NIQ report shows 131% growth over two years
K-Beauty value sales rose 53% year over year and 131% over the past two years, NIQ reported on 15 July 2026 in Chicago.
The figures appear in NIQ’s report K-Beauty Goes Global. The study tracks how regional beauty trends, social commerce and digital demand are changing global growth.
NIQ trades on the NYSE under the ticker NIQ. Its latest data shows Korean beauty has become a fast-growing global segment.
Western Europe posted 58% value growth year over year. Korean brands now hold about 10% of European online skincare sales.
That share reaches 15% to 20% in Italy, Spain and France. The report links those gains to stronger online demand and faster product discovery.
In North America, e-commerce makes up 76% of K-Beauty sales. Canada reached $164 million in 2025, up 57% from 2024.
Brazil and Mexico each helped drive 135% value growth in Latin America. NIQ identified both markets as signs of rising momentum outside early strongholds.
TikTok Shop sales rise 430%
TikTok Shop data shows UK searches for K-Beauty increased 125% in 2025. Across the UK, US, Spain and Germany, K-Beauty value sales on the platform climbed 430% year over year.
Those numbers show how discovery-to-purchase platforms can speed up beauty sales. They also point to a wider shift toward social commerce in the category.
Tara James Taylor, NIQ’s SVP for the global beauty and personal care vertical, called K-Beauty “one of the clearest examples of how regional beauty innovation can translate into global growth”.
NIQ’s report also highlights product formats that moved into daily use. Sheet masks, acne patches, essences, serums and ampoules all feature in that shift.
Ingredient-led trends helped widen the audience. Snail mucin, centella asiatica and PDRN spread beyond specialist shoppers into broader beauty routines.
Taylor argued that K-Beauty’s growth rests on speed, cultural relevance and strong value. NIQ also found the category is pushing affordable, high-performance products and faster innovation cycles.
Following those changes, brands face more pressure to track regional trends early. NIQ concluded that timely market intelligence will help companies judge which signals can scale globally.
