Are you ready for a 25% price hike on your favorite Korean beauty products? As President Donald Trump’s deadline of August 1, 2025, looms, U.S. consumers and retailers are scrambling to secure their stash of K-beauty essentials before tariffs on South Korean imports kick in.
According to the New York Post, with a potential 25% duty on South Korean goods threatening to disrupt the booming K-beauty market, Americans are stockpiling products and businesses are halting orders amid uncertainty over a possible trade deal.
Korean beauty, or K-beauty, has been a global phenomenon for over a decade, captivating markets in Europe, the Americas, and the Middle East. In the U.S., products like BB creams and 10-step skincare routines with unique ingredients such as snail mucin have become trendsetters. South Korea exported more cosmetics to the U.S. than any other country last year, with imports reaching $1.7 billion in 2024, a staggering 54% jump from the prior year.
The cultural wave of South Korean influence, from K-pop bands like BTS to media hits like “Squid Game,” has elevated K-beauty’s profile. While vehicles and electronics top South Korea’s export list to the U.S., cosmetics remain a vital and growing category.
But storm clouds are gathering. Trump’s announcement on July 7, 2025, confirmed a 25% tariff on imports from South Korea and Japan starting August 1, unless trade deals are struck. South Korea, despite a free trade agreement since 2012 allowing tax-free entry for most goods, has yet to secure an exemption.
Consumers aren’t waiting to find out. Take Amrita Bhasin, a 24-year-old from Menlo Park, California, who recently bought 50 sheet masks in bulk. She declared, “I did a recent haul to stockpile.”
Retailers are feeling the heat, too. Senti Senti, a New York-based boutique chain, saw “panic buying” when tariffs were first floated, though the rush has slowed since a temporary 90-day pause was lifted. Now, with South Korean and Japanese products making up 90% of their stock, they’re bracing for impact without yet passing costs to customers.
Online stores like Ohlolly, run by Sue Greene and Herra Namhie, are also in a bind. Having placed recent orders at a 10% tariff rate, they’ve paused restocks as a potential 25% duty looms, which Namhie warns could mean a “huge increase in costs.”
Ohlolly holds two to four months of inventory but must decide soon on pricing or product cuts. Namhie added, “Because I don’t think we can handle 25%.”
Even devoted fans who order directly from Asia for lower prices are hesitating. Jen Chae, a Los Angeles content creator with 1.2 million YouTube subscribers, stopped buying from sites like YesStyle.com, citing confusion over potential customs fees.
Chae explained, “I wasn’t sure if those would automatically charge the entire package.” While YesStyle.com offers store credit for import charges, the uncertainty still deters purchases.
Economists warn of broader implications. Mary Lovely of the Peterson Institute for International Economics noted that while K-beauty offers unique value to American consumers, tariffs could shrink product variety and sales in the U.S. market.
Lovely emphasized the cultural and economic synergy, stating, “It’s all part and parcel really of the same thing.” A 25% tariff won’t halt the K-beauty wave entirely, but it’s hard to ignore the potential drag on affordability and choice.
For now, South Korea races against the clock to negotiate a deal before August 1, 2025, as other nations like Japan have secured reduced rates. Consumers like Bhasin remain loyal, insisting they won’t switch to U.S. alternatives for products like face masks. So, what’s your move—stock up now or wait for a trade breakthrough?