Shin Hwasuk, Amazon Korea CEO: "Four in Five Don't Buy K-Beauty" ... Targeting Europe and Hair Care

Shin Hwasuk, CEO of Amazon Global Selling Korea
"K-beauty is becoming a global industry beyond the craze"
Plans to bring 100 brands into Europe next year
Exploring new markets such as hair care

"One in five Amazon beauty customers buys K-beauty products. But we should remember that the other four represent an untapped market."

Shin Hwasuk, CEO of Amazon Global Selling Korea, highlighted K-beauty's growth potential on October 27 at "Amazon Beauty in Seoul 2026," held in Seoul. Her point was that there is ample room to expand the market, as a larger pool of consumers remains untapped even as the K-beauty craze spreads worldwide.

Shin Hwasuk, head of Amazon Global Selling Korea, speaks at Amazon Beauty in Seoul 2026, held in Seoul on the 27th. Photo by Han Yeju.

"Even 15 years ago, when I gave high-end Korean cosmetics to an American buyer, they were wary and wondered whether they could put them on their face," Shin said. "Now, foreigners get skin treatments in Korea, return home, and buy the cosmetics they need for aftercare."

"Every time I meet sellers, they ask how long the K-beauty craze will last," she said. "The craze will eventually cool, but if we set new standards and keep expanding the market, it won't disappear easily."

K-beauty's growth on Amazon has been rapid. From January through September this year, sales of beauty products by Korean sellers on Amazon nearly doubled from the same period last year. According to Shin, about 44% of K-beauty products sold in the United States are traded through Amazon.

Shin attributed this growth to new product development and expanded customer reach. "Over the past two years, we have supported new sellers in establishing themselves in the market and continued to develop new products," she said. "By using Amazon's artificial intelligence (AI) to identify consumer trends and validate actual purchasing demand, we launched about 28 Amazon-exclusive products this year."

She said K-beauty's growth is also expanding beyond skincare into areas such as hair care. "In the past, people washed their hair with shampoo and conditioner. Now, they care for their hair in stages using products such as essences, serums, and oils," she said. "We will prove that our success in skincare is not simply a matter of chance, but a strength that can be extended to other categories."

Shin Hwasook, head of Amazon Global Selling Korea, speaks at “Amazon Beauty in Seoul 2026,” held in Seoul on the 27th. Amazon Global Selling

She also expressed strong optimism about the European market. "Growth in Europe has been constrained not by a lack of demand, but by barriers to entry such as value-added tax (VAT) and regulatory compliance," Shin said. "Now that these barriers have been removed, pent-up demand is surging."

She cited Biodance as a prime example. After entering the UK last year, Biodance expanded its sales footprint this year to Germany, France, Italy, and Spain. During the recent Prime Big Deal Days, its sales in Europe rose 50-fold year over year, with the four countries outside the UK accounting for more than half of total sales.

"Our products need to reach Europe as soon as possible," Shin said. "In 2027, we will bring about 100 major brands into the European market and replicate in Europe the growth trajectory we achieved in the United States."

To support this effort, Amazon announced four initiatives that day to accelerate K-beauty's global growth: "Million," which will help 50 new sellers each generate more than $1 million in sales during their first year on Amazon in the United States; "Titan," which will share the operating models of seven leading brands with other companies; "Silk Road," which will expand into hair care and wellness; and "Autobahn," which will simplify the process of entering the European market.

"K-beauty is becoming a global industry, moving beyond a passing trend," Shin said. "Building on the foundations we have established and the growth we have achieved, we will set new standards and expand into a larger global market."

"Amazon Beauty in Seoul 2026," held that day under the theme "Amazon, the Hub of K-Beauty Worldwide," drew more than 1,300 attendees in person and more than 9,000 online.

This content was produced with the assistance of AI translation services.