K-Beauty Targets Global Market with 'Devices' as New Growth Engine
Creatrip Team
a month ago
South Korea's beauty devices (뷰티 디바이스) are emerging as the next growth driver for K-beauty, complementing skincare and color cosmetics. Strong IT and device manufacturing capabilities allow Korean firms to quickly develop and export innovative home-use devices that incorporate professional technologies such as radiofrequency (RF), microcurrents (EMS), LED, and ultrasound. Home beauty device exports rose 40% year-on-year to $86.13 million in Jan–May as companies offer more affordable models (around 200,000 KRW on average) and pair devices with functional cosmetic gels developed by major ODMs (original design manufacturers) like Cosmax and Korea Kolmar. Medical-tourism-driven demand and consumers wanting to continue clinic-level care at home also boost sales; foreign spending on dermatology medical tourism jumped 85.5% year-on-year. Market leaders APR (with its MEDICUBE AGE-R) and fast-growing startups like AtHome (THOME) are expanding into the US, Japan and beyond, while major groups Amorepacific (Makeon) and LG Household & Health Care (acquired LG Pra.L) are scaling device businesses, signaling strong industry momentum.
