A skincare academy in Seoul is attracting a diverse group of international students eager to learn K-beauty techniques. On Oct. 7 in Yongsan district, six attendees from European, Turkish, and Nigerian backgrounds practiced on mannequins, mastering beauty equipment. The academy has become a hotspot for students from China, the U.S., Europe, and Africa. Participants take intensive seven- to 10-week courses focused on operating beauty medical devices, hygiene management, and skincare techniques. An academy staff member noted, “In the past, most foreign students were Chinese, but now over half are from the U.S. or Europe, with about 10% from Africa.” This shift reflects the rising global popularity of K-beauty, drawing in doctors and beauty shop owners from abroad.
The K-beauty trend, sparked by the global popularity of K-pop and Korean dramas, has expanded into skincare and beauty treatments. Korean cosmetics are hitting record-high exports, with fillers, Botox, and beauty medical devices also seeing booming sales. Skincare academies report a surge in foreign inquiries from those wanting to learn K-beauty methods for achieving dewy skin. Companies are rushing to enter the beauty medical device market, as skincare has become a key part of the Korean tourist experience, and seminars on “Korean filler injection techniques” are being held overseas.
Global interest in South Korean beauty and medical products continues to rise. Koru Pharma, which exports fillers and other beauty products to 126 countries, holds annual seminars on filler injection techniques in key markets. These seminars teach doctors how to inject Koru Pharma fillers, maintain hygiene, and manage side effects. In May, over 150 doctors attended a seminar in Cambodia, with similar events planned for Hong Kong and Myanmar next month. Koru Pharma CEO Roman Vernidub stated, “Korean filler products are gaining worldwide popularity, leading to larger seminar sizes,” stressing the need for education to prevent misuse.
Medical device exports have reached record levels, leading pharmaceutical companies and other businesses to rapidly enter the beauty medical device market. According to the Korea International Trade Association, medical device exports totaled $1.07 billion (about 1.4 trillion won) by August this year, a slight increase from $1.016 billion during the same period last year. Exports have steadily grown from $592 million in 2015 to $844 million in 2018, surpassing $1 billion for the first time in 2021.
