The subject of the research is the influence of the K-Beauty phenomenon on the formation of promotion features of Korean cosmetics. The chronological framework of the article covers the period from the mid-1990s to the present. The choice of the chronological framework is related to the emergence of the concept of the "Korean wave" in the late 20th century, which implied the spread of culture, followed by South Korean products around the world. It became a fundamental basis for the development of the cosmetics industry in the Republic of Korea that got known as the K-Beauty phenomenon. Korean cosmetics have become a kind of trend, behind which there are many manufacturers of both budget and luxury segments. Korean biochemists and marketers are increasingly surpassing their Japanese and U.S. counterparts in both packaging design and product quality. Korean cosmetics are considered natural and safe all over the world, as the government carries out strict control over the production of cosmetics: the quality of product composition, its authenticity, environmental friendliness of packages, and also promotes it in the international market. Completely unlike other cosmetics industry, the one of South Korea has not gone unnoticed, is very popular around the world, contributing to the global cosmetics industry, which made the topic of the research relevant. The source base is primarily represented by the materials of the periodical press of the Republic of Korea. The novelty of the research lies in the attempt to consider the peculiarities of promotion of South Korean cosmetic products due to the K-Beauty phenomenon in a comprehensive way. The article analyzes the dynamics of the development of Korean cosmetic industry, the methods of product sales promotion, the creation of a unique image of South Korean cosmetic brands, and draws reasonable conclusions.