After learning about potential new taxes on Korean products entering the U.S., 24-year-old Amrita Bhasin decided to buy a large supply of sheet masks from popular brands like U-need and Mediheel, which she enjoys using regularly.
“I just made a trip to stock up,” she mentioned. “I ended up buying around 50, so that should last me a while.”
The timeline for these new tariffs has President Trump looking to solidify trade arrangements with South Korea, among other nations, before August 1. There’s a small segment of the U.S. population that’s particularly invested in avoiding a hefty 25% tax on these imports.
Korean cosmetics, often referred to as K-Beauty, have gained significant traction not only in the U.S. but also across various global markets. Details indicate that consumers worldwide have been buying up products like creams, serums, and other skincare items from South Korea for over ten years. This includes major interest from Europe, North America, South America, and increasingly from the Middle East.
The landscape is shifting, however. A study by Euromonitor notes that while vehicles and electronics are typically South Korea’s top exports to the U.S., last year saw a marked increase in cosmetics shipments instead. In fact, just recently, American imports of Korean beauty products hit $1.7 billion, a staggering 54% increase from the previous year, according to data from the U.S. International Trade Commission.
“Korean beauty products have really shaken things up,” remarked Mary Lovely from the Peterson Institute for International Economics. “They offer great diversity and unique options to American consumers.”
Alongside popular cultural exports like “Parasite” and “Squid Game,” as well as K-Pop groups like BTS, K-Beauty has bolstered South Korea’s global profile.
“It’s all woven together,” Lovely continued. “Even with the looming 25% tariff, it’s tricky to predict how it might affect sales in the U.S. Producers are mentioning that the variety of products available here may actually shrink.”
Winnie Zhong from Senti Senti, a retailer with two New York locations and an online presence, noted that when the tariffs were first proposed, there was a noticeable surge in “panic buying” from customers. However, that frenzy died down after a 90-day reprieve was announced.
While several countries like Japan and the Philippines secured deals to lower tariffs on their exports, South Korea has yet to negotiate new terms despite an existing free trade agreement since 2012. That agreement allows cosmetics and most consumer goods to enter the U.S. tariff-free.
Since opening its first store 16 years ago, Senti Senti has leaned heavily into Japanese and Korean products, which now represent about 90% of their stock. Though they haven’t had to pass along customs-related costs to customers, that could change under a 25% tax, Zhong expressed.
“Honestly, I’m not sure where this all goes,” she stated. “Accessibility has been a hallmark of K-Beauty.” Dedicated fans often buy directly from Asia and are willing to wait for shipping; that said, some are hesitant to order now due to tariff uncertainties.
Content creator Jenche, a Los Angeles-based influencer, has over 1.2 million subscribers and has explored many beauty brands from Korea and Japan. When the tariff news broke, she temporarily halted orders from sites like Yesstyle.com, unsure about potential customs fees.
As she put it, “I didn’t know if I’d be hit with duties on everything or just specific items.” Yesstyle does offer credits for customers to offset possible import fees.
Similarly, the owners of Ohlolly, an online store specializing in Korean products, were caught in this pause. After building up a friendly business relationship with South Korean wholesalers, they now face potential increases in costs due to a 25% tax. Namhee, one of the owners, mentioned that they’ve already made orders based on the previous 10% tariff risk, but a 25% hike is a whole different conversation.
They’re hopeful that negotiations might lead to lower rates, especially for smaller items like beauty products. However, their stock is limited to just a few months at this point, which means decisions about future orders need to be made soon.
Rachel Weingarten, a former makeup artist who writes a daily beauty newsletter, believes stockpiling isn’t the healthiest approach. “Some products really can’t last long once opened,” she warned, mentioning issues like natural degradation and expiration dates.
While she continues to buy K-Beauty favorites, she asserts that the beauty industry is wider than just one region. “I still indulge in what I love, but I’m always on the lookout for something new,” she said.
Bhasin, living in Menlo Park, California, plans to keep supporting her beloved face masks despite potential price hikes. “Even if prices increase, I won’t switch to U.S. products. To be honest, there just aren’t many reliable alternatives available here,” she concluded.
