Korean beauty devices are making waves internationally as the trend of at-home skin care continues to rise. According to the cosmetics industry, sales of these beauty devices, which offer benefits such as moisturizing, whitening, and improving elasticity, have seen dramatic increases as of March 4, 2025.
Among the leaders is Apeach, whose beauty device sales surged by 44.6% to reach 312.6 billion won compared to the previous year. Since launching its first product in March 2021, Apeach has sold over 3 million units both domestically and internationally. This remarkable growth reflects the broader consumer demand for effective skin care solutions at home.
Over the past year, the interest in these beauty devices has driven results on various platforms. For example, beauty device sales on Lotte Shopping's e-commerce platform, Lotte On, increased by more than 30% during January 2025 compared to the same period the year prior. This trend shows just how significant the market expansion is becoming.
Notably, Apeach's overseas sales now account for 47% of its total sales, highlighting the growing appeal of K-beauty products beyond South Korea. A representative from Apeach remarked, "Overseas sales are growing at remarkable speed and may soon outpace domestic sales." Such growth positions Apeach solidly within the global beauty industry.
Beauty devices typically range between 200,000 and 400,000 won, making them more expensive than traditional cosmetics yet proving their business viability. The market is also attractive due to its innovative nature—companies are now integrating advanced technologies like AI and ultrasound for new product development.
Apart from Apeach, other companies are reinforcing their foothold within this profitable segment. South Korean beauty giant LG Household & Health Care launched the 'Imprintu,' a mini tattoo printer. This product, which simplifies tattoo application, has reached 44 countries since its launch through global official malls starting May 2024. Similarly, vegan cosmetics brand d'Alba introduced the 'Signature All-in-One Serum' last September, showcasing another example of how firms are diversifying their beauty device offerings.
Meanwhile, Amorepacific is gearing up to internationalize its beauty device brand, 'MakeOn.' Recently, the half-year sales of its device 'Skin Light Therapy 3,' which diagnoses skin condition and helps manage moisture and elasticity, increased by 448% compared to the previous version’s sales during the corresponding period last year. This significant uptick demonstrates not just the growing consumer interest but also the effectiveness of the product.
This month, Amorepacific plans to enter the U.S. e-commerce market through Amazon, signaling its commitment to establishing its product line within the competitive American skincare sector. Although the initial product volume is limited, this move serves as a market test to explore the potential of K-beauty devices stateside. A representative commented, "We expect to test the potential of K-beauty devices and launch various innovative products," illustrating the brand's forward-looking strategy.
CellReturn has also been active, launching the 'Medispa Pro' and 'Hair Miracle' devices last year as it aims for broader acceptance within the beauty market. Such initiatives represent how multiple players are investing heavily in technology-driven solutions to meet modern skincare demands. The company has plans to showcase upgraded products with diverse application methodologies to reach potential consumers effectively.
The explosive growth of the beauty device market isn't merely about the increase of sales figures; it reflects changing consumer habits, particularly the adoption of home care solutions. This trend caters to the desire for personalized and high-quality skincare without leaving the house. With more companies eyeing innovation and international expansion, it could well reshape the global beauty industry for years to come.