Why K-Beauty Sunscreens Are Outselling American Brands in the U.S.

The Real Reason Everyone’s Talking About K-Beauty Sunscreens

In recent years, Korean sunscreens have been gaining explosive popularity across the U.S.—from beauty influencers and dermatologists to everyday consumers looking for better sun protection. But this surge isn't just a passing trend. It's a shift driven by innovation, consumer expectations, and regulatory differences that have given Korean brands a unique edge.

Here’s why Korean sunscreens are leading the conversation in global sun care—and what brands need to know when entering the U.S. market.

1. Superior Texture and Wearability

American consumers are turning to Korean sunscreens for one key reason: they feel better on the skin.

Whereas many U.S. sunscreens are heavy, greasy, or leave a white cast, Korean formulas are known for being:

• Lightweight and breathable

• Hydrating, often doubling as skincare

• Free from chalky residue, even on deeper skin tones

2. Advanced UV Filters (That Aren’t Available in the U.S.)

One major reason Korean sunscreens outperform their U.S. counterparts is access to newer, more effective UV filters—like Tinosorb S, Uvinul A Plus, and Bemotrizinol—which offer broader, longer-lasting protection with greater skin compatibility.

However, these ingredients are not yet approved by the U.S. FDA, due to the lengthy OTC Drug Monograph system. As a result, U.S. sunscreens are limited to older filters like avobenzone and oxybenzone, which can be less stable or more irritating.

3. High SPF + Broad UVA Protection

Korean brands don’t just focus on SPF. They also include PA ratings (PA++ to PA++++) that measure UVA protection, which is crucial for long-term skin aging prevention.

This dual emphasis on SPF (UVB) and PA (UVA) gives consumers better confidence in full-spectrum protection—something not always clearly labeled in U.S. products.

4. K-Beauty's Holistic Approach to Skincare

Korean skincare philosophy views sunscreen as part of a daily routine—not just for the beach. This mindset encourages formulations that:

• Include skin-beneficial ingredients like niacinamide, green tea, or probiotics

• Layer well under makeup

• Are gentle enough for sensitive skin and even children

This multi-functionality—sun protection + skincare—makes them highly appealing to today’s ingredient-savvy consumers.

5. Social Media Buzz & E-Commerce Accessibility

Platforms like TikTok, YouTube, and Reddit have played a huge role in spreading the word. Viral reviews, sunscreen comparisons, and K-beauty tutorials have turned once-niche products into global bestsellers.

Coupled with expanded e-commerce access (Amazon, Olive Young Global, YesStyle), Korean sunscreens are now easier than ever to buy in the U.S.—further accelerating demand.

But, There’s a Catch: FDA Compliance Still Matters

Despite their popularity, not all Korean sunscreens sold in the U.S. are compliant with FDA regulations.

Since sunscreens are classified as OTC drugs in the U.S., products must:

• Contain FDA-approved UV filters only

• Be properly labeled with Drug Facts, usage warnings, and SPF claims

• Be registered in the FDA Drug Listing database

• Be manufactured in an FDA-registered facility

Some popular products may be sold as "cosmetics" rather than OTC drugs, putting brands at risk of Warning Letters, import refusals, or platform takedowns if they fail to meet requirements.

If you're a Korean beauty brand looking to expand into the U.S., don’t let regulatory hurdles block your growth. Contact us today to make sure your bestselling sunscreen is also FDA-compliant—and ready for long-term success.

Provision Consulting Group is a specialized consulting firm focused on FDA regulatory approvals and FDA inspection readiness. We are committed to supporting and partnering with

Korean companies to ensure successful entry into the U.S. market.

If you have any questions or need assistance, please feel free to contact us.

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Office: 1-909-493-3276

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