At-home beauty devices gaining popularity in South Korea

An increasing number of consumers here are turning their eyes to electronics skincare devices as they can easily do skin care at homes and save expenses for visiting beauty shops or dermatology.

Manufacturers are currently selling various kinds of at-home beauty devices such as electronic facial cleansers, light-emitting diode (LED) masks, dead skin cell removing machines and devices that improve absorption of skin care ingredients.

A company official in at-home beauty industry said more people are getting interested with at-home beauty devices as they are affordable and time-saving. Also technological advancements have enabled them to engage in more effective skincare.

“For skin care, people visit dermatologists or skin care shops. They are the most effective way but it costs too much. The at-home beauty devices have helped many people do skin care at home and removed cumbersome procedures ranging from making appointment with skin care specialists,” the official said.

He added that LED masks are one of the most popular at-home beauty devices. “In the past, hair dryers were one of the most representative items among the at-home beauty gadgets but technological development has helped device makers come up with products with new concepts. Nowadays, LED masks have emerged as a popular at-home beauty gadget.”

The country’s at-home beauty gadget market in 2018 was estimated at 500 billion won ($437 million), according to industry officials, and it has been gradually expanding with a market growth rate of around 10 percent. Olive Young, health and beauty care retail store chain, said its sales of at-home beauty devices in 2018 increased by 30 percent year-on-year.

The potential of the market was fascinate enough to attract big names such as LG Electronics and AmorePacific.

The Korean tech firm entered the at-home beauty device market in 2017 with its Pra.L LED masks.

LG said its LED masks that use color light therapy to enhance consumers’ skin tones and suppleness by simply placing the device over the face are the most popular at-home beauty devices in its Pra.L lineups.

Among LED masks, GS Home Shopping said devices from LG and Cellretrun, a domestic small-sized firm specialized in beauty device, have been gaining popularity among consumers.

“LG’s LED masks are the most popular in the category and Cellreturn’s products are also receiving beinhg ell. We began selling Cellreturn’s LED masks starting May 2018. Due to relatively expensive prices, the masks are available on a rental basis and we have won about 77,000 rental contracts,” an official of the home shopping retailer said.

Cellreturn recently won an outsourcing contract from local rental business firm Kyowon Wells to sell the former’s LED masks under the latter’s brand.

AmorePacific, the country’s leading cosmetics firm, also has been selling home skin care devices and plans to launch more gadgets in the second half of 2019.

LG has been actively expanding its gadget lineups and released fifth at-home beauty device on Monday, an electronic facial cleanser that uses ultrasonic waves.

“Due to growing environmental issues such as fine and yellow dust, the importance of cleansing your face well is getting bigger. LG’s ultrasonic wave cleanser is suitable for consumers who are worrying about their skin health,” Son Dae-ki, director of LG’s Korea sales and marketing unit, said.

The device has an IPX7 water-resistant rating so that it can be used in the shower.

LG said it also aims to attract more male consumers with the latest facial cleanser.

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