韩国美妆向护发、家用美容仪和功效护肤扩张但属于行业统计综述

K-beauty companies are expanding the global cosmetics market, long centered on skincare and makeup, by pioneering the hair care, home beauty device, and dermacosmetics segments. They are treating these fields as new growth engines, broadening their business portfolios to capture global demand.
According to the Korea Customs Service on the 4th, K-hair care exports, combining hair products with shampoo and conditioner, rose about 31% from $521.28 million in 2023 to $681.62 million last year. In the first half of this year alone, exports reached $412.10 million (about 590.4 billion won), surpassing 60% of last year's annual total. If the current trend continues, K-hair care exports are projected to exceed 1 trillion won annually for the first time ever.
Among K-hair care brands, Anove became the first to enter Sephora, the world's largest beauty specialty retailer, followed by LG Household & Health Care's Dr.Groot. Shinsegae International is expanding its sales network to China, North America, Japan, and Southeast Asia with its hair care brand "Just As I Am." APR launched a hair care line combining rosemary and PDRN last November, then entered Amazon in the United States this February to expand its sales regions.
Home beauty devices are also establishing themselves as a new growth engine. Exports of home-use beauty devices rose from $115.20 million in 2023 to $165.67 million last year, and reached $107.13 million in the first half of this year. That already exceeds half of last year's annual export total.
The leading player is APR. Since launching its home beauty device "Medicube AGE-R" in 2021, APR surpassed 6 million units in cumulative sales as of January this year. Overseas sales account for more than 60% of that total. Revenue in the device segment more than tripled from 120.3 billion won in 2022 to 407 billion won last year, and in the first quarter of this year rose 46% year-on-year to 132.7 billion won. As of the 3rd of this month, three AGE-R products all made the "Best Seller Top 10" in Amazon's wrinkle and anti-aging device category in the United States.
Elsewhere, Dalba Global (483650) is pursuing a renewal after launching its beauty device "Signature Ulthera Double Shot" in 2024, while At Home's beauty device brand "TOM" recently sold out its prepared stock in its first official sale in the Hong Kong market, confirming its potential for expansion in the Greater China market.
Dermacosmetics, which emphasizes functionality and expertise, is also emerging as a key pillar broadening K-beauty's reach. Goodai Global unveiled the dermacosmetics brand "Dr.Nineteen" last April as its first in-house brand. The company explained that it chose the dermacosmetics field as K-beauty's next growth engine as demand grows for products centered on ingredients and efficacy based on dermatological science.
CJ Olive Young launched a high-functional skincare category called "Advanced Derma" together with domestic pharmaceutical companies this March, expanding its operations to 650 stores nationwide within four months. "June sales surged 260% compared to April, just after the launch," a company official said. "Interest from overseas consumers is also growing rapidly, with foreigners accounting for about 70% of total sales."
The industry analyzes that K-beauty has moved beyond a stage of relying on specific hit products, strengthening the fundamental capacity of the entire industry by broadening its export base to hair care and beauty devices. "K-beauty is now building competitiveness across various areas such as hair, body care, and beauty devices, and this will become the foundation for long-term industry growth," an industry official said.