In the first quarter of 2026, Ukrainian consumers significantly increased the number of online orders for goods from South Korea — the growth was 148% compared to the same period last year.
This is reported by Finway
Korean Cosmetics — Leader in Orders
The main share of purchases, namely 40.6%, consists of skincare cosmetics. This is significantly higher than in 2025, when this figure was at 34.5%. Ukrainians prefer Korean masks, creams, serums, oils, balms, patches, cushions, and lip masks. Among the most popular brands are Rom&nd, Peripera, Clio, Beauty of Joseon, Anua, and COSRX.
Next on the list of top categories are hygiene products (11.6% of orders), decorative cosmetics (7%), hair care products (4%), and body care products (2.2%).
Diversity of Products and Growing Demand
In addition to cosmetics, Ukrainians are actively ordering toys — this category accounts for 6% of all purchases. Trendy toys like Labubu and TinyTAN have become particularly popular, gaining viral fame on TikTok.
Auto parts make up 4.3% of the total number of orders, while accessories for cars and motorcycles account for another 4.2%. Ukrainian buyers often choose parts directly from well-known manufacturers such as Hyundai, Kia, and Hyosung, which allows them to obtain higher quality products at lower prices compared to the domestic market. Fishing gear is also in demand, forming 2.1% of orders.
“Experts explain the growth by the development of international e-commerce: direct access to the manufacturer provides a wider range and lower prices without intermediaries.”
The growing popularity of Korean goods among Ukrainian consumers indicates the active development of international electronic commerce and a shift in consumer preferences in the market.