Earlier this month, we did a feature wherein we discussed retail tourism in Asia, showcasing how shopping has become a tourist activity in its own right.
In this feature, we look at a specific aspect of retail tourism that has significantly gained ground over the past decade: the way the beauty industry has served to drive tourist spending globally, but particularly in Asia where several nations have come to the fore as destinations for cosmetic and skin-care shopping.
The current trend plays in with the increasing global demand for health and wellness, as well as luxury.
While China and Thailand have gained ground in terms of aesthetic wellness, Japan and South Korea have long dominated as the Meccas for beauty fans the world over.
Escalating worth
A May 2026 report from India’s IntelMarketResearch stated that the global beauty retail travel scene is growing at a steady compound annual growth rate (CAGR) of 5.5 percent.
As such, it stands to be worth US$18.02 billion by the end of this year, and a staggering US$24.68 billion by 2034.
The trend is being driven by rising international tourism, premium beauty demand, airport retail expansion, as well as rapidly evolving spending behaviour on the part of travelling consumers. According to the report:
“As travelers increasingly seek luxury, convenience, exclusivity, and personalized shopping experiences, global beauty giants are aggressively investing in duty-free retail channels, airport boutiques, cruise retail, and digital travel commerce platforms. The market is also witnessing strong demand for premium skincare, fragrances, colour cosmetics, and travel-exclusive product launches, making travel retail one of the most strategic sales channels for cosmetic brands worldwide.”
The rise of South Korea
Earlier this week, our sister-publication Retail Asia reported that the South Korean beauty tourism boom is driving retail demand as rising international visitor spending boosts commercial districts and creates new opportunities for brands and investors.
Per a report from Cushman & Wakefield, the country welcomed 16.4 million foreign visitors in 2024, many of whom came to the country specifically to shop for cosmetics and skin care solutions.
Interestingly, the beauty boom is the result of the powerful impact that social media has had on travellers between the ages of 18 and 40, many of whom now plan their trips around beauty shopping, visits to aesthetic clinics, and wellness retreats at any of a growing number of luxury facilities in the country.
As a Seoul-based dermatologist remarked: ““We have seen a noticeable increase in foreign patients over the past few years, in addition to our domestic customers. Many Japanese visitors come for laser lifting procedures, wrinkle treatments and pigmentation removal. Demand has increased enough that we are strengthening our social media marketing specifically targeting Japanese tourists.”
As a result of the current surge, Korean beauty brands and medical facilities are rethinking the overall concept of retail to cater to foreign visitors.
This, in turn, has led to the integration of shopping, dining, and medical services into a single and cohesive customer journey.
There have also been extensive investments in flagship stores which not only serve as retailers, but also marketing and brand experience hubs.
The trend has also boosted Korean tourism service infrastructure with the introduction of multilingual services, digital payments, and exclusive services.
China could give current players a run for their money
But while South Korea’s pop culture scene is helping to drive beauty retail tourism and Japanese brands like Shiseido and Canmake continue to be popular with global consumers, China is also working to draw in the crowds.
In a report that aired in March of this year, Channel News Asia pointed out that China is also rising as a major shopping hub for beauty enthusiasts both domestically and globally.
Indeed, local cosmetic brands like Catkin and Lanbena dominate the US$141 billion Chinese beauty market, accounting for over 60 percent of total sales last year, prompting a number of companies to raise the stakes in terms of overseas marketing.
Shanghai-based JOY Group, for example, has expanded its reach to Singapore, opening its first overseas shops in 2025.
This has sent out a strong message that the C-beauty trend is gaining acceptance with a global clientele, especially as products are being touted as both affordable and of exceptional quality.
As the report put it: “Overseas demand is growing fast, but [remains[ smaller in absolute terms. [The] Chinese domestic market is still dominant, [and] It is still gaining its traction in the Southeast Asian and Japanese markets.”
