As US President Donald Trump's tariff policies raise concerns, the K-beauty industry finds an unexpected opportunity. Americans are stockpiling items expected to increase in price, including Korean sunscreen, causing a surge in demand. Unlike the US, which regulates sunscreen as a drug, Europe and Asia categorize it as a cosmetic, leading to better application and effectiveness in Korean products. This has fueled a buying frenzy in the US, with customers fearing difficulties in purchasing Korean cosmetics like snail cream. K-beauty sales continue to rise globally, even surpassing French luxury brands in the Western markets. Korean brands are actively expanding internationally, with notable success in Europe and the US.
