The beauty industry is expanding its distribution network through pharmacies. Companies are increasing their supply of moisturizing and high-functionality skincare products to target customers seeking skin care solutions, while also catering to tourists shopping at pharmacies.
According to industry sources on November 13, Tony Moly has introduced its flagship moisturizing toner and a product line utilizing nicotinamide adenine dinucleotide (NAD) at the Beauty Onnuri Pharmacy located within the Musinsa Beauty store in Hongdae this month. A representative from Tony Moly stated, "Considering the channel's characteristic of pharmacist consultations, we plan to showcase various products tailored to regional needs, including high-functionality items, and increase our presence in beauty-specialized pharmacies."
Isoi has begun supplying 12 products, including blemish and elasticity serums, through the pharmacy management platform Baropam. The company aims to attract customers who select products based on their skin concerns and care needs, emphasizing plant-derived ingredients and sensitivity considerations. The presence of pharmacists to explain ingredients, functions, and usage makes it suitable for conveying the characteristics of high-functionality skincare products.
The collaboration between beauty brands and pharmacies is notably exemplified by Musinsa. Following the opening of its Hongdae location, Musinsa Beauty Seongsu launched on November 11, featuring the Beauty Onnuri Pharmacy. The Seongsu pharmacy offers around 700 products from approximately 110 brands. The product selection was tailored based on sales data and customer feedback from the Hongdae location, focusing on categories such as acne, pigmentation, dryness, and hair loss.
Musinsa collaborates with Onnuri Pharmacy to share customer data and beauty trend insights, discussing the cosmetics to be sold in pharmacies. Two pharmacists are stationed at the Seongsu location to handle prescription dispensing and consultations. Customers can explore both general cosmetics and pharmacy-exclusive products within the beauty store.
The demand for skincare products is also reflected in reviews from tourists visiting pharmacies. An analysis by the foreigner-exclusive payment platform Wowpass revealed that 72% of pharmacy visit reviews pertained to purchases of beauty and health-related products. The most frequently mentioned items were skincare creams, such as regeneration creams, followed by acne and trouble management products. In the first half of this year, Wowpass reported that the payment amount at domestic pharmacies was approximately ten times higher than in the first half of 2024, with the number of transactions increasing about fivefold.
An industry insider noted, "It is important to have the desired products available for customers who come in knowing what they want, while those who consult need explanations to compare and choose products. Brands should align their supply with customers' purchasing methods and provide necessary information on ingredients and usage."
* This article has been translated by AI.
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