Korean Beauty Breaks Amazon Sales Records

Date: July 21, 2025

During Amazon Prime Day 2025, Korean skincare brands stunned the global market by taking over the top sales spots. Medicube, Laneige, and Biost claimed three of the top ten positions in beauty and personal care sales, proving once again the lasting power of K-Beauty worldwide.

Medicube Zero Pore Pad: The Clear Winner

According to the U.S. beauty analytics firm Navigo, Medicube ranked #1 with a remarkable 9.3% share of total beauty sales on Amazon. Their Zero Pore Pad—a cult favorite for gentle exfoliation—sold at $14.90, down 52% from its regular price. The discount, coupled with strong word-of-mouth marketing, sparked a surge in purchases.

In addition, the Medicube Booster Pro, a skincare device that boosts product absorption, ranked #2 in its category. Thanks to these successes, Medicube’s global recognition continues to rise, especially in the U.S. market.

Laneige and Biost: Close Behind

Laneige, under Amorepacific, captured the #9 spot with its popular lip care products, including the well-loved Lip Sleeping Mask. Meanwhile, Biost, known for its Snail Essence and lip balm, followed closely at #10 with 2.9% market share.

Although CosRX, one of the first-generation K-beauty giants, has slowed in growth, emerging names like Medicube and Biost are clearly stepping up to take the spotlight.

Global K-Beauty Sales Surge

Medicube’s overseas sales reached ₩188.8 billion in Q1 2025—making up a stunning 71% of its total revenue, and marking a 186% year-over-year increase. Experts like IBK Securities analyst Cho Kyung-jin predict that U.S. sales alone may surpass ₩100 billion in Q3.

This Amazon performance serves as a powerful indicator: the world is no longer just watching Korean beauty—it’s buying it.