SEOUL - A new U.S. policy imposing tariffs on small-value parcels under $800 is sending ripples through South Korea's booming cross-border e-commerce market. The policy, set to take effect on August 29, dismantles the long-standing de minimis rule that allowed duty-free entry for low-cost goods. For South Korean companies specializing in "reverse direct purchases"—where foreign consumers, primarily from the U.S., buy products directly from Korean websites—this represents a significant headwind.

The new tariff, a 15% duty levied on the recipient, effectively acts as a price hike for American shoppers. This change is particularly poignant for the K-beauty sector, which has seen remarkable growth in its overseas direct sales. According to data from the second quarter of this year, online overseas sales of cosmetics surged by 6.7% compared to the same period last year, reaching over $400 million. This growth trajectory now faces an unexpected hurdle.

In response, major players are already adapting their strategies. Amorepacific, a leader in the K-beauty space, is actively planning to counter potential customer attrition from its global direct-to-consumer platform, "Global AmoreMall." The company intends to soften the blow for consumers through aggressive promotions, special offers, and limited-edition products exclusive to the Korean market. An Amorepacific official stated that while they anticipate some initial impact due to the added cost and customs procedures, they are closely monitoring developments to ensure a smooth transition for their American customers.

Similarly, CJ Olive Young, a retail powerhouse known for its diverse curation of beauty brands, is preparing for the policy change. The company plans to kick off a global sale starting August 29 to offset the initial shock of the new tariffs. An Olive Young representative confirmed that the company’s global platform, which draws a substantial portion of its sales from North America, will continue to offer regular sales and tailored promotions to maintain customer interest.

Despite the immediate concerns, a prevailing sentiment among industry experts is one of cautious optimism. The consensus is that while the new tariffs will undoubtedly lead to some price adjustments, particularly for products sold on major U.S. e-commerce platforms like Amazon, they are unlikely to halt the strong momentum of K-beauty. One brand insider noted, "The popularity of K-beauty is so deeply rooted in the U.S. that even with the added tariff, many of the mid-to-low-priced products won't see a dramatic price increase."

Another key factor is the nature of the consumer. Shoppers who engage in reverse direct purchases are often seeking specific, authentic products that are not readily available in their local markets. For these consumers, the appeal of unique formulations and brand-specific items outweighs the added cost of a small tariff. Furthermore, the new policy is not a targeted measure against South Korea but a broad change affecting all countries, which means no single market will be at a competitive disadvantage.

The South Korean government, through agencies like the Ministry of SMEs and Startups, is also closely observing the situation, monitoring the impact across different export types to formulate a cohesive response. This proactive stance, combined with the strategic agility of private companies, suggests that while the road ahead may be more challenging, the growth story of K-beauty in the U.S. is far from over.