Quick Facts
- Amorepacific’s North American sales grew triple-digits in 2025, helping drive US K-beauty market to $2 billion
- The company launched five brands exclusively through Amazon and Sephora partnerships in the past year
- K-beauty sales on TikTok Shop grew 132% year-over-year, outpacing the platform’s 120% overall growth
Amorepacific Group, the Korean beauty conglomerate behind Laneige and COSRX, has emerged as the driving force behind K-beauty’s explosive growth in North America. The company’s selective expansion strategy helped push US K-beauty sales to $2 billion in 2025.
The Seoul-based company recorded consolidated revenue of KRW 4.6232 trillion ($3.4 billion) in 2025, marking its highest operating profit in six years. North American sales surged 20% year-over-year, with derma beauty brands like AESTURA posting triple-digit growth.
Amorepacific’s success stems from exclusive partnerships with major retailers. The company launched skin care brands Hanyul and Aestura exclusively at Sephora in 2025, followed by clinical-grade brand IOPE in March. Last week, it debuted 30-year-old brand Mamonde exclusively on Amazon Premium Beauty.
“Our strategy is not to indiscriminately distribute the brand,” said Giovanni Valentini, Amorepacific North America CEO. “In every single point of distribution where you are, you should be able to visit the store, develop the relationship with the beauty advisor from the retailer, execute events, elevate experience.”
The company’s Amazon business exploded during the e-commerce giant’s Big Spring Sale, with brand sales surging 201% year-over-year. Illiyoon alone sold 40,000 units of its flagship cream during the event.
TikTok has become a critical growth driver for K-beauty. The platform’s Shop feature saw K-beauty sales grow 132% year-over-year, with brands like Medicube and Anua going viral. NielsenIQ data shows 70% of K-beauty sales now happen online.
COSRX exemplifies this digital success. The brand maintained an average quarterly growth rate of 182% through Q3 2025, ranking number one in TikTok Shop’s Eye Treatment category.
Retailers are responding to consumer demand by expanding K-beauty assortments. Sephora doubled its K-beauty portfolio in 2024 and 2025, while Ulta Beauty now carries over 200 products from eight Korean brands including I’m From, Mixsoon, and Some By Mi.
“There’s been a big focus on the growth and the capabilities to build in North America,” Valentini said. The company’s five-year roadmap aims to create a “portfolio that is well differentiated” without adding complexity to its core business.
South Korea overtook France as the top cosmetics exporter to the US in 2025, with shipments totaling $5.5 billion in the first half of the year. North America now accounts for 34.38% of the global K-beauty market, with the US holding a 67.96% share of North American K-beauty sales.
Amorepacific targets nearly 15 trillion won in revenue by 2035, focusing on five core regions including North America. The company recently won a CES 2026 Innovation Award for its Skinsight technology, signaling continued investment in beauty-tech innovation.
