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TikTok-fueled K-beauty boom triggers a retail race in the U.S.

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TikTok-fueled K-beauty boom triggers a retail race in the U.S.


Carly Xie looks over facial mask items at the Face Shop, which specializes in Korean cosmetics, in San Francisco, April 15, 2015.

Avila Gonzalez | San Francisco Chronicle | Hearst Newspapers | Getty Images

On a recent Saturday at an Ulta Beauty store in midtown Manhattan, Denise McCarthy, a mother in her 40s, stood in front of a wall of tiny pastel bottles, tubes and compacts. Her phone buzzed — another TikTok from her 15-year-old daughter.

“My kids text me the TikToks,” she told CNBC, scooping Korean lip tints and sunscreens into her basket, destined for Christmas stockings. “I don’t even know what half of this does. I just buy the ones they send me.”

Two aisles over, a group of college students compared swatches of Korean cushion foundations. A dad asked a store associate whether a viral Korean sunscreen was the one “from the girl who does the ‘get ready with me’ videos.” Near the checkout, a display of Korean sheet mask mini-packs was nearly empty.

Scenes like this are playing out across the country.

Once a niche reserved for beauty obsessives, Korean cosmetics — known as K-beauty — are breaking fully into the American mainstream, fueled by TikTok virality, younger and more diverse shoppers, and aggressive expansion from retailers such as Ulta, Sephora, Walmart and Costco.

K-beauty sales in the United States are expected to top $2 billion in 2025, up more than 37% from last year, according to market research firm NielsenIQ, far outpacing the broader beauty market’s single-digit growth.

And even as trade tensions complicate supply chains, brands and retailers told CNBC the momentum is strong.

“We have no plans of slowing down and see more opportunities to penetrate the market,” said Janet Kim, vice president at K-beauty brand Neogen.

In the first half of 2025, South Korea shipped a record $5.5 billion worth of cosmetics, up nearly 15% year over year, and has become the leading exporter of cosmetics to the U.S., surpassing France, according to data from the South Korean government.

“The growth has been remarkable,” said Therese-Ann D’Ambrosia, vice president of beauty and personal care at NielsenIQ. “When you compare that to the broader beauty market, which is growing at single digits, K-beauty is clearly operating in a different gear right now.”

Facial skin care remains the biggest K-beauty revenue driver in the U.S., NielsenIQ reported. Hair care is growing fastest, and hybrid items such as tinted serums and skin care-infused cushion compacts — sponge cushions soaked with an SPF foundation — continue to surge, the firm said.

Big business

Retailers are racing to take advantage of the cosmetics boom, and a turf war is underway.

Ulta, which has over 1,400 U.S. stores, launched “K-beauty World” in July, to spotlight Korean brands and tech devices. It’s the only major U.S. retailer carrying products from Medicube, a beauty-tech company touted by celebrities such as Hailey Bieber.

Ulta’s first quarter 2025 report cited a 38% increase in Korean skin care sales, and executives said in August that new K-beauty partnerships contributed to the company beating Wall Street expectations for earnings in the second quarter.

Sephora is leaning in as well. Its Times Square flagship location now features an entire wall of Korean skin care and cosmetics, and the retailer secured exclusive U.S. launches for Korean heritage brand Hanyul and sensitive-skin label Aestura.

Big-box players are piling in too. Costco and Walmart have also expanded their assortments, adding essences, serums and sheet masks as demand accelerates.

“It’s an arms race to see who can capitalize on the market for Korean products,” Delphine Horvath, professor of cosmetics and fragrance marketing at the Fashion Institute of Technology, told CNBC. “These products are now seen as a top driver of growth for cosmetic brands, and it seems it will keep booming.”

The competition is heating up just as Olive Young, often called the “Sephora of Seoul,” prepares to open its first U.S. store in Los Angeles next year. Asian beauty retailer Sukoshi is also expanding, planning 20 new stores in the coming year across cities such as Seattle, Miami, and Austin, Texas.

“Meeting customers where they can touch, feel and try what they see on TikTok is key,” Sukoshi CEO Linda Dang told CNBC. “Across the industry, companies are looking to expand partly because people really don’t want to have to wait for shipping or travel all the way to Korea to get products.”

The boom arrives in the middle of the ongoing trade war.

This spring, U.S. shoppers rushed to stock up on K-beauty favorites, bracing for price hikes from tariffs, Dang said. However, prices ultimately stayed relatively stable as Korean brands have temporarily absorbed the duties, Dang said, though many are now exploring alternative manufacturing or shipping methods.

South Korea finalized a deal with President Donald Trump last month, settling on a 15% tariff rate instead of the initial 25% levy the president announced in April.

“The system of easy trading isn’t what it was before tariffs,” Dang told CNBC. “That being said, a lot of companies have worked with advertisers and internally to do their best to offset and prevent passing those costs on to customers in the U.S.”

A visitor tries Korean-made cosmetics during the 2022 Korea Tourism Organization’s Discover Your Korea, in Vanderbilt Hall of Grand Central Terminal, New York.

Lev Radin | Pacific Press | Lightrocket | Getty Images

The ‘second wave’

Over the past decade, there’s also been a rise in Korean entertainment in the U.S. — from pop groups such as BTS and Blackpink to this year’s Netflix hit “KPop Demon Hunters” —which has helped push South Korea’s cultural exports to unprecedented popularity.

“Korean culture has exploded on every front, and that has really shown up when it comes to K-beauty,” Dang said.

K-beauty’s “first wave,” which hit the U.S. in the mid-2010s, was defined by “glass skin,” 10-step routines, snail mucin, cushion compacts and beauty blemish creams. Most products catered to lighter skin tones, and distribution was limited to small boutiques, Amazon sellers and early test placements at Ulta and Sephora, beauty experts said.

“The first wave had some penetration, but nothing like today,” Horvath said. “It was mostly people in the know.”

The second wave has been bigger, faster and far more inclusive. It has spanned color cosmetics, hair and scalp care, body care, fragrances and high-tech devices.

TikTok is the central engine of discovery, especially for Gen Z and millennial shoppers, who account for roughly three-fourths of K-beauty consumers, according to a Personal Care Insights market analyst report. Posts tagged “K-beauty” or “Korean skin care” draw 250 million views per week, according to consumer data firm Spate. And viral products with sleek packaging often vanish from shelves faster than retailers can restock — particularly those that combine gentle formulas and low prices, Dang said.

“TikTok has changed the game,” Horvath said. “It’s easier to educate consumers on innovation and get the word out. Brands are deeply invested in paying influencers, and TikTokers talk about textures, formulas and efficacy.”

Virality has also pushed brands to be more inclusive for younger and more diverse shoppers. After TikTok creators criticized Korean brand Tirtir for offering only three foundation shades, the company expanded to 40 shades within months and many other companies followed suit.

The trend is visible across the Americas: 61% of consumers in Mexico and nearly half in Brazil say K-beauty is popular in their country, compared with about 45% in the U.S., according to Statista.

“Traditional retail and e-commerce remain important, but TikTok Shop is the standout disruptor,” said Nielsen’s D’Ambrosia. “It’s not just about the direct sales on that one platform; it’s about how it’s changing the entire discovery and purchase journey.”

But the second wave brings its own risks. A heavy dependence on virality could expose brands to sudden algorithm changes or regulatory scrutiny, D’Ambrosia said.

“When you have so much growth concentrated on one platform [such as TikTok], algorithm changes could significantly impact discoverability overnight,” D’Ambrosia said. “We’ve seen what happens when platforms tweak their recommendation engines. … There are definitely some caution flags we’re watching.”

Collagen eye patches and face masks at the Face Shop, which specializes in Korean beauty items, in San Francisco, April 15, 2015.

Avila Gonzalez | San Francisco Chronicle | Hearst Newspapers | Getty Images

Rapid innovation

K-beauty’s staying power, Dang said, is rooted in an intensely competitive domestic Korean market. Trends move at breakneck speed and consumers spend more per capita on beauty than in any other country, according to South Korean research firm KOISRA.

South Korea had more than 28,000 licensed cosmetics sellers in 2024 — nearly double that of five years ago — creating a pressure-cooker environment that forces constant experimentation, said Neogen’s Kim.

“We develop about hundreds of formulas each day,” Kim told CNBC. “We build the library and we test results with clinical individual tests. … Everything that’s very unique and works really well for skin care, we develop.”

Korean consumers churn through trends quickly, fueling a pipeline of upstart brands that can go viral and, in some cases, get acquired. For example, when gooey snail mucin, a gel used to protect and repair people’s skin, took off globally, skin care brand Amorepacific acquired COSRX, the small Korean brand that helped popularize the ingredient, for roughly $700 million.

The next wave of products, analysts predict, are likely to be even more experimental. 

Brands are betting on buzzy ingredients such as DNA extracted from salmon or trout sperm that early research suggests may help calm or repair skin. They are also expanding into biotechnology.

“K-beauty is very data-driven. [Artificial intelligence] helps us get fast results for content, formula development, and advertising,” Kim said. “In Korea, they started talking about delivery systems. They’re very good with biotechnology.”





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Two ships hit near Strait of Hormuz as fears grow of oil price rises

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Two ships hit near Strait of Hormuz as fears grow of oil price rises



International shipping is said to have come to a standstill at the strait’s entrance, with fears of disruption already pushing up global oil prices.



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Khamenei dead, Middle East on edge: What will be the implications of Trump’s ‘Epic fury’ on stock markets, gold & oil? – The Times of India

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Khamenei dead, Middle East on edge: What will be the implications of Trump’s ‘Epic fury’ on stock markets, gold & oil? – The Times of India


Experience shows markets often come to view geopolitical disruptions as temporary. (AI image)

The global markets are in for a phase of enhanced turmoil and uncertainty! The ongoing tensions in the Middle East after US and Israel’s strikes on Iran and Ali Khamenei’s death may have investors running for cover – looking for an asset class that is safer.During the night of February 27–28, the United States and Israel carried out joint aerial strikes on Iran as part of “Operation Epic Fury.” Statements by President Trump openly referring to regime change suggest that the confrontation could evolve into a prolonged campaign rather than remain a limited exchange, say market analysts at Franklin Templeton Institute.What does the situation mean for stock markets, energy markets (oil), gold and other asset classes? Here’s what Franklin Templeton Institute analysts have to say:From a market perspective, the key uncertainty is whether the conflict remains confined to direct military engagement or expands into disruptions affecting energy supplies and logistics networks, which would sustain a higher and more persistent risk premium.At the centre of the ongoing uncertainty from a global market and trade perspective is the Strait of Hormuz. While a complete blockade would carry severe consequences for Iran itself, the country has the capability to disrupt maritime traffic through tactics such as vessel harassment, seizures, drone activity, cyber operations, or the use of proxy forces.

Strait of Hormuz

Strait of Hormuz

The most immediate economic impact is expected in energy markets, where crude oil and natural gas prices are likely to move higher, they say. Such actions, feel analysts, will keep geopolitical risk premiums at high levels. In 2024, approximately 20 million barrels per day moved through the Strait of Hormuz, which is around one-fifth of global petroleum liquids consumption. Even a limited interference – which can be caused by delays, rerouting, or isolated seizure – can push prices higher through increased risk perception well before any actual shortages emerge.Liquefied natural gas should not be overlooked in this context. Qatar has the world’s third-largest LNG export capacity, and roughly one-fifth of global LNG shipments pass through the Strait of Hormuz, largely consisting of Qatari exports. As a result, shipping risks in the region affect gas markets as significantly as oil markets.Also Read | US-Israel strikes on Iran: How will India be hit by Strait of Hormuz closure? ExplainedShipping expenses have already begun to rise, with insurance costs acting as a major driver. Insurers have started issuing cancellation notices and revising war-risk premiums for voyages in the Gulf region. Some routes have reportedly seen premium increases of up to about 50%, while earlier periods of tension recorded rises exceeding 60% on important trade corridors. These developments effectively tighten supply conditions even when production levels remain unchanged.The possibility of the conflict spreading across the region is increasing. Franklin Templeton Institute analysts are of the view that across global financial markets, the immediate response to such shocks is usually driven by adjustments in risk perception rather than by underlying economic changes. “The initial market reaction for this type of event would typically see Treasury yields move lower and equities lower—mostly a risk-premium repricing. Impacts on activity/earnings may be delayed and uneven. The US dollar reaction is not guaranteed; gold tends to benefit while bitcoin has been trading like a risk asset (i.e., down with equities), reinforcing that it’s not typically a reliable hedge/diversifier in geopolitical drawdowns,” say Franklin Templeton Institute analysts.However, they note that experience shows markets often come to view geopolitical disruptions as temporary. Initial spikes in risk premiums are frequently followed by the realization that the overall effect on corporate profitability is limited. The duration of the conflict, developments in shipping and insurance costs, and the eventual resolution will be more important than the initial headlines.“We would not yet label this a clean buy-the-dip setup—duration, shipping/insurance mechanics, and the endgame matter more than the first headline,” they say.From an investment perspective, the near-term outlook favours sectors linked to energy markets, as well as companies benefiting from higher shipping and insurance costs, along with defence-related industries, the analysts say. At the same time, caution is warranted toward emerging markets that depend heavily on energy imports and toward cyclical sectors sensitive to fuel and logistics costs, including airlines and certain industrial segments.“For protection, we prefer oil upside/volatility structures and selective gold exposure over broad equity shorts—the path will be driven more by shipping/insurance reality than by the new cycle,” they conclude.



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US-Israel-Iran War: Strait Of Hormuz, A Global Oil Transit Chokepoint, Hit? Will It Impact India?

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US-Israel-Iran War: Strait Of Hormuz, A Global Oil Transit Chokepoint, Hit? Will It Impact India?


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US-Israel-Iran War And Strait Of Hormuz: How has the conflict impacted the traffic in the global oil shipping lane? What does it mean for India and the world? News18 explains

Two traditional dhows sail by a large container ship in the Strait of Hormuz. (AP)

Two traditional dhows sail by a large container ship in the Strait of Hormuz. (AP)

The Strait of Hormuz is currently the focus of a severe global crisis. Following joint Israeli-United States strikes on Iran on February 28, the Islamic Revolutionary Guard Corps (IRGC) has reportedly closed the waterway to all maritime traffic.

Where is it? How was the conflict impacted the traffic? What does it mean for India and the world? News18 explains

Where is the Strait of Hormuz?

It is a narrow, strategically vital waterway in the Middle East that serves as the only sea passage from the Persian Gulf to the open ocean.

It links the Persian Gulf (to the west) with the Gulf of Oman and the Arabian Sea (to the southeast).

Bordering Countries

North Coast: Iran

South Coast: The Musandam Peninsula (an exclave of Oman) and the United Arab Emirates

It is about 21 to 33 miles (33–54 km) wide at its narrowest point. Due to the narrowness, ships must use two-mile-wide lanes (one inbound, one outbound) separated by a two-mile buffer zone to prevent collisions.

Major islands within or near the strait include Qeshm, Hormuz, Larak, and Hengam, most of which are controlled by Iran.

Key Oil Shipping Lane: Why the Strait of Hormuz matters

The Strait of Hormuz is the world’s most critical oil chokepoint. It connects the Persian Gulf with the Gulf of Oman and the Arabian Sea. It is approximately 21 miles (33 km) wide at its narrowest point.

It handles approximately 20% of global oil consumption (around 20 million barrels per day) and 20-25% of the world’s liquefied natural gas (LNG), primarily from Qatar. Over 80% of the oil passing through the strait is destined for Asia, with China, India, Japan, and South Korea being the primary importers.

Alternative routes are limited and cannot fully compensate for a total closure of the strait.

Saudi Arabia can divert up to 5 million barrels per day via its East-West Pipeline to the Red Sea. The UAE operates the Habshan-Fujairah pipeline, which can carry roughly 1.5 million barrels per day directly to the Gulf of Oman. Iraq has a pipeline through Turkey, but it primarily handles crude from northern fields.

How has the US-Israel-Iran conflict hit the Strait Of Hormuz?

While Iran has not issued a formal legal confirmation of a total blockade, vessels in the region are receiving VHF radio transmissions from the IRGC stating that “no ship is allowed to pass”.

The U.S. has surged naval assets to the region, including the USS Gerald R. Ford and the USS Abraham Lincoln, in what is described as the largest deployment since 2003.

The impact

Forecasts for Brent crude have already been hiked toward $100 per barrel due to supply chain risks.

At least three Pakistani ships operated by the Pakistan National Shipping Corporation were reportedly stopped by Iran on March 1.

Ship traffic has plummeted, with many tankers staying in port or turning back, though some continue to transit at their own risk.

Attack reported

A Palau-flagged oil tanker, Skylight, was reportedly attacked while transiting through the Strait of Hormuz near the coast of Oman, amid escalating tensions in the region. According to reports circulating on social media, the vessel was struck while passing through the strategic waterway, triggering a fire onboard. Visuals shared online show thick plumes of black smoke rising from the tanker, with flames visible near the deck. Initial reports claim that four sailors were injured in the attack. The entire crew has since been evacuated from the vessel. The extent of the damage to the tanker remains unclear

What does it mean for India?

India is facing a high-stakes energy and economic crisis due to the reported closure of the Strait of Hormuz by Iran. India is the world’s third-largest oil consumer and is uniquely vulnerable because its dependence on this specific route has actually increased in early 2026, say experts.

Approximately 50% of India’s total crude oil imports (around 2.6 million barrels per day) pass through the Strait. This volume primarily comes from Iraq, Saudi Arabia, the UAE, and Kuwait.

India is even more vulnerable in terms of LPG (Cooking Gas), as it imports almost 100% of its LPG through this chokepoint. A sustained closure would immediately threaten the Pradhan Mantri Ujjwala Yojana and domestic household energy.

About 60% of India’s Liquefied Natural Gas imports, mainly from Qatar and the UAE, transit the Strait. Every $1 increase in the price of oil adds roughly $2 billion to India’s annual import bill.

Rising fuel costs are expected to spike domestic inflation, potentially forcing the Reserve Bank of India (RBI) to keep interest rates high. The increased demand for dollars to pay for costlier oil is also putting downward pressure on the Indian Rupee (INR), according to analysts.

Beyond energy, over 13% of India’s non-oil exports (worth $47.6 billion) to Gulf nations are at risk due to shipping disruptions.

India has enough crude oil in its Strategic Petroleum Reserves (SPR) and commercial stocks to last about 10–15 days, plus another 7–10 days of finished fuel inventories. While India had recently reduced its intake of Russian oil, officials have indicated they may pivot back to Moscow if Middle Eastern supplies remain blocked, though transit from Russia takes nearly 30 days compared to 5 days from the Gulf, according to reports.

The Ministry of External Affairs has activated contingency plans for the possible evacuation of the 9–10 million Indians living in the Gulf region through Operation Sindhu-II.

External Affairs Minister S. Jaishankar is currently engaging in “shuttle diplomacy,” calling for restraint from both Iran and Israel while emphasizing the respect of sovereignty and territorial integrity.

With Agency Inputs

News explainers US-Israel-Iran War: Strait Of Hormuz, A Global Oil Transit Chokepoint, Hit? Will It Impact India?
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