U.S. consumers are “panic-buying” Korean beauty products amid Trump’s tariff war, retailers say

Skincare enthusiasts in New York City have a hidden gem to explore – Senti Senti, a store in Brooklyn that offers a unique selection of serums, face masks, and creams that are not commonly found in other U.S. retailers. What sets Senti Senti apart is that almost all of their products are imported from South Korea and Japan, known for their innovative and high-quality skincare formulations.

However, the future of these imported products may be uncertain due to potential tariffs imposed by the U.S. government. South Korea, a major player in the cosmetics industry, could face a 25% tariff if President Trump’s plan moves forward. A recent 90-day pause on new reciprocal tariffs has provided a temporary relief, but tensions remain high. Similarly, Japanese imports are also at risk of facing new tariffs, prompting panic-buying among consumers who fear price increases.

The popularity of Korean skincare products has surged in recent years, driven in part by social media influencers. Customers flock to stores like Senti Senti with a purpose, often influenced by what they see online. The store manager, Marie Del Rosario, notes that social media plays a significant role in driving sales.

One of Senti Senti’s best-selling items is their sunscreen, priced at $17.99. However, the looming threat of tariffs could push the price beyond $20, impacting both retailers and consumers. The Personal Care Products Council, representing major beauty brands, has expressed concerns about potential price hikes for personal care products, which are essential for daily routines.

Small businesses in the beauty industry, like Ranavat, are also bracing for the impact of tariffs. CEO Michelle Ranavat, whose products are sourced from India, emphasizes the complexity of the industry’s ecosystem and the challenges posed by uncertainties in trade policies.

As Senti Senti prepares for potential price increases, they anticipate adjusting their prices by the end of April or early May. The store remains committed to providing customers with access to unique skincare products, despite the challenges posed by changing trade dynamics.

In a rapidly evolving landscape, skincare enthusiasts may need to stay informed about the impact of tariffs on their favorite products. Senti Senti and other retailers are navigating these uncertainties while striving to meet the demands of their loyal customers. The future of imported skincare products in the U.S. remains uncertain, but for now, stores like Senti Senti continue to offer a glimpse into the world of Korean and Japanese beauty innovations.