[Edaily Reporter Shin Ha-yeon ] LAMEDITECH Co., Ltd.(462510), a company specializing in medical and beauty devices, is launching a new business-to-consumer (B2C) sales channel that combines K-Beauty experiences with product purchases for foreign tourists visiting South Korea.

LAMEDITECH Co., Ltd. announced on the 10th that it opened the “Puraxel Beauty Lounge,” an experiential beauty platform that combines K-Beauty experiences with post-duty-free shopping for foreign tourists, earlier this month.

According to the Korea Tourism Organization, the number of foreign tourists visiting Korea reached a record high of 18.7 million last year, and the upward trend is continuing this year. From January to April of this year, the cumulative number of foreign tourists visiting Korea reached 6.77 million, marking an all-time high.

Foreign tourists’ spending on K-Beauty is also on the rise. From January to April of this year, card spending by foreign tourists visiting Seoul exceeded 1.15 trillion won, and spending on beauty products and services increased by 35% compared to the same period last year. In particular, the company explained that K-Beauty consumption is expanding beyond the simple purchase of cosmetics to include hands-on experiences such as skin care and aesthetic services.

The Puracell Beauty Lounge is an experiential duty-free space designed to allow foreign tourists to experience a skin care program using the “Puracell MX,” a professional aesthetic device, and then purchase the “Puracell Me-in” home care DEVICE and exclusive cosmetics on-site.

The store can accommodate up to 10,000 visitors per month. LAMEDITECH Co., Ltd. plans to cultivate the Puracell Beauty Lounge as a new B2C sales channel by providing product experience opportunities to a large number of international customers and converting these experiences into on-site purchases.

To ensure a steady flow of visitors, the company is also collaborating with agencies specializing in attracting tourists. The strategy is to expand the influx of tourists visiting Korea by leveraging specialized customer acquisition networks, while simultaneously enhancing purchasing convenience and price competitiveness through the operation of the duty-free shop.

Going forward, the company plans to expand the Puracell Beauty Lounge into a platform for acquiring global customers. The strategy is to link the in-Korea experiences and purchases of tourists visiting Korea to future product purchases overseas, thereby simultaneously expanding brand awareness and overseas sales.

A representative from LAMEDITECH Co., Ltd. stated, “Demand for K-Beauty experiences is growing rapidly, as evidenced by the cumulative number of foreign tourists visiting Korea from January to April 2026 reaching a record high of 6.77 million,” adding, “Through the ‘Puracell Beauty Lounge,’ which combines professional skincare treatments using Puracell MX with duty-free shopping, we will convert the heightened interest in K-Beauty into tangible sales and grow this into a new sales channel.”