Prime Highlights
- NIQ reported that global K-Beauty value sales increased 53% year over year.
- Strong demand across Europe, North America, Latin America and the Middle East continues to drive global growth.
Key Facts
- NIQ is a global consumer intelligence and market research company.
- K-Beauty products include skincare categories such as sheet masks, serums, essences and acne patches.
Background
K-Beauty continues to strengthen its position in the global beauty industry, with value sales rising 53% year over year and 131% over the past two years, according to a new report by market research firm NIQ. The report, K-Beauty Goes Global, says Korean beauty products are changing consumer preferences, driving faster product innovation and increasing competition across international markets.
The report depicts high demand in major regions. Searches for K-Beauty on TikTok Shop in the UK were up 125% in 2025. Across the UK, the US, Spain and Germany, value sales of K-Beauty brands on the platform grew 430% compared with the previous year.
Growth also remained strong in other markets. Brazil recorded a 135% increase in value sales, while Canada reached sales of USD164 million, up 57% year over year. In Western Europe, K-Beauty value sales grew 58%, with Korean brands accounting for around 10% of online skincare sales and reaching up to 20% in markets such as Italy, Spain and France. The Middle East also recorded 76% growth in K-Beauty e-commerce.
NIQ said the category’s success reflects changing consumer habits. Products such as sheet masks, serums, essences and acne patches have become part of everyday skincare routines. Ingredient-focused products featuring snail mucin, Centella Asiatica and PDRN have also gained wider acceptance.
The report said K-Beauty is setting new standards for affordable, high-performance products and faster innovation. It added that future growth is expected to come from expansion into wellness and haircare, along with stronger demand in high-growth markets such as Latin America and the Middle East.
