German, French, US brands embrace Korean skincare philosophy
K-beauty, known for its innovative formulations and meticulous skincare rituals, was once exclusively the domain of Korean brands. Now, an influx of companies across the globe are adopting K-beauty industry philosophies and branding methods, further solidifying Korea’s influence in the global cosmetics market.
According to the Ministry of Food and Drug Safety, Korea’s cosmetics exports hit a record $10.2 billion in 2024. With the spread of K-beauty trends around the world, even countries with strong local beauty industries, such as India and the US, have become lucrative markets.
In India, K-beauty brands have gained footing on major e-commerce platforms such as Tira, Nykaa and Amazon India. In the US, K-beauty brands have secured top spots on Amazon’s best-selling beauty lists, with brands like Goodai Global surpassing $40 million in sales and Dr. Althea earning Amazon’s Top Brand Seller Award.
Amid this global expansion, brands in other countries have begun positioning themselves as K-beauty players. One such brand is Yepoda, a German-based company founded in 2020 by Sander Joonyoung van Bladel and Veronika Strotmann. Despite its European roots, Yepoda emphasizes K-beauty principles, developing and manufacturing its products entirely in South Korea. “We wanted to go beyond simply selling skincare. We wanted to bring the philosophy and values of K-beauty to Europe,” van Bladel said.
Yepoda is making waves with its upcoming launch at Sephora locations across Europe this March.
This follows a successful US online debut in December 2024 and a series of pop-up events in Europe.
After a remarkable 130 percent surge in sales in 2024, Yepoda is enhancing consumer engagement with pop-up stores and refining product development based on insights from its active social media community.
Another example is Erborian, a French-Korean brand founded in 2007 by Korean scientist Lee Ho-jung and French beauty expert Katalin Berenyi. The brand blends Korean skincare innovation with French cosmetics, offering hybrid products that promise both efficiency and indulgence.
US brands have also embraced the trend. Glow Recipe, founded by Korean American entrepreneurs, combines Korean skincare philosophies with fruit-based antioxidants, gaining traction at major US retailers like Sephora.
Similarly, Peach & Lily, led by Korean American esthetician Alicia Yoon, offers both curated K-beauty products and its own skincare line inspired by Korean techniques. Yoon, who studied skincare in Korea, noted, “For the past 20 years, I have continued to study Korean skincare ingredients and techniques while also obtaining my New York esthetician license.”
Another US-based brand, Then I Met You, was launched by Charlotte Cho, co-founder of the K-beauty e-commerce platform Soko Glam. The brand gained prominence when it launched at Sephora, featuring prominently in the retailer’s “Korean glass skin” campaign.
The growing presence of such K-beauty brands reflects the industry’s expanding global influence. As CJ Olive Young, South Korea’s largest beauty retailer, prepares to establish a physical presence in the US this year, competition in the international K-beauty market is set to intensify. With brands worldwide embracing its philosophy, K-beauty’s global footprint appears far from reaching its peak.
