[6] Export Analysis of K-Beauty Face Powder Q1 2026
Face powder, considered the finishing touch of K-beauty makeup, continued its solid growth momentum in the first quarter of 2026, signaling its potential to emerge as a key export driver.
According to this publication’s analysis of Korea Customs Service export data, while face powder exports experienced a temporary adjustment in March, overall export value and trade balance for the first quarter improved year-on-year, reflecting sound and sustainable growth.
Q1 Export Value and Trade Surplus Rise Together: A Shift Toward “Profit-Oriented Growth”
Total face powder exports in the first quarter of 2026 reached USD 11.14 million, up 5.1% from USD 10.60 million in the same period last year. More notably, profitability indicators showed a marked improvement.
The trade surplus for the quarter amounted to USD 8.71 million, representing a sharp 20.8% increase from USD 7.20 million recorded a year earlier.
However, March exports alone declined to USD 3.09 million, down from USD 4.23 million in March last year. The trade surplus for March also slipped to USD 2.20 million, a 11.7% decrease year-on-year.
Stable Growth Anchored by Japan and the U.S., While Expanding into Southeast Asia and the Middle East
A closer look at country-by-country export data for March reveals that K-beauty face powder exports are gradually diversifying rather than remaining concentrated in a single region.
Top 10 Countries by Face Powder Exports, March 2026 (USD Thousand, Korea Customs Service)
Japan and the United States ranked first and second, respectively, with combined exports totaling USD 1.54 million, accounting for nearly 50% (49.7%) of the total. These two markets continue to serve as the backbone of overall performance.
Japan ranked first with exports of USD 960,000, reflecting strong alignment between Japanese consumer preferences for refined skin expression and long-lasting performance and the high adhesion and correction effects of K-beauty face powders.
The United States followed with USD 740,000 in exports and recorded a trade surplus of USD 500,000, underscoring its substantial contribution to profitability.
China remained the third-largest market with USD 260,000, continuing to function as a key destination despite broader market shifts.
Vietnam (USD 240,000) and Thailand (USD 180,000) ranked fourth and fifth, respectively, highlighting growing demand across Southeast Asia.
A particularly noteworthy development was the rise of Saudi Arabia, which ranked eighth with exports of USD 66,000. This signals increasing acceptance of K-beauty face powder in Middle Eastern markets, where high temperatures and dry climates generate strong demand for matte, long-lasting makeup solutions.
With stable demand from Japan and the U.S. as a foundation, it is now a strategic priority to expand market share in the Middle East—including Saudi Arabia—and in Western markets such as the U.K. (ranked 10th). In particular, developing and promoting long-lasting face powder tailored to hot and arid climates is expected to be a promising strategy for future growth.
댓글
0