When people think of beauty powerhouses, South Korea is usually top of mind. After all, it’s home to K-dramas, dazzling idols turned brand ambassadors, and a pop culture presence that’s hard to miss.
But in the background, there’s another player quietly holding their own!
I’m talking about New Zealand.
While looking through market data for a client recently, I came across a report showing that New Zealand’s cosmetics industry is projected to grow at a 7.85% CAGR through 2032, outpacing South Korea’s 5–7%.
For a nation of just five million people competing with one of Asia’s biggest cosmetics exporters, that’s no small feat.
So what’s behind this boost in New Zealand’s beauty exports? What sets these two markets apart? And what can brands learn from their very different paths to success?
Read on to find out.
What is Fueling New Zealand’s Beauty Boost
The global cosmetics industry has been blemished by controversies over child labour, hazardous mining practices, and toxic ingredients. To meet booming demand for mica (the mineral that gives eyeshadows and highlighters their shimmer), investigations have found children in parts of India working in dangerous, unregulated mines, exposed to cave-ins and dust that can damage their lungs. At the same time, a 2021 University of Notre Dame study tested 231 makeup products in the US and Canada and found that more than half contained per- and polyfluoroalkyl substances (PFAS) – so-called “forever chemicals” linked to hormone disruption, fertility issues, and certain cancers. Against this backdrop, it is no surprise that consumers are becoming far more discerning about transparency, traceability, and proof of safety.
That shift plays directly to New Zealand’s strengths. Despite its small size, New Zealand already has a strong international reputation for clean, nature-led products (think mānuka honey as a flagship export). Many Kiwi beauty brands have leaned into this by using local botanicals such as kawakawa, harakeke, marine algae, and other native plant extracts, building brand stories that are both science-backed and rooted in place.
Policy is helping too. In June 2025, the New Zealand Government signed a new GMP certification scheme with China, allowing eligible Kiwi cosmetics companies to export cruelty-free products into China’s general trade channels, not just via cross-border e-commerce. This is expected to unlock around USD $120 million in additional opportunities for New Zealand beauty brands.
Finally, New Zealand’s small population has become a strategic advantage. With a limited domestic market, most Kiwi beauty brands think globally from day one, formulating products, designing packaging, and setting price points with overseas buyers in mind. A smaller business ecosystem also means less bureaucratic red tape and more targeted support. For example, agencies such as ExportNZ and NZTE readily provide funding, access to R&D, export coaching, and international networks, helping smaller beauty brands compete credibly with much larger players on the world stage.
South Korea: From K-Dramas to Bathroom Shelves
Think of names like Laneige, Sulwhasoo, Innisfree – Korean beauty brands that have moved from niche favourites to global empires.
South Korea’s cosmetics market is worth around US$25 billion, with some of the highest per-capita beauty spend in the world. But what really sets it apart is how closely it is plugged into the country’s pop culture engine. K-dramas, K-pop, and influencers don’t just entertain; they quietly endorse a vision of “perfect skin” that drives demand for Korean products at home and abroad.
On top of that, K-beauty has built its reputation on relentless innovation. In a crowded, highly competitive market, brands are constantly refreshing formulas, formats, and routines from multi-step routines to AI-guided skin analysis.
Where New Zealand leans into provenance, natural ingredients, and trust, South Korea wins on scale, speed, and cultural influence.
Conclusion
New Zealand and South Korea have taken very different paths to success in beauty. One leans on natural ingredients, traceability, and a quietly confident export mindset; the other rides a powerful wave of pop culture, innovation, and scale. Yet both show that there is no single formula for growth, only strategies that are deeply aligned with who you are and what your customers value.
For aspiring beauty brands, the lesson is not to copy K-Beauty or mimic New Zealand’s “clean and green” story. It is to be laser-focused on the markets you want to serve and to play to your strengths, whether that is efficacy, ethics, or origin.
If you would like support refining your positioning and putting your brand in front of the right buyers, book a discovery call with me today. I would love to help you shape a beauty brand that can hold its own on the global stage.
