not that surprising honestly. K-beauty has been quietly eating into Western market share for years. the ingredient transparency and affordable price points hit differently compared to department store brands. curious how much of the $11.4B is China vs the US/EU split.
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not that surprising honestly. K-beauty has been quietly eating into Western market share for years. the ingredient transparency and affordable price points hit differently compared to department store brands. curious how much of the $11.4B is China vs the US/EU split.