Recently, South Korea’s top cosmetics maker, Amorepacific Corp., is accelerating plans to localize manufacturing in the United States, as Donald Trump’s intensifying trade policies threaten to disrupt its Asia-centered supply chain. The move comes in response to a sweeping 145% import tax imposed on Chinese goods, prompting the company to rethink its reliance on manufacturing hubs in South Korea and China.
CEO Seunghwan Kim told Bloomberg TV that Amorepacific is actively discussing contingency strategies with its U.S. partners. While its original timeline for building local production facilities stretched five to ten years, the company is now considering an expedited approach due to growing market volatility and tariff threats. In the shorter term, Amorepacific is planning investments in U.S.-based logistics and module manufacturing facilities within the next three to five years to support market growth.
Kim emphasized that the pivot isn’t just a response to short-term trade tensions but part of a broader commitment to expanding in the U.S.—the world’s largest beauty market. Establishing local production would not only mitigate supply chain risks but also support Amorepacific’s ambitions to grow in the affordable product segment, an area showing strong potential.
The company’s strategy shift mirrors a wider industry trend as global beauty brands increasingly look to the U.S. to offset slowing demand in China. Amorepacific’s North American sales have surged more than fivefold since acquiring COSRX Inc. in 2023, reaching 525.6 billion won ($362 million) in 2024—a growth driven largely by the global rise of K-culture and viral beauty content on platforms like TikTok, Instagram, and YouTube.
Thanks to this digital momentum, Amorepacific’s skincare products, including its snail essence serum, have become top-sellers on Amazon and key players in Sephora’s premium lineup. The company is now focused on broadening its U.S. portfolio beyond luxury skincare to include more accessible, mass-market offerings.
