Markets.

K-Beauty's US Market Hits $2.8bn, Expands into Sexual Wellness & Scent Care

Korean beauty's market influence is growing beyond traditional skincare and makeup, moving into new categories like sexual wellness and 'scent care'. U.S. sales of K-beauty products reached $2.8 billion in early 2026, a 48% increase from the prior year, demonstrating sustained market demand and retail expansion.