Inspired by overwhelming online success in the United States, South Korean cosmetic startups are aggressively expanding their footprint in the world's largest consumer market. Despite facing tariff-related headwinds, these companies remain confident that the mass popularity of Korean beauty products, or “K-beauty,” will outweigh the economic impact of tariffs. Brands such as Tirtir, d'Alba, Torriden, and Beauty of Joseon are actively negotiating supply agreements with major US retail chains, signaling strong ambitions to capture a larger share of the lucrative American market.