Korean Beauty isn't just growing on Amazon — it's reshaping the category. It's o
By Wendy Franks · November 10, 2026 · Curated by George's Blog
Korean Beauty isn't just growing on Amazon — it's reshaping the category. It's one of the fastest-growing stories in Beauty, growing more than 3x faster than total Beauty on Amazon, with more than 1 in 3 Beauty customers now browsing Korean Beauty.
I recently had the opportunity to travel to Seoul, and it truly brought that momentum to life for me. At the third annual Amazon Beauty in Seoul conference, I had the privilege of joining Amazon leaders from across NA, EU, and APAC on stage alongside the industry leaders shaping what's next — sharing how brands can accelerate their next stage of global growth, from AI-powered discovery and creator-led marketing to faster delivery. I also had the chance to sit down with some of the most influential brands driving this growth to talk about the future of Korean Beauty and how we can continue to accelerate their momentum on Amazon together in 2027 and beyond.
Outside the sessions, the city left just as big an impression. Exploring the bold storefronts, taking in the colorful displays and seemingly infinite product innovation, left me feeling truly energized. I'm proud of how we're bringing that same energy to life for customers on Amazon.com through a dedicated Korean Beauty storefront, creator-led discovery like our Amazon Live shopping events, and tech-enabled experiences that let customers personalize Korean Beauty products to make them their own. This is only the beginning. Korean Beauty isn't just growing — it's setting the pace for innovation across the entire Beauty and Wellness industry.
Many thanks to the teams and brand partners who made this conference a success! Explore the latest viral Korean Beauty trends and customers' most-loved products at amazon.com/kbeauty.