Demand for K-beauty experiences is growing among foreign tourists. In response, the booking platform Klook announced on August 25 that it is supporting local beauty small businesses in expanding their overseas markets.
According to Klook, from January 1 to August 15 this year, traffic in the domestic beauty category among foreign users increased by 46% compared to the same period last year. The growth rates for the first and second quarters were 41.1% and 48.5%, respectively.
The United States topped the list for the most bookings, followed by Japan, Hong Kong, Taiwan, and Singapore. Notably, interest from users in Western countries, including the U.S., Australia, and Europe, rose by 72% compared to the previous year.
Foreign consumer spending is also rapidly increasing. According to the Korea Tourism Data Lab, foreign medical spending in the first half of this year reached approximately 1.193 trillion won, a 59.1% increase from the same period last year.
The most popular K-beauty product is the 'Colorize Personal Color Diagnosis and Makeup.' Other top offerings include the O Hui & Whoo Spa in Myeongdong, Myeongdong Beauty Skyview Spa, Cocoria Makeup & Hair and Personal Color Diagnosis, and the Jeong Saem Mool K-Beauty Makeup Class.
Interest among foreign tourists is also broadening. The range of services now includes skincare, traditional Korean body scrubs, custom eyewear, styling, and personal shopping for cosmetics. Examples include the 'Whipped Class' at Seongsu Whipped House, where participants make their own cleansing packs, and the 'Seian Spa,' which offers traditional Korean body scrubs, along with discount vouchers for eyewear and sunglasses at the specialty store Optic Life.
Currently, over 95% of Klook's partners selling beauty products to foreign customers are small businesses. These include a styling startup run by a fashion major offering 'Seoul Seongsu Style Tours,' 'Saekdam Head Spa' near Yeouido Station, and personal color diagnosis and image branding services in Busan's Gwangalli area, all of which are being promoted to global tourists.
Klook is enhancing accessibility for foreign tourists by expanding multilingual product exposure and payment options. The platform is also working to introduce local small business products to overseas customers through global marketing channels.
There is a notable growth trend in regional products as well. Busan saw a 576% increase in traffic compared to the previous year, marking the highest growth rate among areas outside of Seoul. Jeju City experienced a 281.3% increase, while Seogwipo saw a 205.4% rise, and Daegu and Jeollabuk-do recorded increases of 77.5% and 51.3%, respectively.
Lee Jun-ho, head of Klook's Korea branch, stated, "For K-beauty to continue growing in the global market, it is essential to create an environment where opportunities extend beyond well-known brands and products to various local small businesses. Klook, as a global travel platform connecting tourists and domestic partners, will support the introduction of competitive K-beauty products to more overseas customers and foster a more diverse and healthy ecosystem."
* This article has been translated by AI.
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