How East Asian beauty win hearts across borders

From K-beauty to J-beauty and C-beauty, East Asian beauty is no longer niche. It is now core to modern beauty routines across the US and Asia.

Toluna conducted an online survey in April 2026 among women aged 18+ across China, Japan, Korea, Thailand, and the U.S. (n=100 per market) to understand how consumers are using, choosing, and perceiving J-Beauty, K-beauty, and C-beauty today.