韩妆增长引擎正在结构性转移 如果说第一波K-Beauty的全球扩张，依赖的是爱茉莉太平洋、LG生活健康等集团型企业的资本能力、渠道铺设与文化输出，那么正在发生的第二波浪 潮，增长的重心已经发生了根本性转移。 文｜未来迹FBeauty 北美正迎来第二波K-Beauty浪潮。 "去年在迈阿密参加一次大型美妆B2B活动时，八百余家展商中，韩国品牌的数量目测大概有两百多家。"一位在美国从事跨境零售业务的行业人士在接受 《FBeauty未来迹》采访时回忆到，"业界的朋友都在感慨说K-Beauty来势汹汹，实在是太惊人了。" "在美国真正做得很成功的K-Beauty品牌，绝对不是偶然跑出来的。"她指出，"它不是单个品牌在博业绩，而是一个产业在集体出海。" 高盛最新报告指出，韩国美妆的增长引擎如今变为由大量中小品牌组成的"长尾生态"，它们依托成熟的韩国ODM体系、数字原生的营销路径以及"可负担 的优质"定价策略，正在北美市场实现系统性突破。 然而就在2026年初，韩国总统李在明访华期间，将美妆等消费品贸易列为双边合作的潜在新增长点。在中韩经贸关系持续调整的背景下，这一表态被视为 为韩国消费产业、尤其是美妆行业打开新窗口的积 ...

Core Viewpoint - The second wave of K-Beauty is characterized by the rise of independent brands, which are collectively driving growth in the North American market, moving away from reliance on traditional giants like Amorepacific and LG Household & Health Care [4][5][7]. Group 1: Market Dynamics - The growth engine of Korean beauty has shifted to a "long-tail ecosystem" composed of numerous small and medium-sized brands, leveraging a mature ODM system and affordable quality pricing strategies [4][5]. - By the end of 2025, approximately 75% of Korea's beauty exports will come from small and medium enterprises, highlighting their role as the core engine of growth [7]. - The pricing strategy of K-Beauty independent brands targets a previously overlooked middle market, with key skincare products priced between $25 and $50, significantly lower than traditional luxury brands [13]. Group 2: ODM Evolution - The advanced ODM ecosystem in Korea allows independent brands to compress the product development cycle to 3-6 months, enabling them to quickly capture and validate global trends [15][19]. - ODM companies have evolved from mere manufacturers to comprehensive solution providers, supporting brand innovation and market responsiveness [19]. Group 3: Digital Native Pathways - Unlike the first wave of K-Beauty, which relied heavily on offline channels, the second wave's independent brands adopt a digital-first approach, validating demand through platforms like TikTok and YouTube before scaling on e-commerce sites [20][23]. - This strategy significantly reduces risks and costs associated with international expansion, marking a maturation of their go-to-market model [20]. Group 4: Cultural Influence - The popularity of Korean culture, including K-Pop and K-Dramas, has created a favorable consumer perception of Korean products in the U.S., facilitating market entry for K-Beauty brands [24]. - The cultural groundwork laid by Korean entertainment has established a consumer base that is already receptive to Korean beauty products [24]. Group 5: Challenges in China - Korean beauty is experiencing a decline in its core growth market, China, with exports dropping from approximately 45% in 2022 to about 25% in 2024 [25][26]. - The challenges in the Chinese market stem from a shift in consumer standards, where the previous advantages of Korean beauty—trend design and cultural appeal—are losing effectiveness [28]. - The traditional giants in the Korean beauty industry are facing pressure to adapt, as the market evolves towards higher standards of efficiency and value [29].