The rise of at-home beauty as South Koreans skip salons for self-care

The trend points to a more sophisticated self-care culture shaped by convenience, budgeting and the influence of online tutorials. Photo: Pexels

South Korean consumers are increasingly taking beauty routines into their own hands, trading salon visits for at-home treatments.

That shift was especially visible during Olive Young’s winter “Ol-Young Sale” (Nov 30-Dec 6), where shopping patterns highlighted how far self-care has evolved, from simple sheet masks to full-fledged DIY beauty rituals.