Domestic corporations gaining ground in the global market, dubbed "K-beauty," are fiercely competing in the beauty device market as well. Recently, APR has emerged, chased by traditional powerhouses LG H&H and Amorepacific Corporation.
Beauty devices refer to electronic devices that assist with skin whitening and pore and elasticity improvement using methods such as high frequency, ultrasound, and light-emitting diode (LED) wavelengths. Previously, these were specialized equipment used in dermatology clinics, but products have been developed that utilize the same principles while being compact enough for easy home use. The global beauty device market is expected to grow to 122 trillion won by 2030.
According to related industries on the 25th, APR's beauty device brand AGE-R surpassed a cumulative global sales volume of 4 million units as of May. After exceeding 3 million units last December, it added 1 million units in sales in about five months. An APR representative noted, "More than half of the cumulative sales of devices were sold overseas, indicating high popularity."
Founded in 2021, AGE-R is considered a latecomer in the industry, yet it has reportedly popularized beauty devices with a market share exceeding 30%. During the COVID-19 pandemic in 2021, it introduced its first home beauty device product and gained recognition through the launch of the "Booster Pro" in 2023.
This product is said to maximize the effects of activating skin muscle movement and relaxation and cell activation by delivering medium-frequency currents of 1000 hertz (㎐) to the skin, allowing users to adjust facial contours or experience lifting effects. Upon release, it was praised for its cost-effectiveness with a price in the 300,000 won range.
Last year, APR's beauty device division recorded sales of 312.6 billion won, a 44.6% increase from the previous year. As of the close on the 23rd, APR's market capitalization reached 3.3718 trillion won, surpassing LG H&H at 3.3336 trillion won. Based on last year's figures, APR's revenue was 722.8 billion won, while LG H&H recorded 2.8506 trillion won, with APR being about one-fourth the size.
LG H&H recently took over LG Electronics' beauty device brand "LG Pra.L," strengthening its presence in the beauty device sector. Pra.L is the first premium home beauty device brand in the domestic industry, attracting attention with its "Derma LED Mask" product at its launch in 2017.
LG H&H will handle not only the trademark rights of Pra.L but also product development, launch, and marketing activities. This is interpreted as a move to enhance competitiveness by combining LG H&H's beauty expertise with LG Electronics' manufacturing technology.
Along with the acquisition of Pra.L, LG H&H recently launched a new product priced around 100,000 won, the "LG Pra.L Super Foam Galvanic Booster." This product employs galvanic technology to penetrate the active ingredients of cosmetics into the skin by utilizing electrical currents with properties that repel like charges. A representative from LG H&H noted, "We will present differentiated customer value that allows for professional-level skin care effects at home by creating a synergy between high-performance devices and cosmetics."
Amorepacific Corporation has also introduced various products like massagers through its beauty device brand "makeON" since 2014. Amorepacific is especially focused on developing products linked with AI (artificial intelligence) technology, achieving accolades including six consecutive innovation awards at the Consumer Electronics Show (CES) in the U.S.
"makeON" has consecutively launched major new products, including the "Skin Light Therapy 3S" priced around 300,000 won in March and the "Gem Sono Therapy Relief" priced around 200,000 won in April, resulting in a 270% increase in revenue compared to the same period last year. Notably, the "Skin Light Therapy 3S" features AI-based skin analysis functions that diagnose individual skin conditions and provide tailored solutions in conjunction with a dedicated application.
According to Samil Management Research Institute, the global home beauty device market is projected to grow from $14 billion (approximately 19 trillion won) in 2022 to $89.8 billion (approximately 122 trillion won) by 2030, with an average annual growth rate of 26.1%. The rise of "beauty tech"—which enhances the functionality and convenience of cosmetics using advanced technologies such as AI and big data—has contributed to increasing interest in beauty devices.
In the past, beauty devices had high entry barriers due to prices nearing 1 million won, but recently, mid-range products priced between 100,000 won and 300,000 won have become predominant. An industry representative noted, "In the past, those in their 50s and 60s predominantly used beauty devices, but with improved price accessibility, the consumer demographic has expanded to include those in their 20s and 30s, leading to increased sales."