Beauty
Retail
10/21/25
Tracking K-Beauty’s Rise: Retail, Product, and Consumer Trends
report summary
The K-Beauty category continues to evolve rapidly in the U.S., shaped by shifting consumer preferences, expanding retailer participation, and growing product diversity. Once considered a niche segment, K-Beauty has now become a core part of the broader beauty landscape, influencing innovation across skincare and makeup alike.
Download our latest report for a breakdown of K-Beauty’s 2025 performance, highlighting retailer trends, top product categories, and emerging shopper segments.
K-Beauty has rapidly transitioned from a niche segment to a key growth driver in the U.S. beauty market. This report highlights how category sales have expanded across leading retailers, which products are leading growth, and how shopper demographics are shifting.
What’s in the Report
- K-Beauty category growth across online and in-store channels
- Retailer-level performance for Amazon, Ulta, Sephora, Kohl’s, and TikTok Shop
- Top-performing skincare and makeup subcategories, including serums and foundations
- Demographic trends showing stronger engagement from Millennial and Gen X shoppers
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