Illiyoon, a K-beauty brand under Amorepacific, saw its sales surge by an astonishing 197 percent year-over-year during Amazon Prime Day 2026. Amorepacific Group achieved record-breaking sales across its portfolio during the event, demonstrating the increasing success of K-beauty brands on major global e-commerce platforms. The company's sales in the U.S. market increased 20 percent from a year earlier, while its European sales rose by 22 percent during this period, according to koreabiomed.
K-beauty was once considered a niche market primarily for Asian consumers, but it is now a dominant force in mainstream global e-commerce events like Amazon Prime Day. The strong performance across both US and European markets confirms K-beauty's significant and growing mainstream appeal during major e-commerce events.
K-beauty brands are poised to capture even larger shares of the global beauty market, challenging established players and reshaping consumer expectations for product innovation and accessibility.
- APR's flagship brand, Medicube, recorded its highest-ever sales during Amazon Prime Day (June 23-26) and became the most-searched brand across all product categories in the US, according to The Korea Herald.
- Several Medicube products ranked among Amazon's top beauty and personal care sellers, with a toner pad finishing first for the second consecutive year, according to The Korea Herald.
- Medicube entered five new European markets within the past year and topped beauty-related searches in Britain, Spain, and Italy by the final day of Amazon Prime Day, according to The Korea Herald.
- Illiyoon recorded a 197 percent year-over-year increase in sales during the event, according to koreabiomed.
Medicube's Market Dominance and European Expansion
APR's flagship brand, Medicube, recorded its highest-ever sales during Amazon Prime Day between June 23-26, becoming the most-searched brand across all product categories in the US, according to The Korea Herald. Medicube's highest-ever sales during Amazon Prime Day signals a broad consumer interest that extends beyond traditional beauty niches. A Medicube toner pad finished first among Amazon's top beauty and personal care sellers for the second consecutive year, demonstrating sustained product appeal and market leadership.
Medicube expanded into five new European markets over the past year. By the final day of Amazon Prime Day, the brand topped beauty-related searches in Britain, Spain, and Italy, according to The Korea Herald. Medicube's unprecedented achievement as the "most-searched brand across all product categories in the US" during Prime Day, according to The Korea Herald, proves that K-beauty is no longer a niche ethnic market but a mainstream cultural phenomenon dictating global beauty trends and purchasing behavior.
The strong performance of K-beauty brands on Amazon Prime Day reflects a broader shift in consumer preferences. Shoppers increasingly prioritize innovative product efficacy and perceived value, areas where K-beauty brands frequently excel. The increasing prioritization of innovative product efficacy and perceived value challenges the long-held dominance of traditional Western beauty brands, which face pressure to adapt to rapidly evolving market demands.
The explosive growth of brands like Illiyoon (197% YOY increase) and Aestura (128% YOY increase) on Amazon Prime Day 2026, as reported by koreabiomed, signals that traditional Western beauty brands are failing to meet evolving consumer demands for innovation and value, leaving a massive void for K-beauty to fill. The failure of traditional Western beauty brands to meet evolving consumer demands encourages further diversification within the K-beauty sector.
Diverse K-Beauty Brands Drive Continued Growth
Illiyoon recorded a 197 percent year-over-year increase in sales during Amazon Prime Day 2026, according to koreabiomed. Illiyoon's 197 percent year-over-year increase in sales underscores the effectiveness of diversified brand portfolios. Aestura's total sales surged 128 percent year over year during the same event, further illustrating the expanding reach of various K-beauty labels.
Cosrx's sunscreen ranked first in its category and fourth overall in beauty and personal care on Amazon during the promotion, according to The Korea Herald. Cosrx's sunscreen ranking first in its category and fourth overall, alongside other brands' successes, confirms K-beauty's broad-based, multi-category takeover. The sustained top performance of products like Medicube's toner pad, which ranked first for the second consecutive year, indicates K-beauty's success on Amazon Prime Day is not a transient trend but a consistent, year-over-year market dominance, solidifying its long-term presence in global e-commerce.
With Amorepacific Group's sales surging 20% in the U.S. and 22% in Europe, and Medicube topping beauty searches in new European markets like Britain, Spain, and Italy, the global beauty industry must recognize that K-beauty's strategic e-commerce penetration is permanently redrawing market share, forcing competitors to either adapt or become obsolete. By Q4 2026, many Western beauty brands may face significant market share losses if they do not adjust their product development and e-commerce strategies.
