Who would have guessed that serums containing snail mucin, the sticky material they exude, would find their way into K-Beauty skincare regimens all around the world? According to a popular TikTok challenge endorsing the serum, it has actually happened, and the gooey flexibility is crucial. It caused its producer, the little South Korean brand CosRX, to expand internationally. The largest cosmetics company in the nation, Amorepacific, currently owns it.
K-beauty has grown extremely popular, as evidenced by the quick spread of that sticky serum. It is one of the largest industries in South Korea, where there has always been intense pressure to appear nearly perfect in a highly competitive society. It is driven by viral content and trends.
In 2024, the domestic market alone was estimated to be worth $13 billion (£9.6 billion), and sales of certain products were predicted to increase at double-digit rates. As part of the Hallyu, or Korean Wave, which has made K-Pop and K-dramas a worldwide phenomenon, it should come as no surprise that the rest of the world is equally fixated on K-beauty.
Global retailers such as Sephora, Boots, and Walmart now have dedicated sections for K-beauty brands. South Korea became the world’s second-largest exporter of beauty products in the first half of 2025, surpassing France, the country that invented modern cosmetics.
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