Trump’s Tariffs Threaten South Korea’s Booming K-Beauty Exports to the US

Trump’s new 15% tariffs on South Korean imports are set to raise prices on K-beauty products in the US. Retailers and consumers brace for the impact, though demand remains strong. Smaller brands may suffer most, but K-beauty fans say there are no real alternatives to their favorite skincare items.

South Korea’s globally popular K-beauty industry is facing new challenges as US President Donald Trump imposes a 15% tariff on South Korean imports. The decision, part of broader protectionist trade measures, has sparked concern among retailers and consumers alike, who now expect rising prices on beloved skincare and cosmetic products.

K-beauty, known for its unique ingredients like snail mucin and heartleaf, has gained massive popularity in the US, with Americans spending an estimated $1.7 billion on Korean beauty products in 2024—up more than 50% from the previous year. Many buyers, especially younger consumers, have turned to K-beauty for its effectiveness and value compared to Western brands.

Retailers like Santé Brand and Senti Senti have already seen shifts in behavior. Santé founder Cheyenne Ware reported a 30% spike in orders immediately after the tariff announcement, as customers rushed to stock up. Suppliers have warned sellers to prepare for higher costs, and both companies anticipate retail price hikes in the coming months.

While large K-beauty companies with higher profit margins may be able to absorb the added cost, smaller brands are expected to struggle. These firms operate on thinner margins and will likely pass on the increased expenses to consumers.

Despite price increases, experts believe demand for K-beauty will remain resilient. According to economist Munseob Lee, “fans won’t find an easy substitute.” Some buyers may purchase fewer items, but core demand is unlikely to disappear, especially as American alternatives are still perceived as less effective.

Trump’s trade policy also targets Japanese and EU exports, creating a broader impact on the global cosmetics market. However, whether these tariffs will significantly benefit American-made beauty brands remains uncertain.

Also Read: Trump’s New Tariffs to Hit 68 Nations from August 7: Who Has a Deal and Who Doesn’t

For K-beauty loyalists like Pearl Mak, the higher costs are worth it: “I’m willing to pay more to purchase the same products.”