Search TikTok for "must-buy items at Korean pharmacies," and a steady stream of video recommendations fills the screen. In major shopping districts such as Myeongdong and Hongdae, large pharmacies are filled with foreign tourists pushing shopping baskets, with weekend lines frequently extending onto the sidewalk.
According to a February report by the Hana Institute of Finance, foreign visitors spent 141.4 billion won at South Korean pharmacies last year, representing a 142.2% increase year-over-year. Pharmacies have rapidly emerged as essential stops on the K-beauty itinerary, with four topical skin treatments manufactured by Dong-A Pharmaceutical taking center stage.
Post-Procedure Care and Regulatory Disparities Drive Demand
Two primary forces are accelerating this shift. First is the surge in medical tourism for aesthetic procedures. A BC Card report published in August revealed that pharmacy spending by foreign visitors jumped 1,176.9% in the first half of this year compared to the same period in 2025—the fastest growth rate across all commercial sectors. Over the same period, spending at dermatology and aesthetic clinics rose 109.8%. A clear consumer pattern has emerged: after undergoing laser or skincare treatments, visitors stop at neighboring pharmacies to purchase soothing and regenerative topical formulations.
The second driver stems from international regulatory disparities. In the United States, the CARES Act enacted in March 2020 updated long-standing over-the-counter (OTC) drug regulations. Citing potential carcinogenicity concerns in animal models and the risk of permanent skin discoloration (ochronosis) from prolonged use, the U.S. Food and Drug Administration classified hydroquinone as an ingredient not proven safe and effective. Consequently, hydroquinone-based skin-lightening products in the U.S. now require formal new drug approval, effectively restricting them to prescription-only status.
In South Korea, however, formulations containing 2% or less hydroquinone remain classified as over-the-counter drugs, whereas higher concentrations of 4% to 5% require a prescription. The 2% formulations can be purchased directly at pharmacies without a doctor's prescription. Social media reviews highlighting that these medical-grade treatments are easily accessible OTC in Korea have further fueled demand.
This rising demand coincides with record-high Korean cosmetics exports. Ministry of Food and Drug Safety data showed first-quarter 2026 cosmetics exports climbing 19% year-over-year to $3.1 billion. First-half exports reached $7.0 billion, up 27.3% to set another record. The United States retained its position as the top destination with a 20.7% market share, while exports to Europe ($1.52 billion) surpassed North America ($1.49 billion) for the first time, signaling broader geographic diversification.
Retailers Expand Derma Sections as "K-Pharmacy Tours" Gain Traction
Retailers and pharmaceutical firms have moved quickly to capitalize on the trend. In late March, CJ Olive Young partnered with domestic pharmaceutical companies, including Dong-A Pharmaceutical and Dongkook Pharmaceutical, to establish dedicated "Advanced Derma" display sections. By June, sales in the section had surged over 260% compared to its launch period in April, with foreign tourists accounting for 70% of total revenue.
Discount retailer Daiso also expanded into the sector by stocking Dongwha Pharmaceutical’s derma brand "Fuciderm." Meanwhile, Dongkook Pharmaceutical and Ilyang Pharmaceutical launched pharmacy-exclusive lines, "Madeca Pharmacia" and "Dr. Primetic," respectively. To provide academic validation for ingredient efficacy and safety, the Korea Society of Pharmacy Cosmetics (KSPC) officially launched in July, as the term "K-pharmacy tour" gained popularity among international visitors.
Dong-A Pharmaceutical's Targeted Topical Lineup
Within this expanding market, Dong-A Pharmaceutical (led by CEO and president Baek Sang-hwan) offers a targeted lineup of topical treatments designed for specific dermatological concerns, ranging from active acne to scarring and hyperpigmentation:
Noscarna Gel: Designed for scar management, this flagship OTC treatment contains heparin sodium, allantoin, and dexpanthenol to treat acne scars and post-inflammatory marks. Originally launched in 2013, the product recently selected Wonhee of the K-pop group ILLIT as its brand model. According to IQVIA sales data, Noscarna Gel held the No. 1 market position in the acne scar category for 13 consecutive years from 2013 through 2025.
Acnon Cream: Formulated for inflammatory acne, this OTC cream combines ibuprofen piconol and isopropylmethylphenol. Launched in July 2020, Acnon Cream captured a 37% market share in topical acne care by the fourth quarter of 2022, according to IQVIA. Annual sales exceeded 12.6 billion won in 2023, prompting competitors such as Kwangdong Pharmaceutical, Taeguk Pharmaceutical, and Dongkook Pharmaceutical to introduce similar formulations.
Aclean Gel: Introduced in 2023, this 2% salicylic acid gel targets comedonal acne, whiteheads, and small bumps, offering options tailored to specific skin textures.
Melatoning Cream: Formulated with 2% hydroquinone to treat hyperpigmentation, melasma, and dark spots, this topical cream features actor Jun Ji-hyun as its spokesperson. Since its 2021 launch, cumulative sales have exceeded 3 million units, with over 1.3 million units sold last year alone.
"International tourists are increasingly seeking out topical treatments that domestic consumers have trusted for years," a Dong-A Pharmaceutical official said. "We will continue to expand our lineup of targeted solutions to meet diverse skin care needs."
Selecting the Right Treatment Safely
Because these products are medical over-the-counter drugs rather than standard cosmetics, choosing the correct formulation based on specific active ingredients is essential:
Scars and Marks: Formulations containing heparin sodium, allantoin, and dexpanthenol.
Inflammatory or Pus-Forming Acne: Products containing ibuprofen piconol.
Comedones and Blackheads: Salicylic acid-based formulations.
Hyperpigmentation and Melasma: Hydroquinone-based creams.
Despite their accessibility, active pharmaceutical ingredients carry specific precautions outlined by the Ministry of Food and Drug Safety. Hydroquinone should not be used by pregnant women, children under 12, or individuals with renal impairment. First-time users should perform a 24-hour patch test before full application. If skin conditions do not improve after two months of continuous use, treatment should be discontinued and evaluated by a healthcare professional. Salicylic acid also requires caution during pregnancy and should not be applied over large body areas for extended periods.
Consumers are advised to consult a licensed pharmacist before purchasing to select the appropriate treatment and concentration for their specific skin concerns.
