Korean beauty devices gain global momentum with doubling exports

Exports leap 109% in just one year, driven by strong demand from the U.S. and Southeast Asia

Korean beauty devices are experiencing a surge in exports, following the success of Korean cosmetics. These devices, which utilize high-frequency and ultrasonic technologies for wrinkle reduction, skin brightening, and soothing, have been particularly popular among young professionals in their 20s and 30s in South Korea.

In the past year, export volumes have more than doubled, expanding into the United States, Southeast Asia, and Japan. This growth has been fueled by overseas influencers promoting Korean beauty devices on platforms like TikTok, as well as increased global exposure to K-beauty through Korean web dramas. Major companies like LG, along with smaller firms like APR and d’Alba, are driving this trend, signaling the beauty industry’s push to expand from cosmetics to “beauty tech.”

Graphics by Yang Jin-kyung

The export boom has been particularly notable this year. According to the Korea International Trade Association (KITA), beauty device exports reached $179.21 million (about 249.3 billion won) from January to October this year, doubling from the previous year. While exports had grown steadily by 10–30% annually since 2020, this is the first time exports have doubled in a single year.

The U.S. and Southeast Asia, key markets for K-beauty, have shown particularly strong demand. During the same period, the U.S. accounted for half of total exports, reaching $88.61 million, while Hong Kong (16.7%) and Japan (12.1%) each recorded over $20 million in exports.

APR's beauty device "High Focus Shot." /Courtesy of APR

The market growth has been fueled by leading South Korean beauty companies. After LG Electronics launched its Pra.L series, many small and medium-sized businesses entered the market. APR, known for its Medicube brand, saw a 62.2% increase in beauty device sales in the third quarter, reaching 74.5 billion won, which now makes up 43.8% of its total sales. In the U.S., APR’s beauty device sales nearly doubled from the previous year.

Cosmetics companies are also joining the beauty device trend. Vegan beauty brand d’Alba launched its first beauty device, the “Signature Allthera,” in September, featuring ultrasonic and high-frequency functions. Healthcare appliance company Ceragem entered the beauty market last year by launching its beauty brand Cellunic, and in June, it introduced its first beauty device, the “Cellunic Medispa Pro.” These moves are seen as a response to the slowdown in the traditional healthcare appliance market.

Ceragem's all-in-one beauty device "Cellunic Medispa Pro." /Courtesy of Ceragem

The high price range of beauty devices, which varies from 200,000 won to 4 million won, has raised concerns. To address affordability, brands like Ceragem offer rental services, allowing customers to pay around 80,000 won per month for devices priced at 4.5 million won.

Experts suggest that, as international expansion is still in its early stages, Korean companies must focus on differentiating their technology to remain competitive globally. “The rapid growth of the beauty device market, especially among smaller firms, is promising,” said Kim Ju-deok, a professor at Sungshin Women’s University. “But to stay ahead of competitors from China, Taiwan, and other countries, South Korea must emphasize its unique technology.”

[Cho Jae-hyun]

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