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And we saw some Korean American brands like Glow Recipe and Peach & Lily finding success.
Natural Beauty, Beautiful skin
She says to expect an influx of in-store launches too.
The K-Beauty market is just on the cusp of hitting the US big time, Park explains.
Although Amazon and TikTok have seen huge K-beauty sales, the average American is still unfamiliar with K-beauty products.
Our recent survey showed only 10% of consumers were shopping [the category].
So with K-beauty set to take over the cosmetics sphere, what exactly should we expect to see?
She expects even more buzz if the sunscreen filters used in Asia are made available in the US.
Theyre not quite as good as the originals.
So were all crossing our fingers that something will change soon.
Fortunately, Lee expects the formulasknown for their unique texturesto gain traction here this year.
This also helps to achieve a more matte, blurry look thats popular in Korea.
Korea has also had a focus on hybrid formulas for a while.
