THOME, a private aesthetic brand under Athome, is accelerating its push into the Japanese market with beauty devices at the forefront of its strategy.
THOME participated in the "K-Beauty Select Store" event held in Tokyo starting January 2, expanding its touchpoints with local consumers. The company showcased "The Glow Signature," featuring droplet ultrasound technology, along with two skin boost ampoules.
Consumer response has been positive. Throughout the event, long queues formed at the THOME booth for product trials, demonstrating strong interest. Building on its offline success, THOME has also entered major e-commerce platforms including Amazon Japan and Qoo10, expanding its online presence.
K-beauty's presence in the Japanese market has grown to the point where consumers using Korean beauty products are now a common sight on Japanese streets. Starting from color cosmetics, K-beauty has expanded into skincare and is rapidly strengthening its position against local brands.
Amid this trend, K-beauty is expanding beyond conventional cosmetics into beauty devices that deliver immediate visible results. With the spread of home-care trends, technological capabilities that provide professional-level skincare experiences at home have emerged as a core competitive advantage.
Behind K-beauty's rapid success in Japan lies what industry observers call an "explainable beauty" strategy. Korean brands have enhanced consumer understanding by presenting not only ingredients but also mechanisms of action and expected results. Products designed to be gentle yet deliver visible changes have aligned well with local demand.
K-beauty's popularity is also evident in the numbers. According to Korea Customs Service data, K-beauty exports to Japan have increased more than seven-fold over the past decade, surpassing 1.6 trillion won ($1.1 billion) last year. Korean brands are also ranking at the top of major Japanese e-commerce platforms, expanding their influence.
Industry observers note that Japan's K-beauty market is rapidly shifting from ingredient-focused products to high-performance skincare based on technology and clinical evidence. "With the spread of home-care trends and rapidly growing demand for beauty devices that deliver immediate results, Korean brands are leading this shift and will continue their growth trajectory," an industry official said.