Buzzworthy Beauty Insights Vol 182: K-Beauty Anchors Skin; Haircare Stays Split

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Buzzworthy Beauty Insights Vol 182: K-Beauty Anchors Skin; Haircare Stays Split

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in May. The potential divestitures come as these brands have faced recent market share erosion,

discounting pressure, and impairment charges. EL has not commented on the report.

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Source: CEW, Pattern

K-Beauty Cont's to Dominate; Olive Young Opens US Doors: Per Nielsen, US K-Beauty sales

reached ~$2.4B in the LTM ended Jan ’26 (+46.7% Y/Y) & accounted for 41% of total facial skincare Exhibit 3 - US Haircare Sales Share by Online

growth. Despite a generally lower price point, the K-Beauty consumer spends ~$1,234/yr (+$280 Marketplace

above avg beauty buyer). Distribution remains structurally digital & discovery-led (AMZN~53%

share, TikTok Shop & ULTA ~11% each, Sephora ~8%). Against this backdrop, Olive Young’s US

B&M entry introduces a scaled, high-velocity retail model (1,380 stores globally; 5K SKUs across

400 brands; ~$4.2B sales), leveraging rapid merch cycles (refreshes every 2-3 wks vs legacy

planograms shifting 1-2x/yr) to better capture viral demand. While this speed-to-mkt is a clear point

of differentiation, the Olive Young model will need to demonstrate durability across cycles, operating

proficiency in a new geo, & scale its store base before it can pose meaningful competitive pressure .Source: CEW, Pattern

on the likes of ULTA & Sephora.

Rhode Summer Launch Strong, Still Subscale to Move ELF Sentiment: Rhode’s Summer ’26

launch is showing strong early velocity, with Highlight Milk, Pocket Bronzer, and Peptide Lip Tint

shades nearing full stock-out and driving the “largest volume of orders in a single day” per a post-

launch Rhode Instagram update. This initial traction signals robust consumer uptake and further