How Tariffs Impact the Global Popularity of Korean Beauty Products in the Age of Influencer Marketing

This week in I learned about the different ways tariffs are implemented and how they can affect international trade. As someone who’s also diving into the world of marketing, especially digital and influencer-driven promotion, I started thinking about how tariffs can influence the popularity and accessibility of international products. One example that immediately came to mind is the global rise of Korean beauty products—or K-beauty. These items are constantly trending thanks to influencer marketing, but what happens when tariffs come into action.


K-beauty has gone global, largely due to influencers showcasing products on TikTok, YouTube, and Instagram. Their honest reviews and tutorials quickly turn niche Korean skincare items into international must-haves.

Tariffs are taxes placed on imported goods by a country’s government. They can be used to protect domestic industries, raise revenue, or respond to trade imbalances. While tariffs may seem like something only economists or policy-makers worry about, they have a real effect on how much we pay for products—especially trendy international ones.

In the case of K-beauty, a country like the U.S. might impose tariffs on skincare and cosmetic imports from South Korea. That extra cost often gets passed down to consumers, making popular items more expensive, even if influencers continue promoting them as affordable “must-haves.”

Marketing Workarounds in a Tariff-Heavy World

Despite these challenges, marketing teams and brands will find creative ways to keep the momentum going:

  • Localized Warehousing: Some companies will open fulfillment centers in different countries to avoid certain import taxes.

  • Limited Direct-to-Consumer Shipping: Shipping small orders directly to consumers can sometimes avoid certain tariffs or reduce costs.

  • Influencer Transparency: More influencers will mention where to buy the product locally, offer discount codes, or suggest similar alternatives that are tariff-free.

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