Amid the K-beauty craze, U.S. media have spotlighted Korean cosmetics brands.
On the 28th (local time), The Hollywood Reporter, which covers news from Hollywood, reported that "many stars, including Sydney Sweeney, Rosé, and Florence Pugh, love the K-beauty brands that are currently on sale on Amazon."
The media recommended 13 popular Korean cosmetics, introducing "Medikube, loved by Justin Bieber's wife and model Hailey Bieber; Laneige, recommended by actress Sydney Sweeney; Dr. Jart, a mask pack brand praised by actress Florence Pugh; and the BioDense mask pack, favored by Hollywood beauty experts."
The Hollywood Reporter particularly noted that popular Korean cosmetics can be purchased at discounts of up to 48% and advised to buy them before prices rise due to tariffs.
The fashion media Allure also introduced Korean cosmetics in an article titled "Tariffs won't stop Amazon's 'K-beauty purchases.'" Allure stated, "You need to order the best Amazon Korean beauty discount products right now," adding, "This discount event may disappear before you say 'chok chok' in Korean." Chok chok means skin that is resilient and hydrated in Korean, and it also explained that Korean cosmetics are essential for achieving 'glass skin.'
The editor of Glamour magazine also introduced Korean serum products, stating, "As a solid member of the K-beauty fandom and a beauty journalist who tests cosmetics, Korean vitamin C serums have yet to disappoint me in this assured category."
According to Bloomberg News, Korea's cosmetics exports to the United States reached $1.71 billion (approximately 2.5 trillion won) last year, surpassing France to become the top exporting country. Bloomberg noted the popularity of K-pop and K-dramas as the backdrop for the popularity of Korean cosmetics.