US outpaces China as largest K-beauty online market with 51% share

Europe’s share rose to 11% from 3% in 2022.

The US became the largest market for K-beauty online sales in the first three quarters of 2025, accounting for about 51% of global demand and overtaking China, according to Euromonitor International.

Euromonitor said global K-beauty online sales had reached 86% of total 2024 levels by the end of the first nine months of 2025, reflecting continued momentum in cross-border e-commerce despite uneven regional performance.

China, previously the leading K-beauty online market, recorded declining sales during the period, Euromonitor said. The firm attributed the slowdown to intensified competition from domestic C-beauty brands and shifting consumer preferences in the market.

Europe increased its share of global K-beauty online sales to about 11%, up from 3% in 2022, led by the UK and Germany, according to Euromonitor. In Japan and Australia, online K-beauty sales in the first nine months of 2025 reached 86% and 94% respectively of their full-year 2024 totals.

Euromonitor said the data shows a shift in K-beauty online demand towards Western markets, alongside changes in product positioning and consumer interest in clinically positioned skincare, beauty devices and wellness-linked products.