South Korean medical aesthetics companies are rapidly expanding into emerging markets, with Brazil, Mexico, and Turkey emerging as key hubs for K-beauty device and injectable exports. According to Korea Customs Service data, Brazil became the fifth-largest export destination for energy-based aesthetic devices in the first five months of 2026, with shipments reaching $21.75 million. This shift reflects growing demand from the Global South and Eastern Europe, where consumers increasingly view aesthetic treatments as self-care rather than luxury.
Brazil: Top 5 export market for Korean aesthetic devices
Brazil, the world's largest market for plastic surgery and second-largest for cosmetic procedures, has become a strategic priority for Korean manufacturers. From January to May 2026, South Korea exported $21.75 million worth of HIFU, RF, and laser devices to Brazil, up one rank from 2025. Korean botulinum toxin exports to Brazil also reached $24.88 million in the same period, making it the third-largest destination after the U.S. and China.
Turkey and Mexico: Gateways to Global South and Eastern Europe
Turkey, ranked sixth globally in cosmetic procedures, and Mexico, ranked seventh, are emerging as strategic bases for Korean companies targeting the Global South and Eastern Europe. Rather than scattering efforts across many countries, Korean firms are focusing on these core markets to build distribution networks and brand presence before expanding regionally.
Key players: Classys and Hugel strengthen local operations
Leading Korean aesthetic device maker Classys and toxin manufacturer Hugel are intensifying their sales and marketing activities in Brazil. Both companies are investing in local partnerships, regulatory compliance, and clinical education to capture market share in the fast-growing Latin American and Turkish markets.
Sourcing context: What buyers should watch
For overseas importers and distributors, the shift toward Brazil, Mexico, and Turkey signals a diversification away from traditional markets like China and the U.S. Korean suppliers are increasingly prioritizing these regions for new product launches and regulatory approvals. Buyers in Latin America and Eastern Europe should monitor Korean OEM and device makers for competitive pricing and technology transfer opportunities, especially in HIFU, RF, and botulinum toxin categories.
Source: Read the original report | Published: June 17, 2026