By Ggot-song Kim, a Seoul-based beauty analyst. She combines market insights with hands-on product experience to report on the real trends shaping the K-Beauty industry.
The latest trend in **Korean pharmacy skincare** is taking over social media.
A new holy land for K-Beauty is emerging in Seoul, and it’s an unexpected place: the local pharmacy. In a reversal of the past, where Koreans would buy European pharmacy cosmetics, foreigners are now flocking to Korean pharmacies to stock up on skincare. Driven by viral hashtags on TikTok and Xiaohongshu like “must-buy items at a Korean pharmacy,” these affordable yet effective products are leading a new global trend.
“I Saw It on Social Media” – The Pharmacy Rush
At a pharmacy in Myeongdong, a family from Singapore compares their phone screen to the products in their cart, which is filled with Dong-A Pharm’s Noscarna Gel and Physiogel DMT Cream. According to staff, 90% of their customers are foreigners who come with screenshots of products they’ve seen online. This trend is backed by data: spending on beauty services by foreign tourists surged by 231% in 2024 compared to 2019, and the TikTok hashtag “#KoreaGlowUp” has amassed over 5.5 million views.
The Viral “Pharmacy Items” (Yak-guk-tem) Everyone Wants
Foreigners are primarily seeking out scar treatments, pigmentation creams, and intense moisturizers. Here are the top 3 products going viral right now:
1. For Acne Scars: Dong-A Pharm Noscarna Gel
- What It Is: A treatment gel that intensively manages acne scars and pigmentation. It contains Heparin Sodium and Allantoin to help with skin regeneration.
- Ggot-song’s Tip: “This is amazing for calming the redness after you’ve had a pimple extracted. However, be careful not to use it on an open wound, as it can sting!”
2. For Dark Spots: Goodal Green Tangerine Vita C Dark Spot Care Serum
- What It Is: The undisputed champion of dark spot serums in Korea. Formulated with potent Green Tangerine extract and Niacinamide, it’s clinically proven to help brighten your complexion.
- Ggot-song’s Tip: “The brightening effect is doubled when you use this with a sunscreen. If you apply it in the morning, make sure to follow up with an SPF 50+ sunscreen!”
3. Physiogel DMT Cream
- What It Is: A low-irritation moisturizing cream that repairs the skin barrier using BioMimic Technology. It’s popular because it’s often much cheaper in Korean pharmacies than overseas.
- Ggot-song’s Tip: “Apply a thick layer before you go to sleep, like a sleeping pack. You’ll wake up with incredibly moist, glowing skin!”
The Data Behind the “Korea Glow Up” Trend
This phenomenon isn’t just a feeling; it’s backed by numbers. According to the Seoul Tourism Foundation, spending on beauty services by foreign tourists surged by 231% in 2024 compared to 2019. The TikTok hashtag “#KoreaGlowUp,” featuring incredible before-and-after transformations, has amassed over 5.5 million views. This proves that the power of effective, accessible Korean pharmacy skincare is creating a global movement. It’s the combination of Korea’s advanced pharmaceutical technology and its deep-rooted culture of skincare that makes these products so special and effective.
Final Thoughts: The Future of K-Beauty is at the Pharmacy?
Korean pharmacy K-Beauty products are captivating the global market with their effectiveness and affordability. Experts say the combination of Korea’s skincare culture and pharmaceutical technology has created this new trend. So, on your next visit to Korea, maybe skip the department store and head to a pharmacy. You might just find your new holy grail.