Insights

As the goal of skincare shifts from “erasing existing wrinkles” to “slowing aging itself,” beauty devices have moved to center stage. Whereas anti-aging traditionally meant treating visible signs that had already appeared, such as wrinkles and pigmentation, the paradigm is now shifting to “skin longevity”: strengthening the skin's innate resilience and capacity to recover before aging begins so that it remains in optimal condition for longer. The global beauty device market grew from approximately USD 7.787 billion in 2017 to USD 14.724 billion in 2023, while Korea's anti-aging services and devices market is projected to expand from USD 163.1 million in 2018 to USD 488.4 million by 2030.

Expansion across technology, wellness, and user segments. The report identifies three dimensions of beauty device market growth. Home beauty devices are evolving beyond simple cosmetic aids into advanced technology-based personal care, with miniaturization and AI-powered hyper-personalized data capabilities becoming engines of innovation in the beauty industry. Their scope is expanding beyond skin to full-body wellness, including scalp, body, and circulation care, transforming them from beauty equipment into personal healthcare tools and integrated solutions for everyday wellbeing. The user base is also broadening in every direction, from women in their 20s, 30s, and 40s to men, Generation Z, and seniors seeking self-care regardless of age or gender.

Six trends are driving Korea's market. The report identifies six domestic business trends: ① cosmetics companies targeting the home-care market with compact devices; ② expansion from facial care into scalp and body care; ③ recurring revenue generated by combining cosmetics with beauty devices; ④ AI-enabled hyper-personalization of beauty devices; ⑤ medical aesthetics companies moving beyond B2B into the B2C beauty device market; and ⑥ K-beauty devices expanding into the global home beauty market. Demand for clinical-level efficacy at home and a preference for non-invasive beauty treatments are driving growth. Meanwhile, companies are responding to regulatory and policy changes while competing to secure revenue models spanning devices, consumables, and data.

Implications for M&A. First, as cosmetics companies enter devices and medical aesthetics companies expand into B2C, demand is likely to increase for bolt-on acquisitions in both directions to secure technology and channels at once. Second, recurring revenue models that combine devices with cosmetics and consumables may provide an attractive investment thesis for financial investors seeking stable cash flows, supporting higher valuations for related companies. Third, the global expansion of K-beauty devices is likely to catalyze acquisitions of distributors with overseas distribution and regulatory approval capabilities, as well as cross-border partnerships.