Ask what Korea is talking about.

Korean beauty brands are showing strong momentum, with several reporting record sales and export activity. Yonhap reports that cosmetics firms are seeking export deals at the Cheongju expo, which opened Thursday in North Chungcheong Province. The Jangup News notes that skincare brand Skin1004's Water Fit Sun Serum surpassed 23.67 million cumulative global sales as of September 30, 2026, and that scalp-care brand Rypield achieved its highest-ever third-quarter sales in the U.S. and Japan, with U.S. sales at Ulta Beauty surging 119.2% month-on-month in August. Dong-A Ilbo reports that TikTok Shop sales for Korean brands like Foodology grew 11.2 times, and Espoir secured over 3,100 additional orders through ads. Korean reactions are largely celebratory, with industry coverage framing these as milestones for K-beauty's global competitiveness, though specific consumer sentiment from blogs or cafés is not detailed in the provided materials.