Going by the increasing number of Korean beauty stores in recent times, it is evident that the demand for Korean beauty products is high. The Bhutan Trade Statistics show drastic increase of import of Korean beauty products over the years. In just the first quarter of this year, the import of beauty products totalled over Nu 6 M.
In the capital, several K-beauty shops have been opened to meet the growing demand. The Changlam street alone hosts six such stores across four buildings. Similar establishments dot the main town area.
One such establishment is the Ngori store. Initially started as an online venture has expanded into a physical store to meet the demand.
The owner said she assesses each product, ensuring quality for customers of all ages. Most of her clients are in their 20s and 30s of all genders.
This surge in skincare interest has made the business viable.
Likewise, some facial treatment clinics are seeing a good number of clients. The Safe Skin Spa provides skin facial treatments and mostly uses Korean products and machines for treatment.
“Korean products are quality-controlled and safe because they are mild and gentle on the skin. Our customers have seen a huge difference after recommending Korean products and our treatment. The average age of our clients is in the 30s and 40s,” said Choki Wangmo, aesthetician from Safe Skin Spa.
However, there are some stores finding it difficult to sustain despite the popularity of Korean beauty products. The store owners refused to come on camera but said earnings have dwindled significantly.
From grossing over a Nu 100,000 monthly to in the thousands these days. They say it is due to the increasing number of similar establishments.
BBS contacted relevant officials on the number of licensed K-beauty store owners but could not get the information.
In 2022, according to the trade statistics, more than Nu 10 M worth of Korean beauty products were imported.
Last year, the import increased to more than Nu 14 M. Some seven years ago, imports of Korean products amounted to less than Nu 1 M.
Intern (Sonam Pelkid)
Edited by Tshering Zam
