Consumer interest in beauty devices is rapidly expanding as demand for home care increases, intensifying competition in the technology-driven market.
According to e-commerce analytics tool ItemScout, searches for "beauty device" surged more than threefold from 11,370 in February 2023 to 36,030 in February this year. Approximately 14,000 beauty device products are currently registered on Naver, indicating that home care devices have established themselves as a distinct consumer category.
Technology trends are evolving quickly alongside growing consumer interest. Low-frequency ultrasound technology, known as LDM (Local Dynamic Micro-massage), is emerging as a new trend based on low-irritation design. The technology alternates different low-frequency ultrasound outputs to improve skin conditions, focusing on efficacy, safety, and sustainability rather than competing on stimulation intensity.
Brand competition is intensifying. Last month, Thom the Glow topped the rankings with over 60,000 monthly searches among major beauty device brands, followed by APR's Medicube and LG Electronics' Pra.L.
Social listening and review analysis solution Syncly found that Thom the Glow led online mentions over the past year with 1,174 citations across Naver Cafe, Instagram, YouTube Shorts, and X. APR Medicube followed with 760 mentions, LG Electronics Pra.L with 268, and Amorepacific Makeone with 150.
Keyword analysis revealed that Thom the Glow was frequently associated with "elasticity," "deep hydration," and "soothing," while Medicube and Pra.L were linked to "absorption," and Makeone to "skin texture" improvement. Analysts say this indicates consumer focus is shifting from short-term effects to long-term skin condition management.
Market research firm Euromonitor reports that Korea's beauty device market more than doubled from 101.5 billion won in 2018 to 209.3 billion won in 2022, with projections reaching 367.1 billion won by 2028.
Industry observers expect the beauty device market to maintain its growth trajectory as home care trends converge with technological advancement. "Skincare devices are becoming everyday home care products beyond simple beauty tools," an industry official said. "Both technology competition and brand competition will expand simultaneously."
