Fueled by viral content and trends, the K-beauty industry has become one of the largest in South Korea, driven by the country's intense societal pressure to achieve a flawless appearance. The domestic market alone reached a valuation of approximately ₩13 trillion ($9.6 billion) in 2024, with projections indicating double-digit growth for certain products, according to recent industry analysis.

The global obsession with K-beauty is closely linked to the Hallyu, or Korean Wave, which has propelled K-Pop and Korean dramas to international fame. A prime example of K-beauty's viral success is the rise of serums infused with snail mucin, a once-unconventional ingredient that has now become a staple in skincare routines worldwide. A viral TikTok challenge promoting the serum highlighted its unique elasticity, leading to global recognition for CosRX, a small South Korean label that manufactures the product.

CosRX's success story underscores the power of social media in shaping the K-beauty landscape. The company, now owned by Amorepacific, South Korea's largest cosmetics company, exemplifies how viral trends can transform niche products into global sensations. Suranjana Tewari, Asia Business Correspondent in Seoul, South Korea, noted that the rapid spread of the snail mucin serum demonstrates the remarkable success K-beauty has achieved.

The K-beauty phenomenon reflects a broader cultural emphasis on skincare and personal appearance in South Korea. This emphasis, combined with innovative product development and effective marketing strategies, has allowed K-beauty to capture a significant share of the global cosmetics market.