K-beauty’s meteoric rise in the U.S. was fueled by affordable, high-quality products featuring unique ingredients like snail mucin, Centella asiatica, and rice water. The recently announced 25% tariff on South Korean goods—along with the repeal of a customs loophole for K-beauty products shipped via Hong Kong—threatens to inflate prices and limit access. Many Americans prefer K-beauty sunscreens for their advanced UV protection and elegant feel, which outshine American alternatives hindered by the FDA’s slow approval process.

Skin-care fans are already reacting with urgency, stockpiling their favorite serums and sunscreens before prices spike. The change could challenge the strength of South Korea’s “soft power” and test whether American consumers are truly loyal to K-beauty or simply attracted to the affordability. The economic stakes are significant: Korean cosmetics generated $10 billion in exports last year, with nearly $2 billion going to the U.S. Some Korean brands, ironically, are more popular abroad than at home. For example, Beauty of Joseon—a favorite among American influencers—is perceived as tacky in Korea.

Part of K-beauty’s appeal has been its luxury feel at an accessible price. But as companies like KraveBeauty announce that tariffs will force them to raise prices, consumers may rethink their loyalty. Some American-based K-beauty manufacturers can sidestep tariffs, and more companies may follow if the U.S. market proves resilient. However, shifting production to the U.S. could undermine the authenticity and innovation that make K-beauty distinct. Ultimately, the tariffs could significantly alter the landscape of Korean skincare in America. As prices rise and formulations change to meet FDA regulations, the very qualities that made K-beauty special—its foreign origin, affordability, and effectiveness—may fade, prompting beauty lovers to either adapt or look elsewhere.