South Korean cosmetics are top picks among beauty products on Amazon.com and other global e-commerce platforms amid the growing popularity of K-beauty products worldwide, government data showed. The strong sales of Korean beauty products are led by “indie brands” with no or few offline outlets, resorting to online marketing.

Their popularity is so high that online shopping malls compete to attract Korean sellers to their websites. According to the Korea Customs Service on Wednesday, sales of Korean products, including cosmetics and fashion goods, on overseas online shopping platforms reached $1.77 billion in the first eight months of the year, up 23.

5% from the year-earlier period. Transaction volumes rose 24.8% on-year to 36.

58 million, government data showed. The total Korean goods sales on overseas e-commerce malls are forecast to reach $2.5 billion this year.

Industry data showed the proportion of “K-beauty” products out of all cosmetics goods sold on overseas online platforms such as Amazon, eBay Japan and Shopee ranges from 60% to 80%. With rising consumer demand for Korean goods, competition among global e-commerce platform operators has become fierce. Amazon is holding its Prime Big Deal Day on Oct.

8-9, an extensive sales event for its paid Prime members. Since last year, several K-beauty products have ranked top in cosmetics sales during , with brands like Cosrx Inc. leading the way.

The company’s essence product first made it into the Top 100 list in 2022.