“K-Beauty is experiencing a significant resurgence in the US,” explains Kline. “After a temporary decline in the early 2020s due to shifting consumer priorities towards wellness and DIY beauty, the last three years have shown a steady increase in searches for South Korean cosmetics.”

According to Kline, this surge in popularity took place in 2023 with the rise of overnight skin masks. “TikTok has since established itself as the leading platform for K-Beauty exploration, surpassing traditional search engines such as Google and generating renewed interest from consumers.”

New ingredients take centre stage

Thanks to social networks, Internet users have been able to familiarise themselves with raw materials that are not widely used in the United States. “For example, snail mucin, once a niche ingredient, became popular after influencers and skincare enthusiasts raved about the radiant glow achieved with products such as Advanced Snail 96 Mucin Power Essence from COSRX,” comments Kline.

The same goes for sunscreens. In South Korea, consumers are accustomed to using UV protection on a daily basis. Thanks to TikTok, these products have become increasingly popular with Americans. “In addition, skincare products for sensitive skin are also gaining in popularity and have become the focus of many …