K-Beauty value sales jump 53% year on year finds new NIQ report

K-Beauty value sales increased by 53% year on year and 131% over two years as the product category continues to grow in global popularity, according to a new report by consumer intelligence business NIQ Global Intelligence plc titled ‘K-Beauty Goes Global.’

 
NIQ attributes Korean beauty brands’ category growth to digitally driven consumer demand and strong regional innovation, the business announced in a release on Wednesday. Social commerce also plays a key role in the acceleration of K-Beauty in global markets.
 
Citing data published by TikTok Shop, NIQ notes that searches for K-Beauty on the platform increased by 125% in the UK in 2025. TikTok Shop also reported a 430% year on year increase in value sales for K-Beauty brands in the UK, US, Spain, and Germany.

A notable momentum is emerging in Latin America as Brazil and Mexico delivered 135% value growth for K-Beauty goods. In Western Europe, value growth came in at 58% year on year and the category now makes up 10% of European online skincare sales, a figure that rises to 15-20% in leading markets including Italy, Spain, and France.
 
K-Beauty e-commerce growth in the Middle East came in at 76% as once niche products such as sheet masks, acne patches, essences, and serums increasingly become seen as daily essentials. In North America, e-commerce represents 76% of K-Beauty sales with Canada reporting a 57% year on year increase in 2025.
 
“K-Beauty has moved beyond trend status to become one of the clearest examples of how regional beauty innovation can translate into global growth,” said NIQ’s SVP, global beauty personal care vertical Tara James Taylor in a press release. “Its success is built on speed, cultural relevance, and the ability to turn innovation into everyday habits. More importantly, it shows how beauty brands now need to read emerging regional signals earlier, understand how consumer demand is shifting, and act faster across markets. The next phase of growth will come from expansion into adjacent categories such as wellness and haircare, and from scaling across high-growth regions like Latin America and the Middle East.”