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According to a survey on the global popularity of South Korean beauty products in 2023, 24.1 percent of respondents stated that Korean beauty products were popular among the general public. Another 24.6 percent answered that K-beauty was widely popular with related goods promoted in their country. In the same survey, Korean beauty products were found to be the most popular in India and the UAE.

Increasing interest in K-Beauty

Korean beauty products, or in short K-beauty products, are in high demand inside and outside of South Korea, leading to an increasing market share of K-beauty products throughout the years. This surge in demand is also visible in the exports of K-beauty products from South Korea, as the export value significantly increased as well.

Popular skin care routine

Skin care routines, that often include more than one step, have contributed to the popularity of Korean beauty products. A lot of Korean women enjoy wearing face masks at home as part of their skin care routine. Exfoliating or taking hydrating beauty supplements are also common methods as part of the skin care routine among Korean women.

Popularity of South Korean beauty products (K-beauty) worldwide in 2023

Characteristic	Share of respondents
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Release date

April 2024

More information

Region

Worldwide, South Korea

Survey time period

November 10 to 30, 2023

Number of respondents

25,000 respondents worldwide*

Age group

15-59 years old

Method of interview

Online panel

Supplementary notes

*This survey was conducted in the following countries: China, Japan, Taiwan, Thailand, Indonesia, Malaysia, India, Australia, Vietnam, United States, Brazil, Argentina, France, United Kingdom, Russia, Turkey, UAE, Kazakhstan, Mexico, Germany, Canada, Italy, Spain, Saudi Arabia, Egypt, and South Africa.
Original question: "How popular do you think is Korean beauty in your country at the moment?"

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