From Snail Mucin to Skincare Sensation: The Meteoric Rise of K-Beauty

Who would have imagined? The unlikely ingredient of snail mucin has transformed the skincare landscape, making K-beauty a global sensation thanks to platforms like TikTok. The emergence of products like CosRX’s snail serum—now part of Amorepacific, South Korea’s leading cosmetics conglomerate—highlights how beauty norms have evolved into a billion-dollar industry, valued at nearly $13 billion in 2024 alone.

The K-beauty phenomenon runs parallel to the Hallyu wave, which has introduced global audiences to the trends of K-Pop and K-dramas. In the first half of 2025, South Korea surpassed France as the world’s second-largest beauty product exporter, trailing only behind the United States. Social media influencers have capitalized on this trend, with millions of followers dissecting ingredients and creating buzz around trending topics like ’glass skin’ and sheet masks.

Central to K-beauty’s growth is its relentless innovation cycle. New products, like ten-step routines and innovative ingredients such as salmon sperm, have become staples in bathroom cabinets worldwide. However, this rapid growth isn’t without its concerns; mental health experts caution about the potential negative impact of beauty standards fostered by social media on young consumers.

Competition in the industry is fierce, leading to the rapid rise and fall of numerous brands. Despite its struggles, Amorepacific has managed to maintain half of the domestic market share. The company leverages lessons from independent brands to keep its product lines fresh and relevant.

K-beauty is supported by an extensive manufacturing ecosystem, with companies like Cosmax producing a significant bulk of South Korea’s cosmetic exports. They enable brands to swiftly produce products, a process which can take Western companies years. Unfortunately, the quick pace of production also brings challenges, such as thin profit margins and high business failure rates.

As the global landscape for beauty products shifts, with China moving from the top spot for Korean imports, K-beauty is expected to diversify its markets, focusing on regions like North America, Europe, and the Middle East. The South Korean government’s designation of K-beauty as a strategic national asset bodes well for continued support, signaling that this once-niche trend has solidified its status as an economic powerhouse.