Korean beauty products are becoming mainstream in the U.S. Why there may be even more growth ahead
Morgan Stanley forecasts that K-beauty sales in the U.S. can reach approximately $4 billion in 2026.
AI Summary
Korean beauty products are gaining mainstream popularity in the U.S., with Morgan Stanley forecasting sales could reach $4 billion by 2026. The trend is exemplified by South Korean retailer Olive Young attracting thousands of daily shoppers at its new California stores. Demand has been fueled by the pandemic-era rise of "glass skin" routines and a skincare-first philosophy that emphasizes healthy, glowing skin.