Korean Appliance Makers accelerate Entry into Beauty Device Market amid Home-care Trend
14. August 2025South Korea’s small and mid-sized home appliance manufacturers are increasingly diversifying into the beauty device sector to capitalize on the rising demand for home-care products. Leveraging existing expertise in high-frequency, ultrasound, and cooling technologies, companies like Cuckoo, At Home, and Chungho Nais are launching new skincare tools and expanding product lines. Cuckoo, known for its kitchen appliances, introduced the “Renature Medikin HI” skincare device following a 33% year-on-year increase in hair-care gadget sales. Meanwhile, At Home’s esthetic brand “Thome” achieved sell-out success with its “The Glow” droplet ultrasound device. These firms are combining technological capabilities with design innovation to differentiate themselves in a competitive market. Home appliances like Beauty Devices usually require KC Safety certification in order to be approved for import and sale in Korea.
Design and service offerings are emerging as key differentiators. Chungho Nais collaborated with Dongkook Pharmaceutical to launch the “Madeca Prime Ritual White Pearl Chungho Package,” inspired by the traditional gua sha technique. Ceragem, known for massage chairs, entered the beauty market with its “Cellunic MediSpa Pro,” available for trials at its wellness cafés, leading to a 27.4% increase in trial users in Q2 2025. Industry forecasts suggest the Korean beauty device market, which expanded from 500 billion won in 2018 to 1.6 trillion won in 2022, will surpass 3.4 trillion won by 2030 with annual growth over 10%. As interest in K-beauty grows globally, small and mid-sized manufacturers are expected to pursue international expansion, backed by South Korea’s strong technological reputation.
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