When 24-year-old Amrita Bhasin heard about the possibility of new taxes on South Korean products entering the U.S., she decided to stockpile her favorite Korean sheet masks from brands like U-Need and MediHeal, which she uses regularly. “I recently bought 50 masks in bulk to last me several months,” she shared.
South Korea is among the countries aiming to secure a trade agreement before August 1, the deadline set by former President Donald Trump to enforce country-specific tariffs. A significant portion of American consumers have a personal stake in whether Seoul can avoid a 25% tariff on its exports.
For over a decade, Asian skincare has been booming globally, with customers from Europe, the Americas, and the Middle East eagerly buying creams, serums, and balms from South Korea, Japan, and China. In the U.S. and many other markets, Korean cosmetics—known as K-beauty—have led the trend. What started as a fascination with all-in-one BB creams expanded into intricate 10-step skincare routines featuring unique ingredients like snail mucin and rice water.
Though South Korea’s main exports to the U.S. are vehicles and electronics, cosmetics and skincare products took the lead in export value last year, according to market research firm Euromonitor. France, home to luxury beauty brands like L’Oreal and Chanel, ranked second.
Data from the U.S. International Trade Commission indicates that in 2024, America imported $1.7 billion worth of South Korean cosmetics—a 54% increase compared to the previous year.
Mary Lovely, a senior fellow at the Peterson Institute for International Economics, noted that Korean beauty products offer American consumers a diverse range of options, which helped fuel their popularity. Alongside cultural exports such as films like “Parasite” and shows like “Squid Games,” as well as K-pop bands like BTS, K-beauty has raised South Korea’s global profile.
Though a 25% tariff won’t completely halt the flow of Korean beauty products, Lovely pointed out it would likely reduce the volume sold in the U.S. and prompt producers to limit the variety they offer.
Retailer Winnie Zhong, who manages two New York boutiques and an online store specializing in international beauty products, noticed a brief “panic buying” phase when tariffs were first announced. However, this surge subsided after the administration delayed the tariffs for 90 days, and it has not picked up again—even after the July 7 announcement that the 25% tax on imports from Japan and South Korea would take effect on August 1.
While Japan, the Philippines, and Indonesia managed to negotiate lower tariff rates with the U.S.—Japan’s rate dropping from 25% to 15%—South Korea has yet to finalize a deal. This is notable given that a free trade agreement since 2012 had allowed most Korean consumer goods, including cosmetics, to enter the U.S. duty-free.
Since Senti Senti’s first store opened 16 years ago, Japanese and Korean products have become the main focus, now making up 90% of their inventory. So far, the retailer hasn’t passed any tariff-related costs onto customers, but a 25% import tax would force price hikes, according to Zhong.
“What’s special about K-beauty is its affordable pricing,” she explained. “If tariffs raise costs significantly, it’s unclear where K-beauty will head.”
Many dedicated fans often order directly from Asia, even if it means waiting weeks, because prices there tend to be lower than in American stores. But amid tariff uncertainties, some shoppers are holding off on replenishing their favorite sunscreens, lip tints, and toners.
Jen Chae, a Los Angeles-based content creator with over 1.2 million YouTube followers, has explored Korean and Japanese beauty brands and recently started trying Chinese products. When tariffs were first announced, she paused orders from sites like YesStyle.com, uncertain whether she’d face customs duties on purchases or items sent by brands for reviews.
“YesStyle offers store credit to cover import fees, but it wasn’t clear how tariffs would be applied across different shipments,” Chae said.
At Ohlolly, an online retailer specializing in Korean products, owners Sue Greene and Herra Namhie have also hit pause on restocking. They buy directly from Korea and licensed U.S. wholesalers and store inventory in Ontario, California. A 25% tax would drastically increase their costs.
“We made two recent orders while tariffs were at 10%, but further restocks are on hold,” Namhie said. “If prices rise, customers may turn elsewhere.”
The sisters hope for a tariff reduction or exemptions for lower-cost items like beauty products. Yet, with only two to four months of inventory on hand, they must soon decide which products to keep, discontinue, or raise prices on.
Rachel Weingarten, a former makeup artist and author of the “Hello Gorgeous!” beauty newsletter, advised caution about stockpiling.
“Some products have natural oils or delicate packaging and can expire quickly, so buying in bulk isn’t always practical,” she said. Even if prices rise, Weingarten plans to continue buying Korean beauty products but remains open to trying great products from other countries.
Bhasin from Menlo Park, California, is committed to continuing her Korean skincare routine despite potential price increases. “For face masks, I don’t think there are many reliable U.S. alternatives,” she said.
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