[Edaily Reporter KIM EUNG-TAE ] As beauty company APR(278470)has achieved success by pioneering the global home beauty device market, investments are pouring into startups following a similar growth model. With growing demand for cost-effective home beauty devices as an alternative to expensive dermatological procedures—coupled with the K-Beauty craze—home beauty device companies are expected to see remarkable growth.

According to the startup industry on the 14th, wellness startup “The Future” is focusing on developing

home beauty brand “EOA” after acquiring beauty device company Nextrip last year. Results are already becoming visible, with EOA’s sales in the first half of this year increasing by 2,100% compared to the same period last year. EOA, famous for its “Jang Na-ra beauty devices,” has “Fulltherma” and “Fullsera” as its flagship products. Fulltherma is a device specialized in delivering energy to the dermis layer of the skin using 6.78 MHz high-frequency waves to induce collagen regeneration and improve skin elasticity. Fullsera is a High-Intensity Focused Ultrasound (HIFU)-based device that forms thermal coagulation points at 40–60°C in the skin’s fascial layer at four different depths (1.5–4.5 mm), helping to tighten the skin and lift facial contours. Recently, the company also unveiled “Fulltenza,” a multi-functional DEVICE that combines radiofrequency, ultrasound, and light-emitting diode (LED) technologies into a single unit.
Venture capital (VC) firms are also increasingly investing in home beauty device companies. G&P Investment completed a Pre-A round of funding for the skincare device startup “Curapulse” last May. Founded last year, CuraPulse has introduced the “Dual Tetra Pro” as its flagship product. The Dual Tetra is a device specialized in skin texture and elasticity care, and its key strength lies in delivering 5-layer cross-ultrasound to stimulate collagen production in the skin.
The recent surge in investments in beauty device companies is driven by the growing global demand for home beauty devices, led by APR, as these products become increasingly mainstream. APR is projected to exceed 3 trillion won in annual revenue this year, solidifying its position as the industry leader and driving market expansion. Additionally, the potential to generate synergies across the entire wellness sector—including cosmetics and health functional foods—driven by the growth of at-home beauty DEVICES is another reason why interest in related companies is surging.
Industry experts believe that technological differentiation in home beauty devices will be a key factor in determining a company’s future growth. An industry official stated, “As the beauty device market becomes more mainstream, consumers’ selection criteria are diversifying from simple price considerations to factors such as technological capabilities, functionality, and ease of use,” adding, “Going forward, competition among companies will intensify, centered on products that offer competitiveness across different price points as well as differentiated technology and multifunctional features.”