Illiyoon, a K-beauty brand under Amorepacific, saw its sales surge by an astonishing 197 percent year-over-year during Amazon Prime Day 2026. Amorepacific Group achieved record-breaking sales across its portfolio during the event, demonstrating the increasing success of K-beauty brands on major global e-commerce platforms. The company's sales in the U.S. market increased 20 percent from a year earlier, while its European sales rose by 22 percent during this period, according to koreabiomed.

K-beauty was once considered a niche market primarily for Asian consumers, but it is now a dominant force in mainstream global e-commerce events like Amazon Prime Day. The strong performance across both US and European markets confirms K-beauty's significant and growing mainstream appeal during major e-commerce events.

K-beauty brands are poised to capture even larger shares of the global beauty market, challenging established players and reshaping consumer expectations for product innovation and accessibility.

  • APR's flagship brand, Medicube, recorded its highest-ever sales during Amazon Prime Day (June 23-26) and became the most-searched brand across all product categories in the US, according to The Korea Herald.
  • Several Medicube products ranked among Amazon's top beauty and personal care sellers, with a toner pad finishing first for the second consecutive year, according to The Korea Herald.
  • Medicube entered five new European markets within the past year and topped beauty-related searches in Britain, Spain, and Italy by the final day of Amazon Prime Day, according to The Korea Herald.
  • Illiyoon recorded a 197 percent year-over-year increase in sales during the event, according to koreabiomed.

Medicube's Market Dominance and European Expansion

APR's flagship brand, Medicube, recorded its highest-ever sales during Amazon Prime Day between June 23-26, becoming the most-searched brand across all product categories in the US, according to The Korea Herald. Medicube's highest-ever sales during Amazon Prime Day signals a broad consumer interest that extends beyond traditional beauty niches. A Medicube toner pad finished first among Amazon's top beauty and personal care sellers for the second consecutive year, demonstrating sustained product appeal and market leadership.