South Korean beauty products continue to dominate the Chinese market, according to a recent industry report.

The Mintel Report says 33 percent of Chinese consumers bought South Korean brands for their beauty needs, a market worth of 91 billion yuan ($13.7 billion) in 2015.

Vivienne Rudd, Director of Global Innovation and Market Researcher at Mintel, said the soft power influence of South Korean culture translates into big sales for the country’s beauty industry, which has a domestic market just a third the size of China’s.

“The success of South Korean brands has a lot to do with Chinese consumers copying the style of South Korean soap opera and music stars,” said Rudd. “They’ll even go so far as to get the particular products being used by these stars. The stores will try to get in the exact shades that South Korean actresses are using.”

“South Korean women are very much held up as the standard of beauty across Asia.”The demand for cosmetics is so big in China that beauty products have eclipsed groceries as the top-selling item in grocery stores. Meanwhile, male consumers of beauty products have become so common that male celebrities are often used to promote cosmetics.