South Korean beauty exports to Brazil reach US$ 54 million

The South Korean beauty industry, known as K-Beauty, has transformed from a niche interest driven by K-dramas and K-pop into a significant economic and diplomatic driver in Brazil. According to South Korean Customs data, cosmetic exports from South Korea to Brazil rose from US$ 5.17 million in 2020 to US$ 54.36 million in 2025.

In the first half of 2026, South Korean cosmetic exports to Latin America grew by 131.9% compared to the previous year, while exports specifically to Brazil surged by 237.4%. This growth has elevated cosmetics to the primary export category for South Korean small and medium-sized enterprises.

The economic trend has gained political momentum. Following informal comments by Brazilian President Luiz Inácio Lula da Silva regarding Korean cosmetics, the sector became a formal point of diplomatic engagement. During a state visit to Brazil, South Korean President Lee Jae Myung included executives from major beauty firms, such as Amorepacific Holdings, in his official delegation.