At the Asia-Pacific Economic Cooperation (APEC) summit recently held in Gyeongju, North Gyeongsang, Korea's beauty industry drew attention for taking a step forward. Beyond traditional K-beauty, "K-beauty tech," which combines artificial intelligence (AI), Augmented Reality (AR), big data and more, has emerged as a new growth pillar.
According to the industry on the 4th, K-beauty tech is a next-generation industry that provides personalized products and services based on technology. It is evolving beyond simple cosmetics manufacturing into data-driven skin diagnostics, smart beauty devices, and AI recommendation services.
Some in the industry say the beauty market could hit a growth ceiling as competition skews toward marketing. But by showcasing the technology and competitiveness of K-beauty tech to global VVIPs at this APEC, the perception is spreading that K-beauty's growth potential remains strong.
At the K-beauty pavilion set up during the summit, key figures from various countries experienced Korea's advanced beauty technology. In particular, the AI-based personal color diagnosis booth was reportedly very popular.
Kristalina Georgieva, managing director of the International Monetary Fund (IMF), drew attention after receiving an "spring warm bright" skin tone assessment through an AI diagnosis in this space and being gifted K-beauty brand products that matched it. The spring warm bright skin tone suits warm, high-chroma bright colors.
This space was operated by the Start - Up "Jakdangmoui." Jakdangmoui provides a personalized cosmetics recommendation service using AI and AR technologies through an application (app) platform called "Jamface." The cumulative investment raised amounts to about 11 billion won, and the company is cited as one of the next-generation players in K-beauty tech.
K-beauty tech's competitiveness also stood out in the home beauty device sector. APR drew attention at the APEC event by unveiling the "Medicube Age-R (AGE-R)" beauty device. Using microcurrents and ultrasound technology to improve skin elasticity and absorption, the device reportedly drew a steady stream of trial inquiries from overseas participants.
APR gifted the "Booster Pro Ilwolobongdo Edition" to spouses of national leaders. This product is a limited edition produced in collaboration with the National Museum of Korea for APEC sponsorship. It features a design that embodies traditional Korean aesthetics. The main body is engraved in a mother-of-pearl style with the Ilwolobongdo pattern symbolizing the Joseon royal court and an era of peace and prosperity, and the front LCD incorporates the "face-patterned roof tile," a symbol of Gyeongju, to underscore the significance of the host city.
Booster Pro is a home care device that combines advanced technologies such as ultrasound, light-emitting diodes (LED), and microcurrents to help improve skin elasticity and wrinkles and increase cosmetics absorption. An industry official said, "The technology and design shown by APR demonstrate that K-beauty is evolving beyond a simple cosmetics industry into a 'tech beauty brand.'"
The recent decision by LG H&H to acquire the beauty tech brand LG Pra.L from LG Electronics is also seen as part of this trend. As a technology-centered personalized beauty market blossoms, large companies are entering the beauty tech market.
An industry official said, "With advances in AI and big data technologies, the center of the beauty industry is shifting from manufacturing to technology," adding, "K-beauty tech will be the key driver that elevates the competitiveness of traditional K-beauty by one step." From K-beauty to K-beauty tech. Technology is opening a new future for Korean beauty.