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K-beauty popularity worldwide 2019

According to a survey on the global popularity of South Korean beauty products in 2019, around 42.6 percent of respondents stated that Korean beauty products were very popular in their country. In the same survey, Korean beauty products were the most popular in Southeast Asian countries including Vietnam, Malaysia, Indonesia, and Thailand.

Increasing interest in K-Beauty

Korean beauty products, or in short K-beauty products, are in high demand inside and outside of South Korea, leading to an increasing market share of K-beauty products throughout the years. This surge in demand is also visible in the exports of K-beauty products from South Korea, as the export value significantly increased as well.

Popular skin care routine

Skin care routines, that often include more than one step, have contributed to the popularity of Korean beauty products. A lot of Korean women enjoy wearing face masks at home as part of their skin care routine. Exfoliating or taking hydrating beauty supplements are also common methods as part of the skin care routine among Korean women.

Popularity of South Korean beauty products (K-beauty) worldwide in 2019

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Release date

February 2020


Worldwide, South Korea

Survey time period

October 4 to October 20, 2019

Number of respondents

8,000 respondents

Age group

15-59 years old

Method of interview

Online panel

Supplementary notes

This global survey is conducted to 8,000 respondents in the following 17 countries: China, Japan, Taiwan, Thailand, Malaysia, Indonesia, India, Australia, Vietnam, United States, Brazil, France, United Kingdom, Russia, Turkey, UAE, and South Africa.
Original question: "How popular do you think is Korean beauty in your country at the moment?"

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Statistics on "Popularity of Korean beauty products worldwide"

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