Korean beauty firms gear up for tech-driven offerings as they carve out a new edge on the global stage

Press members test the AI-driven Beauty Mirror, a collaboration between AmorePacific and Samsung Electronics, at the tech giant's exhibition booth at the CES tech show in Las Vegas on Jan. 5. (Yonhap)
Press members test the AI-driven Beauty Mirror, a collaboration between AmorePacific and Samsung Electronics, at the tech giant's exhibition booth at the CES tech show in Las Vegas on Jan. 5. (Yonhap)

Korean beauty powerhouses painted visions of a high-tech future at this year's CES — ones that were as captivating as they were full of promise.

The industry's seamless marriage of cutting-edge technology and home beauty devices was on full display at the global technology showcase.

After shattering export records with over $10 billion in sales last year and dethroning beauty giant France to claim market dominance in both the US and Japan, K-beauty continues its ascent.

The industry's strategic shift towards beauty tech targets a booming market that was valued at $42.55 billion in 2022 and is projected to reach $176 billion by 2030, according to global market research firm Data Bridge.

Smart devices for skin analysis, treatment

At the forefront of technological advancements this year were AI-powered devices that equip consumers with accurate skin diagnoses for informed grooming choices.

Korean cosmetics giant Amorepacific led the charge with its latest breakthrough: the Wanna-Beauty AI, a virtual makeup solution with voice interaction powered by generative AI. The system optimizes makeup selection by analyzing consumers' skin tones and facial features to recommend personalized styles and simulate looks.

Amorepacific's technological prowess hasn't gone unnoticed, clinching the CES Innovation Award for six consecutive years. At CES 2024, the company's lip care device, featuring lip diagnosis, care and makeup capabilities, was honored with the award.

The company's collaboration with Samsung also birthed the skin analysis tool embedded in Samsung's Micro LED Beauty Mirror, a smart mirror that provides comprehensive skincare assessments and personalized solutions. Amorepacific also plans to launch a standalone version of the AI-assisted tool from its beauty device brand, MakeON, featuring AI-driven skincare solutions that adapt to individual skin conditions.

Kolmar Korea, a leading cosmetics original design manufacturer here, unveiled its AI-integrated skincare platform Caiome at its inaugural CES appearance. Caiome combines skin sample analysis with facial photography to generate tailored skincare recommendations.

While not a cosmetics company itself, Korean startup NanoEntek, specializing in microfluidic chip technology, partnered with French beauty giant L'Oreal to introduce the Cell BioPrint. This portable device analyzes the skin's dermal proteins to assess aging and predict future skin concerns.

Beyond skin assessment, Korean-made beauty devices for home treatment also gained increased visibility.

Korean beauty tech company APR, renowned for its Medicube brand, doubled its CES presence this year, attracting over 1,200 visitors — up 70 percent compared to the brand’s first appearance at the show.

APR showcased its line-up of second-generation beauty devices, riding high on its impressive momentum abroad. The company's overseas sales surpassed 100 billion won ($68.9 million) in the third quarter of last year, outpacing domestic revenue with a 78.6 percent on-year increase.

The new collection features smart devices, including the Booster Pro, Ultra Tune 40.68 and High Focus Shot, each engineered to deliver specific skincare benefits ranging from facial lifting and enhanced radiance to targeted line care, pore refinement and improved elasticity.

Leveraging the new networks formed at the show, the company plans to expand its overseas business in retail, logistics and marketing.

"The fervent interest in K-beauty, coupled with the rapid growth of Medicube, has driven our success at CES," said an official from APR, adding that the company will do its utmost to expand into overseas markets this year.

Tech-driven leap toward the future

To what extent will technological developments help K-beauty reach its full potential?

In the words of Kim Ju-duck, a professor in the department of beauty industry at Sungshin Women's University, their importance is beyond question.

"(When) adapting to the rising trend of customized beauty solutions, new technological advancements have become a crucial factor in gaining an edge in global markets," Kim said, adding that the beauty industry is poised to open new horizons in the digital landscape.

"When you look at industry leaders like L'Oreal and Shiseido, Korean companies currently have smaller research teams and research and development operations," Kim noted. "Making technological leaps will be key to narrowing these disparities.”

Kim's observation echoes a report released by Fortune Business Insights last December, which highlighted the growing prevalence of smart devices featuring AI technology, algorithms, and user-friendly interfaces to meet the needs of tech-savvy consumers.

The report also noted that a rising emphasis on personal appearance and self-expression is fueling demand for beauty and makeup tools, a trend further amplified by social media platforms.

As much as technological innovation drives Korean firms' survival in global markets, Kim further stressed the need for collaborative initiatives across corporate and government sectors.

”For Korean firms, collaborating with local tech giants like Samsung, as seen with Amorepacific, is vital for creating synergy and accelerating growth,” he explained.

Government-industry cooperation should also follow suit, Kim added, particularly in reducing regulatory barriers and boosting R&D initiatives in the cosmetics sector.