The growth trajectory of K-beauty brands has changed. In the past, brands entered overseas markets through department stores, duty-free shops, and TV advertising. Now, they are establishing brand recognition through social media and short-form content before expanding into domestic and international distribution networks.
According to the Ministry of SMEs and Startups, the export value of small and medium-sized enterprise cosmetics reached $5.07 billion in the first half of this year, marking a 30.7% increase compared to the same period last year and setting a record for the highest first-half performance. Exports to Europe increased by 62.4% year-on-year, while North America saw a 36.8% rise, and emerging markets in Latin America surged by 131.9%.
The global success of small cosmetics brands is attributed to effective marketing through social media. According to e-commerce data firm Charm.io, beauty transactions on TikTok Shop in the U.S. reached $980 million in the second quarter, an 82% increase from the previous year. Home beauty device brand Mediheal recorded $62.8 million in sales, ranking first among beauty brands.
In the U.K. TikTok Shop, K-beauty-related live broadcasts increased by 305% year-on-year as of last month, with product sales rising by about 60% compared to the first quarter. Brands like Mediheal, Dalba, and Dr. Melaxin have established themselves as leading sellers.
A.P.R.'s Mediheal has focused on online marketing since its launch, accumulating consumer data and expanding its business into global markets such as North America, Europe, and Asia.
Tirtir has broadened its global consumer base through social media. Its flagship product, the 'Mask Fit Red Cushion,' gained attention after being reviewed by a Black beauty creator and now offers 45 shades tailored to different skin tones for international markets. Dalba Global also increased brand recognition with its mist serum, which gained popularity on social media as the 'Flight Attendant Mist.'
Anua has expanded into overseas markets with a creator-centric strategy. The number of creators introducing the brand grew from 142 in 2020 to 23,900 in 2025, while related posts increased from 700 to 102,500 during the same period.
The industry has been paying attention to the marketing effectiveness of short-form content. It allows for the intuitive presentation of cosmetic formulations, application, and before-and-after changes in just a brief video. An A.P.R. representative stated, "K-beauty brands excel at conveying product efficacy and before-and-after differences on short-form platforms like TikTok and Instagram, making it easier to persuade overseas consumers to make purchases."
According to a CJ Media report, the 2030 generation identified social media as the primary source for obtaining cosmetic information, with those in their teens and twenties heavily utilizing video channels. 42% of respondents reported purchasing cosmetics after seeing digital ads in the past three months.
Kim Joo-deok, a chair professor in the Beauty Industry Department at Seoul Cyber University, noted, "In the future, companies that do not balance online and offline strategies will face growth limitations. While competition on social media is fierce, the cosmetics industry has lower entry barriers than others, allowing new brands to create ample opportunities online. Especially for early-stage brands, an online-focused strategy is advantageous due to lower capital burdens."
* This article has been translated by AI.
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