[Editor’s Note]
Since 2022, Beauty Economy has conducted monthly analyses of export data based on statistics from the Korea Customs Service, covering total export values and country-level figures across eight major product categories, including basic skincare. Through this ongoing effort, the publication has contributed to tracking structural changes and long-term trends in K-beauty exports.
[Part 1] K-Beauty Skincare Export Trend Analysis: April 2025 vs April 2026
K-beauty skincare exports posted strong growth in April 2026, moving beyond a simple recovery phase into a clear expansion cycle.
According to Korea Customs Service data, total exports reached $563.2 million, up 30.7% year-over-year from $430.8 million in April 2025, reflecting accelerating global demand.
K-beauty exports are undergoing a major structural shift, with the United States emerging as the largest market while Europe continues to expand its role in global demand.
According to Korea Customs Service data, the sharp increase confirms a sustained upward trajectory for K-beauty in international markets.
The most notable development is the rise of the United States as the No. 1 export destination. Exports to the U.S. totaled $90.7 million, surpassing China for the first time. This steady increase from $81.2 million in 2025 signals that the U.S. has become the primary driver of K-beauty expansion.
This shift indicates a broader transformation in global consumer trends, with K-beauty gaining stronger traction across both premium and mass segments in the U.S. market.
In contrast, exports to China declined sharply to $72.2 million, down from $97.2 million a year earlier. As China fell to second place, the data suggests a weakening dependence on the Chinese market and a transition toward a more diversified global export structure.
Europe is also emerging as a key growth engine. Exports to Poland surged to $35.4 million, elevating it into the top tier of K-beauty markets. Meanwhile, the Netherlands ($22.1 million) and the United Kingdom ($16.9 million) entered the top rankings, highlighting a broader expansion across Europe.
This expansion reflects the strengthening presence of K-beauty brands across European distribution channels, including both retail networks and e-commerce platforms.
As part of the Korean Beauty Trade Monitor series, this analysis provides a data-driven snapshot of evolving global demand patterns. The data is increasingly used as a reference for understanding structural shifts in the global K-beauty market.
Other established markets such as Hong Kong, Japan, and Russia continued to show steady growth, supporting overall export expansion. However, Vietnam dropped out of the top rankings, suggesting a relative decline in parts of the Southeast Asian market.
Taken together, the April 2026 data signals more than just growth—it confirms a fundamental restructuring of the K-beauty export landscape. The industry is moving away from China-centric dependence toward a more balanced model led by the United States and supported by Europe.This transformation signals a long-term pivot in K-beauty’s global strategy, with Western markets becoming central to future growth. Industry observers note that K-beauty is entering a new phase of globalization driven by diversified demand and expanding market reach across North America and Europe.
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