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.

On Tuesday, the United States announced a significant exemption for the United Kingdom from increased tariffs on steel and aluminum imports. This move came shortly after the British government declared that both countries had reached a mutual understanding on the urgent need to finalize a trade agreement aimed at reducing tariffs. President Donald Trump signed the statement exempting UK metals from the scheduled tariff hike, set to double to 50% for other nations starting June 4. This exemption underscores evolving trade relations between the US and the UK amid heightened global tariff tensions.