Just a few years ago, most of the best Korean skincare products products were only available through specialty sites like Soko Glam, YesStyle, and Olive Young. A niche category that’s steadily made its way into the global mainstream thanks in large part to the power of social media, you can now shop K-Beauty just about anywhere—from mega retailers retailers to social media giants.

“While Amazon and TikTok are leading the K-beauty sales, the category is sure to see major growth this year as American consumers discover new products via social media, Korean culture (think: K-Pop and K-Drama), and in-store launches,” Sarah Chung Park, founder and CEO of Landing International, tells Vogue .

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