Pharmacies are rapidly emerging as a new frontline in the K‑beauty market. Once limited to wound ointments and basic moisturizers, pharmacy cosmetics are now evolving into derma healthcare platforms, where professional pharmacist consultations are combined with ingredient‑driven curation.
Starting with Gohyang Pharmacy in Seoul’s Namdaemun district—an area where foreign tourists and local loyal customers intersect—this 10‑part in‑depth series explores how frontline pharmacies are reshaping beauty consumption. We examine real‑world consumer trends, the competitive advantages of pharmacy‑based cosmetics, and their long‑term potential. [Editor’s Note]
[Part 1] What It Takes for the Pharmacy Cosmetics Market to Grow
An Interview with Eun‑jung Kim, PharmD, CEO of Gohyang Pharmacy (Namdaemun)
Q. Many say cosmetic distribution inside pharmacies has changed significantly. What shifts are you seeing on the ground?
Kim Eun‑jung (PharmD) =We’re seeing two major evolutions.
The first is the combination of shopping convenience and professional consultation. Skincare and healthcare products are now displayed in dedicated sections, allowing customers to browse freely.
At the checkout counter, pharmacists provide concise but focused consultations—covering skin concerns, product usage, and potential interactions.
This model is spreading quickly in high‑traffic tourist areas like Myeongdong, where time‑pressed foreign visitors value both efficiency and expertise.
The second shift is a therapy‑support approach. When customers come in for chronic condition consultations or supplements, we assess their medications and skin condition together.
We explain which cosmetic ingredients may complement their treatment—and which ones to avoid. In this sense, cosmetics are no longer treated as purely aesthetic products, but as extensions of medical care.
Q. Does the unique nature of downtown districts like Myeongdong and Namdaemun play a role?
Kim=Absolutely. While large warehouse‑style pharmacies are increasing in Seoul and surrounding areas, the model still hasn’t fully stabilized.
In contrast, downtown tourist hubs like Myeongdong and Namdaemun benefit from pharmacist‑led bundled recommendations—combining medicine, cosmetics, and supplements into curated sets. Foreign consumers place a high level of trust in pharmacists, which significantly boosts conversion.
At our pharmacy, we’ve also produced promotional image and video content using Southeast Asian celebrities, and we plan to further strengthen engagement through social media channels.
Q. When recommending cosmetic products, what criteria matter most to you as a pharmacist?
Kim=We see demand cluster into three key categories.
First, regeneration‑focused products centered on PDRN. These appeal strongly to women interested in skin elasticity and recovery, including post‑diet or aging concerns. Because regeneration products can be potent, balancing them with moisturizing and soothing components is critical.
Second, products combining novel ingredients with celebrity marketing—for example, formulations featuring sturgeon extract paired with well‑known public figures. These attract immediate attention and lower the entry barrier for first‑time buyers.
Third, and most importantly, products based on pharmaceutical‑grade ingredients. From a pharmacist’s perspective, this is where confidence is highest. Products like Ofames, for example, have clear ingredient logic and positioning, making consultations straightforward and reducing consumer misunderstanding.
Q. How do you evaluate beta‑glucan as an ingredient?
Kim=Beta‑glucan is a well‑established ingredient in medicine. It has long been studied for anti‑cancer, anti‑inflammatory, and post‑surgical skin recovery benefits, as well as barrier reinforcement.
What makes its cosmetic application meaningful is the attempt to cover the full skin recovery cycle—from calming and barrier repair to regeneration and moisture retention. From the perspective of pharmacists expanding into dermatological care, it’s a highly compelling ingredient.
Q. What challenges must be addressed for the pharmacy cosmetics market to grow sustainably?
Kim=Both manufacturers and pharmacists have critical roles to play.
Manufacturers must live up to the “pharmacy‑exclusive” label by using clinically meaningful ingredients at effective concentrations. Without that, consumer trust cannot be established.
Pharmacists, in turn, must go beyond retail. Cosmetics should be recommended as an extension of pharmaceutical counseling—backed by a clear understanding of ingredients, mechanisms, and expected outcomes.
Ultimately, the future of pharmacy cosmetics depends on whether the industry can build a trust‑based bridge between medicine and beauty, rather than simply offering convenience.
Kim Eun‑jung, CEO and lead pharmacist of Gohyang Pharmacy in Namdaemun, providing a skin consultation to a customer.
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