The secrets behind S. Korea's cosmetics boom

Thanks to K-pop nods and rapid product development, nation is now top makeup exporter to U.S.

- BY MAX KIM

TINA HSU For The Times BOTTLES of foundation made by the Korean manufacturer Cosmax for various brands are displayed.

Jo Min-Su was working toward a computer science doctorate at one of South Korea's best universities when he stumbled on his calling: building a better lip gloss.

The 30-year-old sat near his booth at Seoul Beauty Week, pulled out a stick of his brand — named Blup — and gave his upper lip a dewy pink glow-up.

"Nobody trusts a founder who doesn't use his own product," he said, smacking his lips.

Jo is one of the tens of thousands of entrepreneurs looking to strike it rich on the seemingly insatiable global demand for beauty products from South Korea.

Following in the slipstream of the superstars of K-pop, K-beauty has become a massive global business.

Los Angeles fans of South Korean imports flocked to KCON LA 2025 at the L.A. Convention Center in August. At the music and cultural festival, they saw top K-pop idols and lined up for K-beauty at skin care booths.

The three-day convention — which had more than 350 booths and attracted more than 100,000 people from around L.A. and the country — was sponsored by South Korean health and beauty giant Olive Young, which plans to open its first U.S. outlet in L.A. early next year.

The secret of K-beauty's success has been the unlikely alliance of big manufacturers and small entrepreneurs to develop and supply a steady stream of new products to consumers and the "skinfluencers" who help them lock in on the latest lotions.

Popular for offering unique and affordable products such as sunscreens that don't leave white smears while doubling as moisturizers South Korean cosmetics have dominated some social media feeds in recent years. Whether it is Kim Kardashian on Instagram or deals from Walmart or Target, consumers who care about cosmetics are getting constant updates on the ever-changing trends.