Korean Cosmetics Lead Import Share in Seven Countries
South Korea's cosmetics exports surged across Europe and beyond, with the UK and EU markets showing the steepest gains in the first half of 2026.
Updated on Nov. 3, 2026 in Beauty
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Korean cosmetics claimed the top import market share in seven countries during the first half of 2026, up from three countries in 2023. Imports into the European Union rose 59% year over year, reaching approximately 870 million dollars.
Why it matters
The shift reflects Korean brands using distribution partnerships and logistics hubs to overcome entry barriers in Europe. For international readers, it signals how a single export sector can reshape import rankings across multiple regional markets.
South Korea's share of the EU extra-import cosmetics market climbed from 21% in 2025 to 27% in the first half of 2026, based on customs data from 89 countries. Imports into the UK reached roughly 270 million dollars, a 122% increase, though the analysis does not project whether this pace will continue.
The players
Beauty of Joseon
A Korean skincare brand that entered all 1,263 Boots stores in the UK in the prior month.
Hanjin
A Korean logistics company that launched a 10,000-pyeong fulfillment center in the UK.
Orientrade
A European cosmetics distributor whose headquarters in Estonia accounts for that country's top import ranking.
Silicon2
A cosmetics direct-import and distribution company whose logistics warehouse in Poland accounts for that country's second-place import share.
The details
Korean brands entered Sephora stores across Europe about six months after joining Amazon in October 2025, and Beauty of Joseon entered all 1,263 Boots stores in the UK in the prior month. Hanjin also launched a 10,000-pyeong fulfillment center in the UK, and the UK move was framed by Korean companies as a strategic foothold to overcome Europe's entry barriers.
Timeline
2023: Korean cosmetics held top import share in three countries (Japan, Hong Kong, Estonia).
October 2025: Korean brands joined Amazon in Europe.
2025: South Korea ranked third in EU extra-import cosmetics share.
First half of 2026: Korean cosmetics led import share in seven countries.
Market Landscape
Korean cosmetics held top import share in only three countries in 2023 (Japan, Hong Kong, and Estonia), a footprint that has more than doubled to seven countries by the first half of 2026. The expansion places Korean brands in direct competition with established European and American cosmetics exporters, including the United States, which previously led European imports.
Shoppers in Europe and the UK may see Korean skincare and beauty products in more retail locations, including Boots and Sephora, as distribution expands. The analysis does not address whether pricing or product availability will change for consumers as import volumes grow.
The takeaway
Korean cosmetics' rapid expansion shows how distribution partnerships and regional logistics hubs can overcome entry barriers in established markets. Readers interested in global beauty trends can watch whether this momentum continues into the second half of 2026.
Further reading
Explore more coverage in our Beauty section for context on how global brands are reshaping cosmetics markets.
Source note: This article includes information reported by 조선일보.
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