Korean cosmetics are establishing a firm foothold in Canada. According to data from the market research firm NielsenIQ, sales reached $164 million in 2025. This is 57% higher than in 2024.
Online retail is a major player. It accounts for over 40% of Korean cosmetics sales, well above the market average. Amazon and Sephora together account for nearly 40% of spending.
In-store growth is driven by Sephora, Costco and certain specialist retailers. Pharmacies, meanwhile, play a limited role.
Customer profile
The K-Beauty buyer does not resemble the average beauty product consumer. The category appeals mainly to 18–44-year-olds. These consumers are looking for “transparency regarding ingredients, visible results and routines based on prevention rather than correction.”
Households of Chinese, Filipino and South Asian origin buy far more than the national average. They live mainly in Ontario and British Columbia. Quebec lags behind. For NielsenIQ, this is “a clear regional growth opportunity. Purchasing households are also larger, more urban and generally affluent.”
The ultimate gift
Nearly a quarter of annual sales take place in the eight weeks leading up to Christmas. And this share is increasing every year. ‘Routine sets, attractive packaging and the buzz generated by social media have turned these products into gifts in their own right. For the festive season, Canadians are no longer just giving perfume,’ the firm summarises.
