Korean beauty exports reach 57,000 tonnes in 2026, with Europe surpassing Asia as the largest air market, driven by significant growth.
South Korea has shipped 57,000 tonnes of beauty and personal care products abroad so far in 2026, up 47% year-on-year, according to a new report by aviation and logistics strategy consultancy Aevean. The data points to a significant shift in K-beauty demand geography. Europe has now overtaken Asia as the largest air market for Korean beauty products.
Europe leads the expansion. Air volumes to the region rose 104% to approximately 19,000 tonnes, placing Europe ahead of Asia Pacific and making it the top destination for Korean beauty and personal care products shipped by air. The region now accounts for roughly one-third of the 57,000 tonnes flown so far this year.
North America is the second growth engine, with volumes up 65%. The United States is driving the increase, reinforcing its position as a major destination for Korean beauty brands.
The regional figures reveal a clear rebalancing of demand:
- Europe: up 104%, to approximately 19,000 tonnes
- North America: up 65%, driven mainly by the US
- Asia Pacific: up 9%, nearly flat but still a large market
- Latin America: up 124%, more than doubling from a small base
Asia Pacific remains a large market for Korean beauty exports, but its 9% growth contrasts sharply with gains in Western markets. Latin America, though still small in absolute terms, posted the fastest growth rate of any region in the report.
Taken together, the figures show that the momentum behind Korean beauty exports by air has moved decisively westward. Markets once seen as secondary are now setting the pace.
