22 Korean brands rank in top US skincare sellers; cosmetics exports hit $5.48 billion in first five months of 2026

APR's Medicube flagship products sold on Amazon [Provided by APR]
APR's Medicube flagship products sold on Amazon [Provided by APR]

K-beauty brands are making their presence felt ahead of Amazon Prime Day, with Korean products claiming top spots in skincare bestseller rankings across the United States, the United Kingdom, Germany and France.

Amazon's 2026 Prime Day, running Tuesday through Friday, offers paid membership subscribers major discounts and exclusive products. Widely regarded as the year's biggest shopping event, it gives brands a key opportunity to expand their overseas market share and attract new customers.

Korean beauty products are dominating skincare categories across Amazon's major markets. As of Monday, 22 Korean brand products appeared in the top ranks of Amazon's US skincare bestseller category. APR's Medicube Zero Pore Pad held the No. 1 spot, with eight Medicube products in total making the list. Anua, a brand under The Founders, also placed four products in the rankings.

The trend extends to Europe. Seventeen Korean brand products appeared in Amazon UK's skincare bestseller rankings, with eight from Medicube. Joseon Beauty by Goodday Global and Cosrx, which Amorepacific acquired, also secured top positions.

In Germany, 20 of the top skincare bestsellers on Amazon were Korean brands, including Medicube and Cosrx, as well as Joseon Beauty's sunscreen and a mist product from d'Alba Global.

K-beauty is also gaining ground in France, a country long regarded as a cosmetics powerhouse. Fifteen Korean products ranked in Amazon France's skincare bestseller category, with Medicube alone accounting for nine. In Spain, 16 Korean products made the bestseller list, extending K-beauty's reach across Europe.

Export figures reflect the momentum. According to Korea Customs Service trade statistics, cosmetics exports totaled $5.48 billion in the first five months of this year. Annual figures have climbed steadily, reaching $9.87 billion in 2024 and $11.03 billion in 2025.

"Whereas demand for K-beauty was once concentrated in the United States and a handful of Asian markets, we are now seeing skincare-led consumption expand rapidly in major European countries such as the UK, Germany and France," an industry official said. "Global shopping events like Prime Day are likely to further strengthen brand awareness and drive purchase conversions."


siuu@heraldcorp.com