NIQ says global K-Beauty value sales jump 53% year-over-year
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- Latin America emerged as a growth engine, with Brazil and Mexico posting 135% value growth.
- North America skewed heavily online, with e-commerce at 76% of K-Beauty sales; Canada hit $164 million in 2025, up 57%.
Western Europe adoption
- Western Europe rose 58% year over year.
- Korean brands reached about 10% of online skincare sales, rising to 15% to 20% in Italy, Spain and France.
Global K-Beauty sales momentum
- NIQ analysis flagged K-Beauty as a fast-scaling global segment, with value sales up 53% year over year and up 131% in two years.
- TikTok Shop activity signaled accelerating demand, with UK searches up 125% in 2025 and value sales up 430% across the UK, US, Spain and Germany.
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