Foreign tourists visiting South Korea are increasingly going beyond traditional sightseeing and shopping to experience Korean beauty services for themselves.
Hair salons, makeup studios, nail shops, scalp-care clinics, and other beauty services are becoming part of the travel itinerary for international visitors who want to experience Korean beauty trends firsthand.
According to data cited by Korean media, demand for these services has grown significantly in 2026. From January through September, visits by foreign tourists to Klook’s “Salon & Beauty” product pages increased 45.6% compared with the same period a year earlier. The category includes services such as scalp care, makeup, nails, and eyelash treatments.
Interest in spa and skincare experiences also increased, with visits to Klook’s “Spa & Massage” category rising 40.6% year over year.
Nail and Makeup Services Are Growing in Popularity
Another Korean inbound tourism platform, Creatrip, reported a particularly strong increase in demand for nail services.
From January through September 2026, spending by foreign tourists on nail-related services increased by approximately 133% compared with the same period in 2025.
Spending on makeup services rose by about 22%, while scalp-care services increased by approximately 11%.
The growth has not been limited to Asian tourists. Chinese visitors showed more than four times the previous year’s level of interest in K-beauty products and experiences on Klook, while interest among European visitors more than doubled. Visitors from the United States and Japan also recorded significant increases.
Tourists Want to Experience Korea Like Locals
The growing popularity of Korean beauty services reflects a broader change in international travel.
Rather than simply visiting famous landmarks, some tourists increasingly want to experience everyday life in the countries they visit.
For international visitors, getting their hair styled at a Korean salon, having Korean-style makeup applied, or getting their nails done can become part of the travel experience itself.
Social media and Korean entertainment have also helped drive interest.
Foreign audiences regularly see Korean celebrities and entertainers on social media, television shows, and other online platforms. This has increased curiosity about Korean hairstyles, makeup, skincare, and other beauty trends.
South Korea’s relatively competitive prices are another factor. According to a tourism expert quoted by Korean media, strong competition among local beauty businesses has helped keep prices relatively affordable compared with some other countries.
K-Beauty Is Becoming a Travel Experience
K-beauty has traditionally been associated with Korean cosmetics and skincare products. That market is now expanding into experiences that tourists can book and enjoy during their trip.
Government tourism programs have also been promoting K-beauty as part of international travel. The 2026 Korea Beauty Festival, for example, featured makeup, hair, fashion, skincare, wellness, and other hands-on experiences aimed at international visitors.
This shift suggests that K-beauty is becoming more than something tourists buy in Korea. For many visitors, it is becoming something they can actually experience.
As Korean culture continues to gain international attention, beauty salons, nail studios, makeup services, and wellness experiences may become an increasingly common part of a trip to South Korea.
Source: The Korea Economic Daily, October 2, 2026Original article: “외국인들 풀코스로 즐긴다…韓 오자마자 예약부터 하는 곳”
Category: Society
Published: October 5, 2026