US demand fuels K-beauty boom despite trade tensions
By Reuters Published June 5, 2025 Emboldened by roaring online success in the U.S., South Korea’s cosmetic startups are expanding their bricks-and-mortar presence in the world’s biggest consumer market, confident their mass appeal will offset the hit from tariffs. Company executives have told Reuters that brands like Tirtir, d’Alba, Torriden, and Beauty of Joseon are…