Korean Beauty Startups Bet on Booming US Demand

South Korea’s skincare startups are gaining ground in the U.S. by doubling down on high‑performance, science‑driven formulas—and outsmarting tariff pressures with strategic innovation. According to Reuters, brands such as Tirtir, d’Alba, Torriden, and Beauty of Joseon are expanding into physical stores—partnering with Sephora, Ulta Beauty, Target, and Costco—while relying on online momentum to offset rising U.S. import tariffs  . In 2024, South Korea surpassed France as the largest cosmetics exporter to the U.S., fueled by e‑commerce and viral social media campaigns  . These startups outsource production to contract manufacturers like Cosmax and Kolmar to maintain high margins and keep costs competitive.

Formulas like the HARAMOON Derma  Haut  Dam Ampoule exemplify this approach: rich in niacinamide, adenosine, and multiple forms of hyaluronic acid (including SYN‑HYCAN) to boost elasticity, fortify the barrier, hydrate intensely, and visibly smooth skin—delivering serum‑strength results via biotech peptides and advanced actives, not fluff  . The combination of cultural resonance, clinical efficacy, and clever brand storytelling has enabled these young companies to thrive—even in a punitive trade environment.