.5 billion in the first half of the year.
As Americans brace for potential tariff increases, a wave of consumer activity is sweeping through the Korean beauty market. With President Trump's looming threat of a 25% import tax, many U.S. shoppers are turning to online retailers to stockpile their favorite Korean cosmetics and skin-care products. Esther Lee, a marketing agency owner from Los Angeles, found herself buying triple her typical amount of eyeliners and sunscreens, spending hundreds of dollars on her haul.This trend comes as influencers across platforms like TikTok share their bulk purchase experiences, echoing the sentiments of many K-beauty enthusiasts. “The future is uncertain, but there is one thing I am certain about,” declared influencer Taylor Bosman Teague to her followers while unveiling her latest skincare inventory. Her enthusiasm typifies the growing anxiety over the potential price increases.The panic-buying trend started in April when President Trump proposed sweeping tariffs on South Korean imports, but negotiations paused the implementation. However, the situation escalated when Trump threatened to uphold a 25% tariff on nearly all South Korean and Japanese goods if an agreement wasn't reached by August 1.This heightened anxiety has sent ripples through the thriving K-beauty sector, fueled by the ongoing popularity of K-pop and K-dramas. According to South Korea's Ministry of Food and Drug Safety, cosmetic exports soared to $5.5 billion in the first half of this year, almost a 15% increase compared to the same period in 2024. Amorepacific, Korea's leading beauty firm, reported a staggering 40% growth in overseas sales in the past year, illustrating the buoyant nature of the industry amid looming threats of tariffs.
