South Korea is a leading country in consumer beauty tech, with a market expected to reach $0.53bn turnover in 2024 and grow by 5.23% annually until 2028 (Statista, 2024). At Cosmobeauty Seoul, brands presented innovations in facial massagers, hair removers, LED-powered masks and artificial intelligence (AI) and augmented-reality-driven skin diagnostic tech, ranging from stylish devices to fun and playful tools.

The Korean fragrance market is booming, reaching a turnover of $456m in 2023, predicted to expand by 6.3% annually until 2032. There’s been an increase in domestic perfume brands, which are becoming popular internationally. Exhibitors included at least half a dozen local new fragrance indies. Aromatherapy and wellness-positioned body- and haircare were also highly visible, as were fabric sprays.

Among skincare launches at the show, anti-pimple patch products were ubiquitous, reflecting a growing category in South Korea. However, brands are now also leveraging dermal patch technology for other skin concerns, introducing facial patches to combat frown lines and wrinkles, lighten discolouration or remove impurities.

South Korea is famous for its sophisticated, fast-moving and innovation-driven skincare products. During the pandemic, hydrating products, like serums, essences and oils, became particularly popular. At the trade show, new launches were dominated by facial products adding extra skincare benefits to daily routines, offering hybrid formats, luxurious textures and functional ingredients.