The booming popularity of Asian beauty products in the United States may be at risk as new U.S. tariffs on South Korean exports approach. With a 25 per cent import tax set to take effect on August 1, customers and retailers are bracing for impact.
Amrita Bhasin, 24, a devoted user of Korean skincare, recently stocked up on her favorite sheet masks from brands like U-Need and MediHeal. “I did a recent haul to stockpile,” she said. “I bought 50 in bulk, which should last me a few months.”
South Korea, unlike Japan, the U.K., or the European Union—each of which has secured trade deals with the U.S.—remains without an agreement. If no deal is reached by the deadline set by President Donald Trump, South Korean cosmetics and other consumer goods will face steep new duties.
Asian skincare, particularly Korean beauty or “K-beauty,” has driven global trends for more than a decade. From BB creams to 10-step skincare routines, products from South Korea, Japan, and China have captivated consumers in North America, Europe, and beyond. According to Euromonitor, South Korea overtook France in 2024 as the top exporter of cosmetics to the U.S., with $1.7 billion in sales—a 54 per cent jump from the previous year.
Mary Lovely, senior fellow at the Peterson Institute for International Economics, attributes the global fascination with K-beauty to its innovation and accessibility. “Korean beauty products not only add a lot of variety and choice for Americans, they were offering something different,” she said. The popularity of Korean pop culture—from films like Parasite to K-pop bands like BTS—has further amplified interest.
Retailers like Senti Senti, which specializes in international beauty products, have already seen signs of customer anxiety. Manager Winnie Zhong said the first wave of panic buying occurred when the tariff announcement was made, but activity slowed after Trump issued a 90-day pause. Now, with the tariff deadline near, uncertainty is back.
Japan, the Philippines, and Indonesia have all reached partial agreements to reduce tariff rates, but South Korea has yet to do so—despite a free trade agreement with the U.S. since 2012. That agreement had previously allowed cosmetics and similar goods to enter the U.S. duty-free.
Zhong says Korean and Japanese products make up 90 per cent of Senti Senti’s inventory. “We haven’t passed on tariff-related costs to customers yet,” she said, “but that won’t be possible with a 25 per cent tax. K-beauty is meant to be affordable.”
Many customers already purchase their skincare directly from Asian online platforms like YesStyle.com, but that too is uncertain. Content creator Jen Chae, who has over 1.2 million YouTube subscribers, paused her orders from YesStyle after the tariffs were announced, unsure how customs duties would be applied. YesStyle has promised to reimburse import charges via store credit, but shoppers remain cautious.
Retailers like Ohlolly, based in California, are also holding back. Co-owner Herra Namhie says their inventory includes products purchased under the current 10 per cent duty, but any increase would be difficult to absorb. “I don’t think we can handle 25 per cent,” Namhie said. The store might need to raise prices and reduce stock if no resolution is reached.
Beauty newsletter writer Rachel Weingarten cautions against stockpiling. “Natural oils, vulnerable packaging, and expiration dates mean that your products could go rancid,” she said. Still, she remains loyal to K-beauty but is also open to exploring new global brands.
As for Bhasin in California, she’s not ready to switch loyalties. Even if prices rise, she says, “For face masks, I feel there are not a ton of solid and reliable substitutes in the U.S.”
With only days remaining until the tariff deadline, businesses and consumers alike are anxiously watching the trade talks unfold—hoping that the allure of K-beauty can weather the storm.