K-Beauty Sales Hit Record $2.4 Billion in US as Salmon Sperm Products Go Viral

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3.2.2026

Quick Facts

US K-beauty sales reached record $2.4 billion in 2025, with the US overtaking China as Korea’s largest export destination
PDRN treatments derived from salmon sperm DNA went viral on TikTok with over 80,000 related videos after celebrity endorsements
Korean cosmetic exports hit record $10.2 billion globally in 2024, with South Korea now ranking third worldwide in beauty exports

Korean beauty brands achieved record sales of $2.4 billion in the United States during 2025, driven by viral social media trends and celebrity endorsements of treatments containing salmon sperm DNA.

The US has overtaken China as Korea’s largest export destination for cosmetics. Shipments to the US totaled $1.67 billion in the first three quarters of 2025, representing 19.6% of total exports and an 18.1% increase from the previous year.

The growth surge centers on PDRN (polydeoxyribonucleotide) treatments, derived from salmon sperm DNA fragments. Celebrities including Kim Kardashian, Jennifer Aniston, and Kylie Jenner endorsed the treatments in 2024, sparking viral interest on social media platforms.

TikTok now hosts over 80,000 videos related to salmon sperm facials and skincare. The ingredient has been positioned as the solution for achieving ‘glass skin,’ the coveted Korean beauty standard of hydrated, poreless-looking skin.

“PDRN is celebrated for its ability to accelerate wound healing and promote soft tissue regeneration,” said Kim Byung Hoon, CEO of Korean skincare brand Medicube. “These properties make it particularly effective in addressing hyperpigmentation, enhancing skin elasticity, and restoring the skin barrier.”

Ulta Beauty has capitalized on the trend by launching a dedicated Korean beauty platform in July 2025. CEO Kecia Steelman said the company’s K-beauty assortment “continues to resonate and drive skin care sales” during the latest earnings call.

Korean brands like Laneige, Cosrx, and Innisfree now occupy shelf space in major US retailers including Ulta Beauty and Target. Some brands are establishing US manufacturing operations to avoid potential tariff issues.

Despite the viral success, industry experts note challenges ahead. The category remains niche among mainstream consumers, and observers warn of market saturation. Additionally, no randomized trials or regulatory approvals independently validate topical PDRN’s clinical benefits.

South Korea’s total cosmetic exports reached a record $10.2 billion in 2024, making it the world’s third-largest cosmetic exporter. However, shipments to China fell 11.7% to $1.58 billion as that market declined from 52.9% of total sales in 2021 to 18.6% currently.