Korean Cosmetics Top Import Share in Seven Countries
Shoppers in Europe and the UK are seeing more Korean skincare and makeup on store shelves and online.
Updated on Nov. 3, 2026 in Beauty
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South Korea claimed the top import market share for cosmetics in seven countries in the first half of 2026, while its cosmetics imports into the European Union rose 59% year over year. For beauty shoppers in Europe and beyond, Korean products are becoming a larger part of store shelves and online catalogs.
Why it matters
Korean brands have moved from niche imports to market leaders in a growing number of countries, which affects which products shoppers see and how quickly new formulas reach them. The shift reflects deliberate expansion strategies, including targeting the UK as a foothold for entering Europe and partnering with distributors and logistics firms.
The figures come from customs import-export data covering 89 countries for the first half of 2026, compared against 2023 and 2025 rankings. The UK rise from fifth place in 2025 to the top import position shows how quickly market share can shift in a single year.
The players
Orientrade
A European cosmetics distributor whose headquarters in Estonia accounts for that country's top import ranking for Korean products.
Silicon2
A cosmetics direct-import and distribution company whose logistics warehouse in Poland supports that country's second-place import ranking.
Hanjin
A logistics company that launched a 10,000-pyeong fulfillment center in the UK to support Korean cosmetics distribution.
Beauty of Joseon
A Korean skincare brand that entered all 1,263 Boots stores in the UK.
The details
Korean cosmetics brands have pursued several routes into European markets, including a UK strategy aimed at overcoming Europe's entry barriers. Beauty of Joseon entered all 1,263 Boots stores in the UK in the prior month, and Hanjin opened a 10,000-pyeong fulfillment center there. Korean brands also entered Sephora stores in Europe about six months after joining Amazon in October 2025. Some rankings reflect where companies are based rather than where products are made: Estonia's top position stems from the headquarters of distributor Orientrade, and Poland's second-place ranking stems from the logistics warehouse of Silicon2.
Timeline
2023: Korean cosmetics held top import share in Japan, Hong Kong, and Estonia.
October 2025: Korean brands joined Amazon in Europe.
First half of 2026: Korean cosmetics led import share in seven countries.
Prior month: Beauty of Joseon entered UK Boots stores and Hanjin opened its UK center.
Health Landscape
Korean cosmetics' rise from three top-ranked import markets in 2023 to seven in the first half of 2026 extends a documented export trend into Europe and South America. The expansion places skincare and cosmetics within the broader beauty-export strategy that Korean companies have pursued since the early 2020s.
Shoppers in Europe and the UK may see a wider range of Korean skincare and cosmetics products in stores and online over the coming months. If you are considering a new product, reviewing its ingredient list and checking with a dermatologist about any skin sensitivities is worth doing.
The takeaway
Korean cosmetics are now leading import markets in seven countries, reflecting a broader global shift in beauty product sourcing. When trying a new product, check its ingredients and discuss any skin concerns with a dermatologist.
Further reading
For more on how new products reach shelves, browse our Beauty coverage.
Source note: This article includes information reported by 조선일보.
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Have you bought a Korean skincare or cosmetics product in the past year?
