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Lee said she got 15 services done in the span of three days during her trip, sharing the listin a TikTok videofrom her account, @taxinoodle, that now has over 1.2 million views.
It’s no secret that Seoul has become a global beauty capital in recent years, known for its focus on skincare and makeup, as well as its famous plastic surgery clinics. But non- or minimally- invasive procedures have also become a popular way to achieve a seemingly-flawless natural look, emphasizing delicate, hyper-feminine features, glowy skin and glossy hair.
“A lot of women will get these treatments done every few weeks (for) their nails or their hair,” said Lee, referencing the regular upkeep of salon manicures, body waxing and blowouts — some of which have flourished into billion-dollar industries in South Korea. “These procedures have been around for so long.”
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Lee, who was raised in South Korea until the age of 11 and is now based in New York City, began getting beauty treatments in the US. “Now that I’m in my mid-20s… I started getting a little Botox here and there, but I prefer to do it in Korea because the price is unbeatable,” she said. She flies back regularly to get small touch-ups, but had never gone back for this many in one go until this year.
“The price benefit — you can’t ignore that,” Lee said. “Getting a plane ticket to Korea to get Botox and filler done is honestly cheaper than getting it done here.”
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For some, there’s the benefit of being able to travel while also getting these cheaper treatments done; in the creator economy, there’s also value (think monetized videos) in sharing such journeys on social media. Influencers offer tips on thebest treatmentsto book when you only have a few days in the country or film their “glow-up days,” beating a constant refrain ofaffordabilityand innovativetechnologies. “Did u even go to Korea if u didn’t get a facial,” one TikTok usercaptionedtheir glow-up vlog.
“It’s becoming more common, and kind of like a trend, to talk openly in Korea about what procedures you get and share tips,” Lee added. Due to South Korea’sstrict advertising laws, clinics often rely on word of mouth, so Lee leaned on friends and family for recommendations. “Beauty scams are also really common,” she added. “So that can make it harder for people who are visiting or don’t speak the language.”
Lee is currently developing awebsiteand database to provide tips and resources for people interested in traveling to South Korea for K-beauty treatments, in order to help non-Korean speakers.
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“For travelers or first-timers, I would avoid them,” she added. “You should be doing your research and you should sit down with a doctor who can tell you what you should be looking for.”
Lee said when she went to boutique clinics, however, she was able to speak with a medical professional ahead of each procedure, learning what exactly the injectable or laser or treatments would do to her body and getting a more in-depth walkthrough of what to expect for the procedure and healing process. Many boutique clinics, she noticed, also had better options for non-Korean speakers.
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Lee visited six different clinics, the majority located in Seoul’s Gangnam neighborhood, which has long been known for its wealthy residents and emphasis on beauty (and, of course, was the inspiration behind K-pop star Psy’s viral 2012 hit, “Gangnam Style”). “Every ad and billboard you see will be for a plastic surgery clinic or something like that,” Lee said of the area. The term “Gangnam unnie” (Gangnam sister) emerged years ago to describe bandaged patients — those who had more drastic procedures done — coming out of one of the district’s many plastic surgery clinics. It has since become a derogatory term, “like, you look fake and plastic,” Lee explained.
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On her next stop, Lee was put under general anesthesia to undergo a series of treatments at a plastic surgery clinic. This was her most intensive visit, she said — figuring she may as well make the most of being put under. All of the procedures targeted her face: three kinds of collagen-promoting “skin booster” injectables, including Juvelook (one vial, $400), Juvelook Volume (two vials, $830) and Rejuran Healer (one vial, $330); Botox ($70) in her forehead, jaw, and between the eyebrows; CO2 lasers ($8) that zapped off moles on her face and neck; and 600 shots of Ultherapy ($1,275), an ultrasound treatment that is intended to stimulate collagen production and define features.
“Ultherapy is well known to be the most expensive and effective procedure, as well as the most painful one,” she said. “That’s what left me with the most bruising and swelling after. I know some people get it done without going under, and I always see videos of people crying. They give you a very fluffy plushie to hang onto.”
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“My bruising lasted a whole two weeks, and swelling didn’t go down for three weeks,” she said. “It’s hard to say what one thing had the biggest effect on my face, though, because I got them all done at once. But there’s definitely a difference.”
Lee always gets her hair dyed ($125) in SouthKorea because she prefers the pricing and service. On this trip, she receiveda personalized “stem cell scalp” treatment($190), and on TikTok claimed that light therapy given as part of the service helped to improve blood circulation, while various other techniques were used to reduce scalp buildup. Several Seoul-based clinics have gone viral on TikTok for using AI and other high-tech accessories to examine scalp health and address hair issues.
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In afollow-up videoon TikTok, Lee listed five things she would have done differently during her trip to Seoul, such as allowing for more recovery time and better understanding procedures’ side effects (her skin “swelled so much” after skin boosters that she was scared she was having an allergic reaction). In hindsight, Lee said she should have gotten everything done by one doctor, who could then advise on the optimal order of procedures, rather than at various clinics. (She spread the procedures out across multiple clinics for her own research purposes).
Lee said she doesn’t judge people who undergo procedures to fit certain beauty standards.“I want to shine a light on this side of beauty,” she explained. “Even just scrolling through TikTok, so many fans of Korean stars will swear, ‘I know she didn’t get anything done like other people,’ but this area of non-plastic surgery treatments is just so common. It’s not a bad or good thing, it’s just so ingrained in the culture.”
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