K-Beauty Expands Beyond Skincare Into Haircare, Devices, Dermocosmetics

The growth axis of K-beauty, once centered on skincare and makeup, is shifting toward haircare, home beauty devices, and dermocosmetics. As overseas demand that had been concentrated on basic and color cosmetics spreads across diverse categories, K-beauty is once again building a foundation for growth. Beauty companies are accordingly targeting the global market by treating haircare, devices, and dermocosmetics as new growth categories.

According to the Korea Customs Service on the 5th, haircare exports—combining hair products with shampoos and rinses—rose about 31% from $521.28 million in 2023 to $681.62 million last year. This year, the pace of growth has accelerated further, recording $412.10 million (about 590.4 billion won) in the first half alone. That already exceeds 60% of last year’s annual export figure, and if this trend continues in the second half, K-haircare exports this year are likely to surpass 1 trillion won for the first time ever. The share of hair products in cosmetics production by type also grew from 8.7% in 2024 to 9.3% last year.

The presence of K-haircare is also growing in global distribution channels. Sephora, the world’s largest beauty specialty retailer, this year first brought in Unove as a K-haircare brand, followed by LG Household & Health Care’s Dr.Groot. Analysts say haircare brands are inheriting the overseas success formula that skincare led, establishing themselves as a new growth category.

Targeting heightened global demand, major beauty companies are also designating haircare as a next-generation growth category and expanding the business. Shinsegae International is widening its sales network to China, North America, Japan, and Southeast Asia with its “Just As I Am” brand. The brand’s sales in the first half of this year rose 143% from a year earlier. From January to May this year, online sales in China increased 179%. APR is also accelerating its global expansion, unveiling a haircare line combining rosemary and PDRN and entering the U.S. Amazon market.

Home beauty devices are also establishing themselves as a new growth driver. Exports of home beauty devices rose from $115.20 million in 2023 to $165.67 million last year, and recorded $107.13 million in the first half of this year. That already exceeds half of last year’s annual export figure.

The leading player is APR. “Medicube Age-R,” a home beauty device launched in 2021, surpassed 6 million units in cumulative sales as of January this year. Of that, the overseas share exceeds 60%. As of the 3rd, three Age-R products ranked side by side in the bestseller top 10 in the wrinkle and anti-aging device category on U.S. Amazon. Since all the ranked products other than Age-R are overseas brands, it is regarded as a case demonstrating the competitiveness of K-beauty devices.

APR’s device division sales grew more than threefold from 120.3 billion won in 2022 to 407 billion won last year, and recorded 132.7 billion won in the first quarter of this year, up 46% from a year earlier. In addition, Dalba Global launched its beauty device “Signature Althera Double Shot” in 2024 and is pursuing a renewal, while At Home’s beauty device brand “Tom” recently sold out its entire prepared inventory in its first official sale in the Hong Kong market, confirming the potential for expansion in the Greater China market.

Dermocosmetics, specialized in skin health and recovery, is broadening the scope of K-beauty based on functionality and expertise. Goodai Global unveiled the dermocosmetic brand “Dr.Nineteen” as its first own brand in April last year. A distinctive feature is that a 19-member dermatology advisory panel participated from brand planning through product development to strengthen expertise. Its global sales network now reaches about 120 countries including the U.S., Southeast Asia, and Europe, just about a year after launch. The company explained, “As demand grows for products centered on ingredients and efficacy based on dermatology, we designated the derma segment as K-beauty’s next growth driver.”

CJ Olive Young also launched the high-functional skincare category “Advanced Derma” together with domestic pharmaceutical companies this March, then expanded the number of operating stores to 650 nationwide within four months. June sales surged 260% from April, right after the launch, and about 70% of total sales came from foreign customers. According to the Ministry of Food and Drug Safety, production of functional cosmetics increased about 32% from 5.4391 trillion won in 2023 to 7.1816 trillion won last year.

The industry believes K-beauty is strengthening the fundamental fitness of the industry overall by expanding its export base into diverse areas, moving beyond its stage of relying on a few hit products such as mask packs and serums. “K-beauty, which has grown centered on simple cosmetics, is now building competitiveness in the hair, body care, and beauty device markets as well,” an industry official said. “The fact that K-beauty’s growth drivers are expanding across multiple categories will become the foundation for long-term industry growth.”