'It melts my stress away': The aromatherapy products K-pop stars swear by [Unboxing]

The aromatherapy market is on the rise. Aromatherapy oils and related products are gaining popularity as a "recovery consumption" trend — focused on restoring the body and mind through rest — spreads among younger generations.

Interest in aromatherapy products is growing steadily among young consumers, according to the beauty industry. The hashtag "aromatherapy" has appeared in more than 540,000 posts on Instagram, while related tags such as "aroma oil" and "aroma roll-on" have generated 122,000 and 11,000 posts, respectively.

The trend reflects a broader recovery consumption movement centered on using rest to heal physical and mental fatigue. The recent surge in saunas, meditation and yoga among the MZ generation fits the same pattern, as do once-niche wellness practices such as solo saunas, enzyme steam baths and mugwort moxibustion — long associated with middle-aged and older Koreans — which are now finding younger audiences.

Aromatherapy oils, candles and incense sticks have become popular stress-relief tools used during workouts or rest. Word of mouth has helped fuel the trend: Youngseo, a member of the idol group All Day Project, along with singers Jeon Somi, Taeyeon and Lee Hyori, have all shared the aromatherapy oils they use on social media, drawing wide attention.

Specialist aromatherapy brands are also benefiting from the buzz. Global names such as doTERRA and Eust are gaining traction alongside domestic brands like Aromatica. At Aromatica's Bukchon flagship store in July, two aromatherapy roll-on products ranked seventh and eighth in sales. Customers from North America, Europe and Oceania — regions with established aromatherapy cultures — accounted for 34.8 percent of purchases.

Imports of essential oils, the raw ingredient for aromatherapy products, have surged. According to Korea Customs Service trade statistics, import volumes rose 28.2 percent over three years, from 1,650 tons in 2022 to 2,116 tons last year. Imports through July this year reached 1,396 tons, up 10.3 percent from the same period a year earlier, putting the full-year total on track to approach 2,400 tons.

Market research firms are also taking note of the domestic market's growth potential. According to Grand View Horizon, South Korea's aromatherapy market is projected to grow at an average annual rate of 11.2 percent, from $213.7 million in 2024 to $399.1 million in 2030 — outpacing the global market's projected growth rate of 8.9 percent over the same period.

CJ Olive Young this year launched Olive Better, a dedicated wellness platform, and expanded its aromatherapy category within it, placing products under sections such as "rest well" and "care well." At the platform's first location in Gwanghwamun, the share of foreign customers — who tend to be more familiar with aromatherapy — approached 50 percent within 100 days of opening.

"South Korea's aromatherapy market is still in its early stages, but there is significant room to grow," an industry official said. "As consumer trends continue to shift toward wellness and recovery, demand for related products will expand."