K-Beauty Devices Are Next... Record Exports Expected This Year

[Financial News] The popularity of K-beauty is spreading to home beauty devices. As K-skincare, which prioritizes skin health, gains global popularity, home beauty devices used in conjunction with cosmetics are expected to attract attention as new K-beauty export products.
According to import and export trade statistics from the Korea Customs Service on the 9th, exports of home beauty devices from January to July totaled $124.33 million, a 37% increase compared with the same period last year. After surpassing $100 million in 2023 and declining last year, exports have returned to growth. If the current trend continues, the 2024 record of $212.16 million is highly likely to be surpassed.
By country, Japan has emerged as the largest export destination. Exports to Japan from January to July totaled $225.5 million, a 154% increase compared with the same period last year. The United Kingdom rose to fifth place among export destinations, recording $6.04 million in exports through July this year, following $7.29 million last year. Conversely, the United States, which had been the top export destination for home medical devices for two years starting in 2023, fell to second place for the second consecutive year. Export regions are also diversifying, with exports to major European countries including The Netherlands, Poland, and Germany surging.
Home beauty devices are emerging as a key pillar of K-beauty's popularity. This is linked to the trend in which skincare focused on skin health rather than color cosmetics is leading K-beauty exports. In the first half of this year, basic skincare products accounted for 80% of total cosmetics exports, which amounted to $7 billion. This suggests that interest in home beauty devices is rising alongside K-beauty's skincare practices.
K-beauty companies that have entered the home beauty device market are also growing rapidly. APR's device sales in the first half of this year reached 111.9 billion won, up 24% from the same period last year. As the company emphasizes using devices and cosmetics together, cosmetics sales have also surged. APR is credited with lowering the barrier to entry for consumers in the home beauty device market, where prices had been around 1 million won. Its flagship product, the medicube Age-R Booster Pro, can be purchased for around 350,000 won.
d'Alba Global Co., Ltd., which focuses on cosmetics such as mists and sun care, is also expanding its home beauty device business. Related sales, which stood at 1.1 billion won in 2024 when the company first launched its devices, more than tripled to 4.6 billion won last year. It is continuing its rapid growth this year, recording 3 billion won in sales in the first half alone. It is also generating sales synergies by encouraging customers to use its devices together with its own cosmetics, such as creams. At Home, a home appliance company, is seeing rapid growth for its aesthetic brand THOME, which focuses on beauty devices. After recording 35 billion won in sales last year, THOME is accelerating its overseas expansion with a goal of reaching 150 billion won this year.
Traditional K-beauty companies are also entering the beauty device business. LG Household & Health Care, which took over LG Electronics' beauty device business last year, is focusing on its pricing strategy. It discontinued high-end products priced above 1 million won that had been launched when the business was operated by LG Electronics and lowered the barrier to entry with mid- to low-priced products in the low 100,000-won range. Devices subsequently launched in the 500,000-won range are raising brand awareness by leveraging their technological capabilities. The company has also enhanced business synergies through cosmetics designed specifically for its devices. Amorepacific Corporation is likewise diversifying its product lineup, having launched beauty devices in the 200,000-won range and recently introduced devices in the 1 million-won range.
"Interest in skincare is spreading from K-beauty to the popularity of K-beauty devices," a beauty industry official said. "This will create synergies with the competitiveness of K-beauty companies' cosmetics in the global beauty market."
[email protected] Kang Myeong-yeon Reporter