When Esther Lee, a 32-year-old marketing agency owner based in Los Angeles, learned about the potential U.S. tariffs on South Korean goods, she and her husband quickly went online to stock up on Korean eyeliners and sunscreens, significantly increasing their usual purchase quantities. Their shopping spree led them to buy a year's supply, costing them hundreds of dollars.
This trend of panic buying is sweeping through the fanbase of K-beauty in the U.S., where consumers are preparing for price hikes on their favorite beauty and skincare products. Social media influencers are amplifying this behavior, showcasing their bulk buys on platforms like TikTok. Taylor Bosman Teague, who has a substantial following, reassured viewers with her declaration, “I am not willing to lose certain Korean skin-care products,” while unpacking her latest haul that included various toners and moisturizers.
The buying frenzy ignited in April when President Trump announced potential tariffs on South Korean imports but later paused actions to facilitate negotiations. However, the situation escalated again in early July with Trump's renewed threats of imposing a hefty 25 percent tariff on nearly all South Korean and Japanese goods unless negotiations produced timely results before the August deadline.
This tariff speculation has reverberated through the expanding K-beauty sector, which has been experiencing remarkable growth due to the global popularity of K-pop and K-dramas. In the first half of this year alone, South Korean cosmetic exports soared to a record-breaking $5.5 billion, marking nearly a 15 percent increase compared to the same period in 2024, as reported by the Ministry of Food and Drug Safety. Notably, Amorepacific, the largest beauty entity in Korea, reported an impressive 40 percent rise in its overseas sales this past year, further highlighting the K-beauty industry's upward trajectory amid looming tariff challenges.
