Since the newly appointed President of the United States, Donald Trump, took office, he has flipped the script, particularly across DEI, tariffs, and trade policies. While countries like Canada, China, Mexico, Ukraine, and South Africa were President Trump’s initial targets, he now appears to be preying on countries like South Korea. In a recent session to Congress, Trump said South Korea has an “unfair tariff against American products.”The president (incorrectly) stated that South Korea’s average tariff is four times higher than China's. “Think of that, four times higher, and we give so much help militarily and in so many other ways to South Korea, but that’s what happens. This is happening by friend or foe.” This has caused both national and international upheaval and confusion.The ongoing trade tensions between the United States and South Korea have created a ripple effect across various industries, with beauty—especially the Korean beauty (K-beauty) sector—at the center of this unfolding dispute. President Trump’s latest assertions about South Korea’s trade policies have raised questions about whether retaliatory measures will be introduced, which would significantly affect the beauty industry’s global supply chain and market dynamics.While K-beauty has cemented itself as a dominant force in the US cosmetics industry, potential tariff hikes pose a direct threat to its market penetration, pricing structures, and overall growth trajectory. The implications of this escalating dispute extend beyond K-beauty; it also trickles down to influencing consumer behavior, global competition, and strategic positioning within the beauty industry.