Beauty Tourism Finds Its New Must-Have

The modern travel souvenir is changing. For a growing number of travellers, the item worth hunting is no longer a magnet, postcard or local craft, but a bottle of sun cream found in a pharmacy aisle abroad. From Seoul to Paris, beauty retailers and chemists are becoming planned stops on itineraries, as visitors search for cult SPF formulas they cannot easily buy at home.

This shift says something interesting about travel itself. Tourists are not only looking for landmarks and restaurants; they are increasingly drawn to everyday retail experiences that feel culturally specific. A Korean beauty store, a French pharmacy or a Colombian chemist can offer the same sense of discovery as a market or museum, especially for travellers who see skincare as part of lifestyle, wellness and identity.

The trend is also practical. According to reports, foreign visitors from more than 190 countries accounted for over a quarter of Olive Young’s offline revenue in 2025, with sun care standing out among international shoppers. The appeal is partly driven by differences in regulation and formulation. European and Asian sun creams are often prized for newer UV filters, lighter textures and more elegant finishes, making them attractive to consumers frustrated by limited or heavier options at home.

As a result, pharmacy shopping is becoming part of the holiday ritual. Travellers research products before departure, build shopping stops into their routes and return with enough bottles to share with friends or followers. The purchase becomes both useful and emotional: protection for the skin, proof of discovery and a memory tied to place.