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K-ビューティの世界的存在感：市場動向、普及率、そして戦略的優位性
K-ビューティの世界的な歩みは、新たな局面を迎えました。かつては中国が圧倒的な輸出先でしたが、現在はその構図が大きく変化し、米国が総売上の半分以上を占める最大市場へと浮上しています。
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Yang Hu
Asia Pacific Insight Manager: Health and BeautySeoul
Chinese, English, Korean
Yang is responsible for providing regional cross-industry insights on health and beauty across Asia, working with local analysts to deliver high quality market analyses to all clients.
Yang joined Euromonitor in 2022 with seven years of experiences in strategic planning and venture development in the beauty and retail industry. Yang previously worked at Beiersdorf as an early innovation and venture development manager, managing research projects and related studies.
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K-Beauty’s Global Footprint: Performance, Presence, and Strategic Strengths
K-beauty’s global trajectory has entered a new chapter. Once dominated by China, the export landscape has shifted dramatically, with the US now commanding over half of total sales.
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Winning in China: What Australian Health Brands Can Learn from Swisse’s Success
Swisse, the Australian health brand, is the leading player in China’s online vitamins and dietary supplements market. According to Euromonitor International E-Commerce data, the brand has maintained its top position since 2022 without serious competition from other brands.
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“Beauty” is now the second most important leading function in the Asia Pacific and Australasia vitamins and dietary supplements (VDS) market of USD65.8 billion in 2025.
Propelled by the momentum of ‘K-beauty 2.0’, global K-beauty online sales for the first three quarters of 2025 already reached 86% of the total recorded in 2024.
글로벌 K-뷰티 온라인 판매액*은 23억 7천만 달러로 2024년 전체 판매액의 86%에 달해, 올해 판매액이 작년을 넘어선다는 분석이 나왔다.