South Korean cosmetics (K-Beauty) companies are strengthening their push into the rapidly changing Southeast Asian market. As the region expands its product categories to include dermacosmetics (functional products) and beauty devices, K-Beauty is expected to broaden its scope accordingly. According to industry sources on May 25, Korean beauty company Sejin Beauty Science (086710) launched a local office in Jakarta, Indonesia on May 1. Indonesia is the world's fourth most populous country and the largest beauty market in Southeast Asia. Sejin Beauty Science is a comprehensive beauty company covering raw materials, R&D/ODM, and finished brands. Through its Indonesia office, Sejin Beauty Science plans to begin full-scale sales to local beauty manufacturers and brands. The company also participated in the Indonesia Cosmetic Ingredients (ICI) exhibition held in Jakarta from May 6 to 8, where it promoted its raw materials and unveiled a next-generation ingredient lineup. The direct push by K-Beauty companies to sell raw materials in Indonesia is driven by changing trends. A beauty industry insider said, "In Indonesia, where the majority of the population is Muslim, halal certification is a given. Recently, there has been growing preference for vegan beauty (no animal-derived ingredients) and dermacosmetics focused on skin improvement functions." Thailand's beauty market is also undergoing change. While it remains skincare-centric, demand for products with functional ingredients is expanding on the consumer side. Shinsegae International's beauty brand 'Amuse,' known for color cosmetics and vegan beauty, signed an exclusive distribution agreement with Thai retail conglomerate Central Group on May 12 and will open its first official store in the country. Dongkuk Pharmaceutical's dermacosmetic brand 'Centellian24' has also recently entered multiple online and offline retail channels in Thailand.
According to Euromonitor, the Thai dermacosmetic market is projected to grow from 35.735 billion baht (approximately KRW 164.2 billion) in 2023 to 44.433 billion baht (KRW 204.2 billion) by 2027. A report from KOTRA's Bangkok Trade Center indicates that in Thailand, demand is rising for preventive skincare such as anti-aging and UV protection, as well as products for skin troubles and sensitivity management. K-Beauty's reach in Southeast Asia is also extending to devices. Previously, beauty devices in the region were perceived as tools for hospital or clinic procedures, but demand for home-use devices is now increasing, similar to trends in Korea. E-commerce platform Shopee, the largest in Southeast Asia, has reported growing sales of beauty devices. Imports of K-beauty devices are also on the rise. According to Indonesia's statistics agency, imports of Korean facial steamers reached $1.16 million (approximately KRW 1.7 billion) last year, up 55% from $750,000 the previous year. While China dominates overall imports, there are differences by product category. For K-beauty devices, import values are increasing for most product groups except a few. MedyCube (APR) and Banav are among the most active players. An industry insider commented, "The customer base in Southeast Asia is largely the MZ generation, so K-Beauty trends are adopted relatively quickly. However, the era when products sold well simply because they were K-Beauty has somewhat passed. To be effective, companies need to emphasize ingredients, functionality, and value, combined with marketing through local influencer collaborations."
Source: Read the original report | Published: May 25, 2026