Changes in K-Beauty Export Structure and Industry Case Studies, 2021–2025: Focusing on Market Diversification and Directions for Industrial Advancement

This study examines changes in the K-Beauty export structure from 2021 to 2025 and explores directions for industrial advancement through market diversification and selected industry cases. The study combines a review of previous research, trend and comparative analysis of official export statistics, market-concentration analysis using the Herfindahl-Hirschman Index (HHI), CR3, and CR5, and industry case analysis. The results show that Korean cosmetics exports reached USD 11.42 billion in 2025. China’s share of Korean cosmetics exports declined from 53.2% in 2021 to 17.7% in 2025, while the U.S. share increased from 9.2% to 19.1%. The United States became the largest export market, while Japan maintained a relatively stable share. Over the same period, the HHI declined from 3,058.8 to 892.2, while CR3 and CR5 also decreased, indicating a marked reduction in export-market concentration and a broader distribution of export destinations. Makeup and basic cosmetics remained the dominant export category, although growth was also observed in other product categories. Industry cases showed emerging forms of overseas distribution and brand deployment, as well as business expansion into beauty-tech. These cases are interpreted as illustrative examples rather than as evidence representative of the entire K-Beauty industry. Regulatory compliance, brand protection, sustainability, and inclusion were considered management tasks required to sustain competitiveness rather than direct evidence of industrial advancement. The findings suggest directions for K-Beauty’s next stage, including sustained market diversification, market-specific strategies, stronger product and brand capabilities, and expansion of distribution and business models while avoiding renewed dependence on a single market.