K-beauty has transformed from a viral trend into a $13 billion industry in South Korea. Its success story includes sticky serums made with snail mucin, popularized by TikTok challenges. The small brand CosRX went global and is now part of Amorepacific, South Korea's biggest cosmetics company. In the first half of 2025, South Korea overtook France to become the world's second-largest beauty exporter, reaching $5.5 billion in sales. K-beauty products easily reach global customers through social media, with influencers showcasing skincare routines and new products like water sleeping masks. Amorepacific CEO Kim Seung-hwan said, "We are fully aware that excessive use or misuse of social media can lead to backlash," highlighting the need to balance marketing with social responsibility. Major global firms are joining the game. L'Oréal acquired a Korean conglomerate in 2024 to meet rising K-beauty demand. South Korea's large beauty firms, often part of chaebols like Amorepacific and LG Household & Health Care, dominate the market but look to small brands for fresh ideas. Speed and innovation are key, supported by manufacturers like Cosmax that help new products reach shelves in six months. However, fierce competition means many brands fail. "South Korea has great infrastructure that can help you create a brand quickly, but growing a successful brand is another story," said influencer Liah Yoo. Export growth continues outside China, especially in North America, Europe, and India, despite US tariffs on Korean imports. South Korea's government supports K-beauty as a strategic national asset, showing confidence in its rise from viral hit to economic powerhouse.