[VS Special Report] The U.S. opened the door and Europe scaled it up... how indie brands rewrote the K-beauty growth formula

K-beauty exports hit a record first-half high, driven by small and mid-sized firms, online sales, and skincare-led indie brands.

The U.S., Europe, and Latin America are emerging as new growth engines, reducing Korea’s reliance on China.

Brand-building, product experience, and content commerce are becoming the new competitive rules, with Amazon and TikTok fueling global reach.

At the same time, Chinese beauty brands are expanding in Korea through pop-ups and online channels, sharpening competition at home.