Key Takeaways:
For decades, South Korea has set the pace for beauty innovation—first through trend-led skincare, and now through clinic-born aesthetic treatments that prioritize safety, efficacy, and skin quality. That authority has created a fast-growing aesthetics market, valued at approximately $2.79 billion across categories today, with projections reaching $10 billion by 2032.
As that influence accelerates, the US is increasingly looking to Korea not just for inspiration, but for a proven blueprint. K-treatments are emerging as a new growth engine for dermatology offices, medspas, and spas—reshaping service menus, raising patient expectations, and signaling where the next phase of stateside aesthetic care is headed.
The treatments gaining the most attention include Letybo, a neuromodulator injectable similar to Botox, and PDRN, a DNA-based treatment best known as Rejuran (commonly called the “salmon sperm facial”) that boosts skin repair, hydration, and radiance. Once considered niche, both treatments are quickly becoming clinic staples.
According to Spate’s Popularity Index, Letybo searches have grown more than 1,000% on Google, with 8.3K average monthly searches, and “Letybo vs. Botox” ranks among the top queries at 1.9K monthly searches. Rejuran has seen a 213% YoY increase on Google, averaging 35.6K monthly searches, and a 525% jump on TikTok, with 5.1M weekly views. Unsurprisingly, as influencers document their Korean treatment journeys, the pathway has turned into a viral loop: clinic → influencer → content → worldwide attention. “Near me” searches for Rejuran alone average 390 per month, while broader polynucleotide and salmon-sperm treatments are up 106% and 263% YoY, respectively, signaling a clear appetite for K-origin treatments.
The Cultural Bridge: Why US Consumers Are Ready
For Chloe Joung, K-beauty expert and founder of BAZZAAL, who operates between Seoul and Los Angeles, the rise of K-treatments in the US was inevitable. “Once people trust ‘Made in Korea’ on their bathroom shelf, they’re much more open to ‘Done in Korea’ in a clinic,” she explained. Growing up in Korea as the daughter of a dermatologist, she witnessed firsthand the evolution of K-skincare into clinic treatments. Today, US consumers increasingly see Korea as the authority on subtle, skin-first aesthetic results, from celebrity and influencer trips to Korea to viral social media content. “People see before-and-afters, they see influencers flying to Seoul for treatments, and they want the same results closer to home,” Joung said, reinforcing the narrative that Korea’s aesthetic innovations are widely viewed as a gold standard for addressing skin concerns.
The K-beauty ethos—prevention, skin quality, and a natural finish—is now translated into injectable and device-based treatments. For US patients, K-origin injectables don’t feel risky; they feel like a clinically validated extension of the skincare they already trust. Early adoption is clustered in primary markets: Los Angeles (especially Hollywood), New York, Orange County, the Bay Area, and select parts of Texas and Florida. “Basically places with a strong Asian presence, high beauty and media influence, and medspas that live on Instagram and TikTok,” Joung explained.
The typical US patient spans a wide age range. Joung sees industry insiders and quiet “stealth wealth” clients seeking subtle, regenerative services, and even Gen Z, heavily influenced by social media trends and peer conversations about preventive treatments. Many in the 25–40 group are “graduating” from K-beauty to K-aesthetics, flying to Seoul or hunting down the one clinic in their city offering what they saw online. The older segment, already familiar with toxin and filler, now seeks improved texture and firmness without added volume.
Why K-Origin Treatments Could Become a Menu Staple
With US consumers primed, spas are now racing to bring K-treatments stateside, integrating them into menus alongside traditional injectables and device-based offerings. Heyday introduced a PDRN facial in November 2025 after noticing demand for treatments with clinical credibility, a shift echoed by VENN founder Brian Oh, who said consumers are gravitating toward “measurable, biologically driven results, which aligns with their PDRN technology.”
That shift is being reflected globally. Nearly 100,000 beauty tourists travel to South Korea annually for skincare and procedures, driving massive social reach and accelerating interest in K-treatments. In the US, imports of South Korean cosmetics reached $1.7 billion in 2024—a 54% year-over-year increase, with 2025 continuing the trajectory. VENN reports that in its own recent client survey, K-beauty ranked among the top rising trends consumers want to actively participate in.
Heyday is seeing the same. While the company didn’t disclose internal figures, its recent limited-time “boosts,” including its Exosome BioBoost created with VENN, were among its most in-demand add-ons. Regenerative treatments continue to outperform expectations, signaling a sustained appetite rather than a trend spike. Early booking data for Heyday’s PDRN facial has been “exceptionally strong,” positioning it as a likely long-term staple. What was once niche is quickly becoming non-negotiable, solidifying K-treatments as a smart long-term play for US spas to bridge approachable facial experiences with the credibility of the latest technologies available in advanced aesthetics.
From Spa Floors to Dermatology Clinics
As K-treatments move from spa menus to clinical settings, dermatologists are evaluating what drives marketing momentum versus what delivers meaningful skin outcomes for patients. Letybo, recently approved by the FDA, is often positioned as the “K-beauty Botox.” It uses the same botulinum toxin A as traditional neuromodulators, lasts around four months, and is priced lower than Botox, but its appeal lies more in its aesthetic philosophy than its pharmacology. “The data doesn’t show major differences in onset, diffusion, or longevity—those qualities depend far more on dilution, dosing, and technique than the brand name,” explained Jessie Cheung, MD, board-certified dermatologist and founder of Cheung Aesthetics & Wellness in Chicago. Letybo emphasizes skin health, subtle refinement, and natural results, a message that resonates with patients who are wary of looking “Botox-frozen,” she said.
Her practice had early access to Letybo, so she began mentioning it to patients to gauge interest. Some patients came in specifically asking about it, but most first learned about Letybo during their consultation. Even with this gradual introduction, she’s noticed a significant increase in interest and use. “It has a strong global track record, so I’m very comfortable using it, especially in the upper face where you want soft, blended movement and micro-dosing to create that ‘glass skin’ effect. I don’t think it will replace our existing toxins, but it’s expanding the category by bringing in patients who want that modern, K-beauty style result.”
If Letybo represents low-risk entry into K-beauty aesthetics, PDRN showcases the category’s promise and its regulatory gray areas. Interest in PDRN and polynucleotide injectables is rising, driven by TikTok-ready regenerative trends and a consumer focus on skin quality, hydration, and subtle repair. “Patients, including younger ones, are very into ‘skin quality’ instead of increasing volume right now,” said Jodi LoGerfo, DNP, a family nurse practitioner certified in dermatology. Overall, her practice has seen a 10%–15% increase in inquiries for PDRN and polynucleotide treatments in those 25-35.
For Cheung, PDRN’s trajectory has been even more telling: “I was an early adopter after being introduced to it in Korea and would recommend it to all patients for its unique benefits. Once patients started noticing real improvements in their skin’s texture and glow, interest skyrocketed, and PDRN has quickly become one of our most popular repeat treatments,” she said. Social media inquiries about the “salmon DNA treatment” now come in daily, and usage in her practice has increased by well over 100% in the past year.
Early adopters in her clinic range from patients in their 30s to their 60s, from professionals to parents who want to revive dull skin without downtime. “They gravitate toward the no-downtime, non-aggressive K-beauty philosophies that prioritize improving skin health, restoring luminosity, and supporting the skin’s natural regenerative processes,” Cheung explained.
But the category is still controversial: no PDRN or polynucleotide injectable is FDA-approved for cosmetic use in the US, and sourcing, sterility, and purity can vary widely. While studies suggest benefits for collagen stimulation, anti-inflammation, and wound healing, LoGerfo notes, “There’s lots of marketing surrounding these products, but limited real scientific evidence.” Despite regulatory gray areas, the buzz around regenerative aesthetics and K-beauty trends is pushing curiosity and cautious experimentation into US clinics. “My practice has seen K-treatments more than double year over year, and demand is still rising,” Cheung said.
Looking Ahead: What’s Next from Korea?
As Korean aesthetics continue to pair a skin-first, preventive ethos with influencer visibility and more accessible pricing, their foothold in the US will only strengthen. Industry insiders are already watching the next wave of innovations coming from Korea. “Exosome-inspired and cell-signaling treatments are moving very fast in Korea, even though they’re still sensitive and tightly watched in the US,” notes Joung.
Beyond injectables, advanced course protocols that combine RF, ultrasound, and fractional lasers into structured programs, not just one-off sessions, are likely to make their way stateside, though adoption will depend on price points and practitioner education and adaptability. Hair and scalp injectables are another area where Korea is leading, from improving density and scalp health to optimizing the microbiome. “Even hair removal technology is primed for US expansion, with fast, efficient devices already achieving high adoption in Korea,” she said.
K-treatments won’t completely replace US or European offerings. “But I do think that in five to 10 years, a typical US clinic menu will quietly include multiple Korean-origin technologies—just like our bathroom shelves already quietly include multiple Korean skincare brands,” said Joung. Clinics and spas can’t afford not to have these offerings on their menu. With results that speak for themselves and demand growing across age groups, K-treatments are the new cornerstone of the next generation of aesthetic services.