K-beauty imports to Ecuador surge as Korean consumer goods gain ground

Ecuador’s beauty and personal care market is showing clear signs of momentum, and Korean products are part of that shift. Recent Primicias coverage says imports of beauty preparations reached a record in 2025, while another story from the outlet shows Korean consumer goods gaining traction in Ecuador through skincare, food and trade support.

Together, the articles point to a broader change in local buying habits: K-Beauty is no longer a niche category, and interest in Korean products is expanding beyond cosmetics.

A record year for beauty imports

In its Revistagestión analysis, Primicias reported that imports of beauty preparations reached USD 174 million in 2025. The story also said per-capita spending on the category doubled over the past decade, reflecting a stronger and more sophisticated consumer market.

The article described the Ecuadorian market for cosmetics, hygiene and personal care as being in its best moment, with the K-Beauty phenomenon reshaping consumption habits. It also said the sector is calling for legal certainty to keep growing.

Korean products are finding more room in the market

A second Primicias article said the arrival of products from South Korea to Ecuador has accelerated in recent years, driven especially by skincare and interest in Korean food. That story said the trend is visible in the 23% growth of non-oil imports from Korea to Ecuador over the last year.

The same report said Kotra is supporting Ecuadorian businesses through a showroom in Quito and virtual meetings with simultaneous translation. According to the article, the agency is also organizing Expo Korea 2026 to connect local buyers directly with manufacturers.

What kinds of products are moving

Primicias said Kotra’s support is not limited to one category. The article quoted Sung Hee Lee as saying the agency assists across sectors including automotive, pharmaceuticals, K-Beauty and K-Food, for both business-to-business and business-to-consumer needs.

The report added that the offer is especially focused on dermocosmetics, given Ecuador’s strong interest in makeup. It also noted that the country is a major market for beauty consumption, which helps explain why Korean brands are finding more space.

Why the story matters

The two Primicias articles together suggest that Ecuador’s beauty boom is not only about higher spending. It is also about changing tastes, a wider appetite for imported goods and a growing role for Korean products in everyday consumer categories.

For now, the evidence supports a simple conclusion: K-Beauty is gaining ground in Ecuador alongside a wider rise in Korean consumer goods.

Sources: Primicias; Primicias.