In response to the global boom in K-Beauty, South Korea is strengthening its arsenal against counterfeiting. President Lee Jae-myung has just launched a national authentication system designed to protect Korean brands, whose cosmetics exports are reaching record levels.
K-Beauty has become one of the most dynamic drivers of South Korea’s economic influence. But this international success has been accompanied by a sharp rise in counterfeits.
The government has therefore decided to address this issue by launching the K-Brand Government Certification System. This is an official certification mark that consumers can scan with their smartphones to verify a product’s origin. The sectors covered are primarily beauty, food, and fashion.
The system is based on a voluntary approach: participating companies will be able to affix the government certification mark to their products. The mark will incorporate authentication technology developed by the Korea Minting, Security Printing & ID Card Operating Corporation—the South Korean agency responsible, among other things, for the production of currency and secure documents—using technologies employed in the production of banknotes. The program already includes 31 companies, including the Amorepacific Group, one of South Korea’s cosmetics giants.
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Record Exports, Rising Counterfeiting
The measure takes effect at a pivotal moment for K-Beauty: in 2025, South Korean cosmetics exports reached a record $11.43 billion, representing a 12.3% year-over-year increase, according to data from the South Korean Ministry of Food and Drug Safety.
Skincare products alone accounted for $8.54 billion in exports, ahead of makeup ($1.51 billion) and cleansers ($590 million). While K-Beauty was long known primarily in Asian markets, it is now attracting a growing number of Western consumers. The United States became its top export market in 2025, with $2.19 billion in exports, ahead of China ($2.01 billion) and Japan ($1.09 billion). In total, Korean beauty products are exported to 202 countries, up from 172 in 2024.
This rapid expansion also carries risks: according to OECD estimates published in 2024 and cited by local authorities, the global circulation of counterfeit South Korean brands is estimated at nearly 11,000 billion won, or approximately $8 billion. Commercial losses are thus estimated at 7,000 billion won, and 14,000 jobs are said to be at risk or already lost.
Seoul Organizes an International Response
Beyond the financial damage, counterfeit cosmetics—with their opaque formulations—also pose a health risk and undermine consumer confidence, particularly for small, independent brands that lack the legal resources available to large corporations.
With this program, Seoul aims to shift from a piecemeal effort led by individual companies to a coordinated response by government authorities. Specifically, the government plans to register its certification mark in 70 strategic countries and territories and to strengthen cooperation with customs agencies and foreign authorities.
Key Points:
- Seoul is launching a national authentication system, the K-Brand Government Certification System, to combat counterfeiting and protect Korean brands, with 31 companies already participating.
- South Korean cosmetics exports reached a record $11.43 billion in 2025, up 12.3% year-over-year. The United States has become the top export market.
- Counterfeiting poses a major economic and health risk: commercial losses are estimated at 7,000 billion won, while counterfeit cosmetics threaten consumer safety and brand reputation.
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