CHASING THE GLOW IN THE LAND OF GLASS SKIN

Manila has no shortage of excellent skin clinics.

- CHECHE V. MORAL

"Sunrise to Sunlight," an ongoing beauty exhibit at The B, Dongdaemun Design Plaza in Seoul, exploring everything from AI-powered beauty tech devices to new beauty innovations. When things get painful, they hand you emotional support in plush form. A typical menu of treatments with prices.

(Photos by CHECHE V. MORAL)

You can step into one for a “quick glow” and walk out an hour later looking suspiciously well-rested.

But curiosity —and the perpetual dark circle —led me to Seoul, where skincare is more than a self-care ritual. It’s a cultural export, an economic force, and, for many beauty pilgrims, a destination in itself.

And no, it wasn’t just vanity. It was part research, part self-care, part story-hunting — which, in the world of lifestyle journalism, is really just another way of saying “Tuesday.”

Over the last two decades, Korean skincare has grown from a local beauty philosophy into a global movement. What began as a quiet devotion to clear, healthy skin has become one of Korea’s most powerful soft power exports — right up there with K-pop and K-dramas. The world now looks to Seoul not just for style, but for skin.

Consider this: Korea’s beauty and personal care industry is big business. It’s projected to generate about $15.7 billion in revenue in 2025, with skincare alone accounting for roughly $9.6 billion, according to Statista. This isn’t just glowing skin culture — it’s an economic engine.