Why are tourists stuffing their bags with sunscreen from different countries?
Collected Photo
The days of bringing back fridge magnets, key rings, or showpieces as travel souvenirs may be coming to an end. A new global trend is now being driven by beauty-conscious travelers.
From Seoul to Paris, and even Colombia’s Cartagena, local pharmacies and cosmetics stores have become the main attractions for tourists. Their goal is simple: to collect viral and highly effective sunscreens and sun creams.
Psychologists say that since around 2010, there has been a major shift in lifestyle. While getting tanned under the sun was once considered fashionable, people today are more aware that harmful UV rays contribute to skin aging and cancer.
Social media–driven skincare culture has pushed this awareness to new heights. As a result, sunscreen has become an essential part of daily life for those seeking healthy, beautiful skin.
The biggest crowds are being seen in South Korea and across Europe. A leading South Korean cosmetics chain has reported that in 2025, more than 25 percent of its total offline sales came from foreign tourists.
At its Myeongdong outlet in Seoul, tourists arrive every day carrying empty suitcases and large shopping bags solely to buy sun cream. Similarly, thanks to TikTok, ordinary pharmacies in Paris have now turned into tourist hotspots.
Interestingly, a large portion of these sunscreen hunters are from the United States. Due to strict regulations there, many of the newer and more advanced UV filters used in Europe or Korea are not available in the US. Dermatologists say foreign sunscreens are decades ahead of American products in terms of technology. Korean sunscreens in particular are praised for blending seamlessly into the skin without leaving it sticky or chalky white.
Buying these products online often involves high customs duties and inflated prices. So beauty enthusiasts believe it makes more sense to spend that extra money on a trip to Asia or Europe instead. They call this logic “traveler math.”
Preparation for these shopping trips is also quite deliberate. Weeks before traveling, people browse Reddit and beauty blogs and make detailed lists of preferred sunscreens in their notes apps. In Europe, popular choices include La Roche-Posay or Spain’s ISDIN, while in Korea, brands like Beauty of Joseon and Round Lab top the list.
Some travelers even skip sightseeing on the final day and visit stores early on a weekday morning to avoid crowds and carefully select authentic products. In some cases, tourists return home with an entire suitcase filled with 50 to 60 bottles of sunscreen as gifts for friends and loved ones.
Experts say this sunscreen shopping spree is no longer just about skincare; it has become a meaningful travel experience. Spending time in a country’s beauty shops offers insight into its lifestyle and wellness culture.
Each time travelers use a good sunscreen brought from abroad, it reminds them of those memorable holidays. Like chocolate or perfume, sunscreen has now become a sweet and living souvenir of travel.
(Source: BBC)
