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K-Beauty ‘Renaissance’ Sparked By Growth On US Amazon Platform

 
• By Eileen Francis

K-beauty (Korean beauty)’s success in US e-commerce in 2024 was independent of overall US market beauty growth, surging 63% year-over-year on average, according to Samsung Securities.

(Shutterstock)

The K-beauty (Korean beauty) “Renaissance” is underway thanks to the US Amazon platform, with sales of the segment in 2024 exceeding overall online beauty sales and significant upside expected this year as innovative products, beauty trends and suncare attract more US consumers.

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