Hangzhou, the capital of Zhejiang province in China, is once again a focal point for beauty and aesthetics, with the city’s rich history linked to water and beauty now extending to the growing popularity of Korean-style skin boosters. This trend was evident during the MEVOS International Congress of Aesthetic Surgery and Medicine, which took place from May 9-11 in Hangzhou. The event, China’s largest medical aesthetics gathering, drew over 50,000 medical professionals and industry leaders, underscoring the rapid growth of the sector.
The term “shuiguang,” meaning glossy water, has become synonymous with a radiant, dewy skin look originally popularized in South Korea. Industry experts note that K-beauty, especially Korean skin boosters, is once again capturing the Chinese market’s attention. The growing demand for these products is part of a broader boom in China’s medical aesthetics industry, which Deloitte Consulting predicts will reach $48.3 billion by 2027, up from $27.6 billion in 2023, a growth rate of 15% annually.
Korean Companies Lead the Market
In the past five years, all seven foreign companies granted regulatory approval for skin booster products in China were from South Korea, a testament to Korea’s dominance in this niche. At MEVOS, prominent Korean beauty companies such as LG Chem, Huons, and Jetema showcased their products. Jetema made a bold move by launching its hyaluronic acid dermal filler, Epitique, or e.p.t.q., in China. The product received attention for its smooth application and texture during a live demonstration by Korean doctors.
Korean companies have also made strategic moves in China, where they are increasingly focused on long-term growth. Jetema, for instance, plans to start commercial sales in May, aiming for $71 million in sales this year. The company also forecasts reaching $200 million in annual sales by 2027, with the introduction of its botulinum toxin product. In addition, Jetema is eyeing a more ambitious target of $375 million by 2031, with expansion plans for both the US and Chinese markets.
China’s Vast and Untapped Potential
China remains an incredibly lucrative yet relatively untapped market for Korean beauty brands, with a population of 1.3 billion and more than 15,000 aesthetic clinics—far surpassing the 4,000 clinics in South Korea. Despite fierce competition from local Chinese companies, Korean brands still have a competitive edge in terms of technology and brand recognition.
However, as local players in China quickly rise up the value chain, competition has become fiercer. Local companies have recently overtaken foreign brands like LG Chem and Huons in the filler and skin booster segments, reflecting China’s rapid advancements in beauty technology.
Distribution: The Key to Success
As the market matures, experts say that success is no longer solely about offering superior products but also about building strong distribution networks. Korean companies are increasingly focusing on securing the right local partners in China to navigate the fragmented distribution landscape.
“China is a battlefield of distribution,” said Kim Jae-young, CEO of Jetema, noting that every province has its dominant medical and pharmaceutical distributors. The example of Huadong Ningbo, which helped propel LG Chem’s products to top market positions, highlights how critical it is for foreign companies to align with the right distributors to maintain their foothold in China.
Local competitors are catching up, with Chinese firms accelerating their R&D efforts. To stay ahead, Korean companies will need to continually innovate. “If we don’t accelerate innovation, we will be caught by local competitors within five years,” warned Kang Min-jong, CEO of Humedix.
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