Seoul’s drugstores are TikTok’s latest beauty stars

From scar creams to whitening gels, tourists are flooding pharmacies in search of viral skincare

At 11 a.m. on July 7, a group of foreign tourists browsed the skincare shelves of a pharmacy near Seoul’s Hongik University Station, phones in hand. Some were still wearing face masks following recent cosmetic procedures. Others showed saved screenshots to staff as they searched for recovery creams and ointments.

“I had a dermatology treatment and came to buy a recovery cream,” said Fukui Marie, 25, visiting from Japan. Amanda Min, 32, from Singapore, added, “I’m here to buy Korean pharmacy items I saw recommended on TikTok.”

A display shelf is stocked with skincare products at a pharmacy near Hongdae Station in Seoul on July 1, 2025. Product descriptions are written in both English and Korean to accommodate foreign tourists./Choi Hyo-jung

Pharmacies in South Korea are fast becoming a must-visit stop for international tourists — not just for over-the-counter medicine, but for so-called “cosmeceuticals,” products that straddle the line between cosmetics and pharmaceuticals. Functional skincare such as acne treatments, whitening serums, and scar ointments are especially popular. Pharmacies near clinics in Gangnam, Myeongdong, and Hongdae are seeing a steady stream of customers who drop by after procedures.

To meet growing demand, many pharmacies have added multilingual signage, installed automated currency exchange machines, and begun offering tax refund support. “For many tourists, it’s now routine to pick up skincare here after visiting a local clinic,” said Kim In-young, a pharmacist in Seoul. “Many think products sold here are more effective — and more affordable — than those at Olive Young.”

Foreigners are also spending more on medical-related services in Korea. According to Korea Tourism Data Lab, the number of medical purchases by international travelers jumped from about 593,000 in 2020 to nearly 2.93 million in 2024. In May alone, there were 379,397 recorded transactions — with pharmacies accounting for 61%, followed by dermatology clinics at 21%.

Among the most sought-after items: treatments for scars, inflammatory acne, pigmentation, and skin brightening. Dong-A Pharmaceutical’s Noscarna Gel posted 20.9 billion won in sales last year, up 22% from 2023. Acnon Cream, a popular acne remedy, brought in 9.4 billion won in the first quarter of this year — a 62% jump from the same period last year. MelatoNing Cream, a pigmentation-reducing product, recorded a 27% sales increase in 2023 and another 52% rise in Q1 2024.

Screenshots from TikTok posts highlight popular must-buy items at Korean pharmacies./TikTok screenshot

Social media has supercharged demand. One TikTok video featuring the skin-repair cream Rejuvenex by PharmaResearch racked up more than 40,000 likes and saves, prompting temporary sell-outs. The influencer who posted it has 880,000 followers.

Pharmacy-only cosmetics are also booming. Hanmi Science’s EGF Active Vital Cream sold 270,000 units in four months across 11,000 Korean pharmacies. International tourists are also snapping up professional-only brands like Dr. Rejuall, typically found only in dermatology offices.

The surge reflects South Korea’s growing global clout in the beauty world. According to the Korea Customs Service, the country exported a record $5.51 billion in cosmetics during the first half of 2024. South Korea is now the world’s third-largest cosmetics exporter, trailing only France and the U.S., and recently surpassed France as the No. 1 exporter to the American market.

“The way Korean travelers once lined up outside Pharmacie Monge in Paris or Santa Maria Novella in Florence is now being replicated by tourists in Gangnam and Hongdae,” said one cosmetics industry source. “Pharmacies are becoming the new temples of K-beauty.”