Mieke Meintjes
Korean beauty brands are gaining ground in US brick-and-mortar retail despite a proposed 25% tariff on South Korean imports. The looming trade measure threatens to disrupt the flow of cosmetic goods across the Pacific.
K-beauty products are moving beyond beauty-specific shelves and are now offered at major discount retailers like Walmart and Costco. This signals Korean cosmetics’ significant transition from a niche import to an everyday basic.
