Seoul Aesthetic's Daniel Seok Reveals the Secrets of His Business Success in Bringing Korean Beauty to Hong Kong

All images courtesy of Adam Thompson | CSP Times.

Daniel Seok, Group Director of Seoul Aesthetic has refined his expertise in Clinical Medical Aesthetics and dedicated his career to advanced Korean aesthetic technology. With a strong foundation built in professional medical care, Daniel has integrated a combination of treatments, machines, skincare products, devices, and supplements. Now, his celebrated business is considered a leader in aesthetic innovation, providing Hong Kong with a trusted clinic that is built on the Korean method of doctor-driven medical aesthetics. Using the latest cutting-edge technology, Daniel Seok, alongside his wife, Janet, deliver a 360° Aesthetic Makeover experience with an innovative approach to full-body treatment. By upholding this ethos of a holistic regime, alongside his strict business principles, Seoul Aesthetics has achieved accolades at the 2024 KBS N BRAND AWARDS for Best Skin and Cosmetic Surgery Clinic and the Forbes Korea Best Brand Awards 2025.

Speaking exclusively with CSP Times, Daniel Seok offers insight into the journey of how he has built and maintained a successful business in Korean aesthetics.

What inspired you to bring Korean aesthetic expertise to Hong Kong, and what were

the biggest challenges in introducing these advanced treatments to a new market?

Since my wife and I made Hong Kong our new home in 2014, we have sought to address issues in the medical aesthetics industry using a Korean-style approach, specifically through doctor-driven consultations. This method aims to prevent hard-selling and mis-selling by enabling customers to make informed decisions. The Hong Kong medical aesthetics industry faces several key challenges compared to Korea. Most companies here are not owned or led by doctors, resulting in a greater emphasis on sales rather than the medical aspects of treatments.

Additionally, the prevalence of part-time doctors limits their accountability, as owners are incentivised to maximise revenue output per hour, often bypassing necessary pre-consultations. In short, we aim to transform the dynamics of the Hong Kong medical aesthetics industry to align more closely with the Korean model through education for customers, staff, and doctors, the introduction of innovative techniques from the global industry, and by building trust among our customers and staff.

How have Hong Kong consumers responded to Korean aesthetic treatments, and have you had to adapt or modify approaches to cater to local preferences?

Our Korean approach to medical aesthetics has been well received, resulting in continued growth in client-referred new clients alongside recurring customers who return for our services. However, some adaptation is necessary, as Hong Kong operates in a more therapist-driven industry. In Korea, therapists are licensed and undergo intensive training before entering the market. Therefore, training for our therapists has become an essential part of our strategy.

Seoul Aesthetic has been recognised as a leader in aesthetic innovation at the Forbes Korea Best Brand Awards 2025. What do you think sets the brand apart from competitors, both in Hong Kong and globally?

At Seoul Aesthetic, our goal is to provide Hong Kong with a trusted clinic that embodies the Korean method of doctor-driven medical aesthetics while establishing a sustainable business for the long term. What sets us apart from competitors, both in Hong Kong and globally, is our commitment to education, innovation, and building trust with our clients. These key values are the foundation of our brand and help us stand out in a crowded market. By focusing on these principles, we ensure that our clients receive the highest quality care and the latest advancements in aesthetic treatments.

How has Seoul Aesthetic’s commitment to cutting-edge technology and research contributed to winning this prestigious award?

With a dedicated research team, we invest resources to study the most recent developments in Korea. Working together with Korean manufacturers, we have designed products that are suitable to the Hong Kong market and try to import the latest devices that are cutting-edge as a first mover, if not second.

Seoul Aesthetic is known for bringing advanced Korean aesthetic technology to Hong Kong. Can you share how innovations like SuRan Skin Booster and Titanium Lifting reflect the future of aesthetic treatments?

The trend is clear—low pain, more gain. The downside of current skin boosters and energy devices is often the high pain and downtime of treatments. Importing SuRan and Titanium Lifting has a common theme of reducing pain and downtime, while improving the results thereafter. These are the key themes of the overall trend in skin booster technology and energy-based devices.

Can you share any insights into emerging trends in aesthetic medicine and how Seoul Aesthetic plans to stay ahead of them?

The emerging trend in aesthetic medicine is a polarisation of treatments. Instead of fillers and thread lifts, people are seeking to do either cosmetic surgery for instant treatment, or longer-term treatments such as skin boosters that do not have long lasting side-effects. As we are a 360 degree aesthetic provider with focus on skin boosters and simple cosmetic surgery, we are rightly positioned to have a tailwind for this global trend.

Seoul Aesthetic emphasises a ‘360° Aesthetic Makeover experience.’ How does this philosophy shape the client journey from consultation to post-treatment care?

We believe that aesthetic treatment must be a 360 degree regimen. Together with aesthetic treatments you should digest the right supplements such as EmpTea, which is a plant-based supplement designed to tackle bloating, as well as rely on a daily homecare device such as Quadthera, the highest quality handheld LDM devices for home use. Treatment does not only happen at the clinic but also in your daily routine. We will be launching our cosmetic lines next year to continue our research in bringing what is suitable and best for Hong Kong consumers to the market.

You and your wife run Seoul Aesthetic together. How do you balance your professional and personal relationship while leading the brand?

There were many concerns, initially whether running a business together would be detrimental to our personal relationship as often business partners experience a fallout. Thankfully, as our responsibilities are strictly split where Janet is the expert in decisions related to medical procedures and training, and I am responsible for all other business-related decision-making, our mutual respect for each other’s field has led to good chemistry professionally. More importantly, the full support of our in-house partners has also been vital to our success. This is a people business and a team effort. We also have wonderful staff that have been true colleagues building a healthy work culture of mutual respect and trust.

What strengths do you each bring to the business, and how do you navigate decision-

making as a team?

Having set strict roles and responsibilities have been key to our decision making processes. Also, while we are proud to call Hong Kong our home, we are not fully aware of the cultural nuances of Hong Kong as we are Koreans, thus we often rely on the expertise of local talent. We are here for Hong Kong, so we must adapt to the different culture and environment to survive and improve our offerings. I think the biggest strength we have is always being humble about the unknown, and business is about tackling problems and solving them.

What advice would you give to other entrepreneurial couples looking to build a business together?

The best advice we can give applies not only to building businesses together but also applies to any relationship—mutual respect. I have the highest respect for not only my wife, but to each and every one of our staff for their contribution to something we started from nothing. We have come a long way and we want to continue on this path, which the goal is clear—we want to be the most trusted and respected medical aesthetic company for both consumers and also for employees.

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