American consumers of Korean cosmetics have started buying in bulk as looming tariffs raise fears of increased prices. Shoppers like Esther Lee, a marketing agency owner from Los Angeles, have significantly increased their orders, purchasing large quantities of eyeliners and sunscreens.
The buying frenzy originated in April when President Trump announced potential tariffs on South Korean imports. Although the tariffs were initially suspended for negotiations, a renewed threat of a 25 percent tariff on South Korean and Japanese goods was announced for early July. This uncertainty has led many K-beauty fans to rush online to stock up on their favorite products.
Social media influencers are amplifying this trend, sharing their extensive shopping hauls with followers. Taylor Bosman Teague, a popular TikTok user, recently expressed her determination to maintain her skincare routine despite the potential for price hikes. "I am not willing to lose certain Korean skin-care products," she stated in a post that resonated with her half a million followers.
In the first half of the year, South Korean cosmetic exports surged to a record $5.5 billion, nearly 15 percent higher than the same period in 2024, according to the Ministry of Food and Drug Safety. Major companies like Amorepacific reported a remarkable 40 percent increase in overseas sales. The booming popularity of Korean beauty products coincides with the global influence of K-pop and K-dramas, further driving American consumer interest in these goods.
