The K-Beauty or Korean beauty category reached sales of S/170 million in Peru by the end of 2025, representing a growth of 160% compared to the previous year, reported the Peruvian Guild of Beauty and Wellness, Cosmetics, Personal Hygiene and Domestic Cleaning (COPECOH).
The result reflects the expansion of Korean beauty in the Peruvian market, where it went from being a niche proposal to becoming a high-demand category. Between 2019 and 2025, the segment registered a compound annual growth rate (CAGR) of 50%.
According to COPECOH, the growth is related to consumers’ preference for innovative products, advanced formulas, and efficacy standards for skin care.
In the Peruvian market, Aruma, a chain specialized in beauty and personal care and an associated company of COPECOH, identified the potential of Korean beauty more than seven years ago and incorporated this category into its commercial offering.
Ángel Acevedo, president of the guild, stated that the company developed the category called “Korean Beauty” with a selection of cosmetic products from South Korea.
The COPECOH representative indicated that the expansion of the category is linked to consumers’ interest in exploring new ways of skin care and adopting beauty routines.
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Currently, the trend reaches consumers of different generations. Among them are young people interested in the novelties spread on social networks and women of different ages looking for products oriented to skin care.
International brands expand their presence
Given the growth in demand, the offer of K-Beauty products in the Peruvian market has also expanded. Aruma incorporated international brands such as SKIN1004, Anua, TOCOBO, Mixsoon and Beauty of Joseon into its portfolio.
According to Acevedo, the portfolio renewal allows expanding the offer of Korean cosmetic products and serving consumers who have more information about ingredients, products, and skin care routines.
The growth recorded between 2019 and 2025 consolidates Korean beauty as one of the expanding segments within the Peruvian cosmetic industry.
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