Korean beauty products have become a mainstream phenomenon, expanding into major retailers in Western markets and generating an estimated $2 billion in sales in the U.S. in 2025.
What’s behind the phenomenon? In a video interview, Fresno State professor Dr. Jenny Banh points to social media influence as well as the effective, non-toxic and affordable K-beauty products in the market.
Banh researches the worldwide influence of Asian American culture, including topics like Korean women’s skin care and K-pop.
