The beauty device market has expanded due to rising demand for home skincare, prompting more companies to launch new products. Beyond cosmetics, which historically led the market, pharmaceutical·biotech firms, home appliance companies, and SMEs have rushed to enter, diversifying product categories and price tiers. According to industry sources on the 26th, the global cumulative sales of APR’s beauty device Medicube AGE-R (AGE-R) surpassed 6 million units as of this month. Sales, which exceeded 5 million units in September last year, have continued to grow steadily through the beginning of this year, driven by overseas markets such as North America and Japan. APR beauty device 'Medicube Age R (AGE-R)' products. /Courtesy of APR Medicube AGE-R, a core product in APR’s beauty device lineup, has consistently expanded its range. Centered around the bestseller Booster Pro, the lineup incorporates technologies like medium-frequency (EMS), high-frequency (RF), and focused ultrasound (HIFU). The company plans to accelerate market expansion with new product launches in the second half of this year. Traditional beauty giants Amorepacific and LG H&H are also focusing on the beauty device market. Amorepacific built a premium lineup under the brand ‘Make-On,’ including the LED mask product On Face, priced at around 1.8 million Korean won, launched in November last year. LG H&H entered the market in earnest by acquiring LG Electronics’ beauty device brand ‘LG Pra.L’ last year. Its first product post-acquisition, the Superform Galvanic Booster, features a competitive price and compact, lightweight design to enhance consumer accessibility. As the growth potential of the beauty device market gains attention, competition has intensified among pharmaceutical·biotech companies and appliance firms with no direct ties to cosmetics. Dongkook Pharmaceutical, known for products like Madecassol and Igatan, launched the beauty device brand ‘Madeca Prime’ and established its own production infrastructure. Dongkook Pharmaceutical's dermacosmetic brand Centellian24 releases a TV commercial scene featuring actor Lee Bo-young for 'Madeca Prime'. /Courtesy of Dongkook Pharmaceutical Kyungdong Pharmaceutical partnered with Hanil Electric to target the beauty device market. Biotech firm Korea BNC released the premium home-use beauty device brand ‘Lucenia’ in June last year, while Amway Korea introduced the ‘Derma Architect’ in September. Ceragem, which has focused on medical devices like massage equipment, is also expanding its beauty device lineup. Its Medi Spa All-in-One, launched late last year, combines five core skincare technologies, including dual ultrasound and microcurrent, for at-home management of skin elasticity, texture, and whitening. SMEs are also entering the market. The beauty device sector has lower entry barriers compared to medical devices due to simpler certification processes. Companies with experience in home appliances can leverage their technologies for beauty devices, such as high-frequency and ultrasound. According to the ‘K-Beauty Industry Transformation’ report by Samil PwC Management Research Institute, the global home beauty device market is projected to grow from $14 billion (approximately 20.1 trillion Korean won) in 2022 to $89.8 billion (approximately 129.2 trillion Korean won) in 2030, a compound annual growth rate of 26.1%. The domestic market, a leader in this industry, expanded from 80 billion Korean won in 2013 to 1.6 trillion Korean won in 2022, a roughly 20-fold increase. (ICE SEOUL)

Fonte notizia: The Chosun Daily