K-beauty brands dominate on Amazon Prime Day

Korean skincare and beauty brands achieved record-breaking performance during Amazon's annual Prime Day event, securing nearly 40% of the platform's top 100 skincare bestsellers. Major conglomerates like Amorepacific and emerging players like APR saw double-digit growth and top-tier search rankings, reflecting a significant shift in Western consumer preferences toward K-beauty. This surge coincides with record-high Korean cosmetics exports, which reached $7 billion in the first half of the year, signaling a robust global expansion for the sector.

During the June 23–26 Prime Day event, Korean brands claimed 38 of the top 100 skincare products and 29 of the top 100 items in the broader beauty and personal care category. Amorepacific Group reported its strongest Prime Day performance to date, with sales increasing by 20% in the U.S. and 22% in Europe compared to the previous year. While established brands like Laneige and Cosrx continued to perform well—with Laneige’s Lip Glowy Balm and Lip Sleeping Mask taking the top two spots in the lip balm category—newer entries such as Mise en Scene and Ryo also gained traction. Mise en Scene’s Perfect Serum Hair Oil notably ranked first in the hair styling oil category.

APR’s brand Medicube emerged as a major competitor, with its search volume on Amazon surpassing global staples like iPad, Lego, and AirPods. The brand’s Zero Pore Pad maintained its position as the top-selling product in the overall beauty category for the second consecutive year and the top toner for the third year. At one point during the sale, 11 different Medicube products were ranked among the top 100 bestsellers across all categories. APR also noted significant new demand in European markets, specifically ranking first in searches on Amazon Spain and Amazon Italy, prompting plans for further localized branding and channel diversification.

The success on Amazon mirrors a broader upward trend for the Korean cosmetics industry, which saw first-half exports rise 27.3% year-on-year to a record $7 billion. This growth has prompted the Korean Ministry of Food and Drug Safety to announce enhanced support measures for companies expanding overseas. These initiatives include the creation of the world’s first global consultative body of cosmetics regulatory agency heads and the provision of detailed, country-specific regulatory information to help brands navigate international compliance.