South Korea: Korean beauty positive thought reason global 2025| ��ƽ��

Main positive aspects for consumers' impression of Korean beauty products worldwide in 2025

Characteristic	Share of respondents
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Release date

May 2026

More information

Region

North America, South Korea, Central and South America

Survey time period

November 13 to December 12, 2025

Number of respondents

12,905 worldwide

Age group

15-59 years old

Special properties

people who experienced South Korean beauty content

Method of interview

Online panel

Supplementary notes

Surveyed countries and territories include China, Japan, Vietnam, Taiwan, Thailand, Malaysia, Indonesia, India, Kazakhstan, Singapore, Australia, the Philippines, United States, Canada, Brazil, Argentina, Chile, Mexico, France, England, Italy, Spain, Germany, Russia, Turkey, Poland, United Arab Emirates, Saudi Arabia, Egypt, and South Africa.

Original question: "What do you think positively influences the impression of Korean beauty products in your country?"

Citation formats

According to a survey on the positive aspects of consumers’ impression of Korean beauty products (K-beauty) worldwide in 2025, around **** percent of the respondents answered that the effectiveness and good quality of Korean products were the main positive aspects of consumers’ impression of Korean beauty products.

Growing popularity

The demand for Korean cosmetics has continued to grow in recent years, which is reflected in the increasing market size of the cosmetics industry. In a survey, it was found that the popularity of Korean beauty products was the highest among other countries and territories in Asia. The exports of beauty products in South Korea have gradually increased throughout the years.

Importance in appearance

The majority of South Koreans believe that their physical appearance is important, as a survey showed in 2020. Considering that self-image is considered to be important, many Korean people enjoy indulging themselves with beauty products. Domestic beauty brands are widely favored, and as of LG Household and Health Care, and the Amorepacific Group were the leading beauty conglomerates, both operating a large number of beauty brands and cosmetics.