K-Beauty Brands Continue To Rule Global Cosmetics Market

SEOUL, SOUTH KOREA - Several popular South Korean beauty brands have continued to expand their global presence and offerings, showcasing the country's dominance in the rapidly evolving cosmetics market.

GS25, a convenience store chain, has launched its new makeup line under the Hatty brand, which is available for just KRW3,000 (USD2.20) per product. The move responds to growing consumer demand for affordable yet high-quality cosmetics, with brands such as Grabity and JUNGSAEMMOOL also gaining traction in the market.

Grabity, a hair care brand founded by MIT scientist Professor Haeshin Lee and researchers from Korea Advanced Institute of Science & Technology (KAIST) university, made its debut in Taiwan last year and has broken records for sales with its flagship product Hair Lifting Shampoo. The company aims to expand across Asia's premium beauty market.

Meanwhile, New Zealand-based RAAIE has become the country's first skin care brand to launch in Sephora Oceania, marking a significant milestone in its global expansion efforts. The company seeks to position itself as a credible source of innovative, high-performance skin care.

JUNGSAEMMOOL, another popular K-beauty brand, announced plans to broaden its product offerings and increase shades to cater to diverse consumers worldwide. The brand has also seen positive growth in Singapore, where it commemorated the first anniversary of its flagship store last month.

However, not all Asian cosmetics brands are performing well globally. According to a report by Brand Finance, the combined value of China's four most valuable cosmetics brands declined by 14% to USD5.5bn in 2025. This decline can be attributed to regulatory developments and evolving challenges faced by brands.

Despite this setback, PECHOIN remains as China's most valuable cosmetics brand, ranking among the top 15 globally. The country's K-beauty exports are expected to continue growing in popularity, with many international consumers searching for affordable yet high-quality beauty products.