As demand grows for Korea-made hair care products such as shampoo and rinse, domestic corporations are accelerating the expansion of their global businesses. As the K-beauty boom spreads from skin to hair and scalp care, it is believed that customized products reflecting regional characteristics such as hair type, climate, and lifestyle are gaining traction among overseas consumers by word of mouth.
According to the industry on the 26th, LG H&H will begin a full-scale push into the North American market for its scalp care brand Dr. Groot, starting with entry into the online store of the global beauty retail channel SEPHORA on the 28th. In August, it plans to launch products at more than 400 SEPHORA brick-and-mortar stores across the United States.
Since entering the North American market in 2023, Dr. Groot has expanded its distribution network mainly through online channels such as Amazon, TikTok, and Costco. In the first half of last year, North American sales increased by more than 800% from a year earlier, and starting in Oct., it entered about 600 Costco brick-and-mortar stores in the United States, Canada, and Mexico.
Aekyung Industrial Co. is also targeting the North American hair care market with "Kerasys." It recently placed Kerasys in about 390 Walmart stores in the United States, strengthening its local distribution network. The company also plans to gradually expand its hair care business in China, the Middle East, and South America, where Kerasys' popularity has already been proven.
As the K-beauty boom continues, demand for domestic hair care products in the global market has been steadily increasing. Overseas consumers' attention is broadening from skin to scalp and hair. With the glossy, sleek hair of Korean idols and actors drawing attention, interest in Korean-style hair care is growing as well, analysts said.
In particular, Korean products have segmented lineups by brand and product, making localization strategies tailored to each country's characteristics a competitive strength. By targeting the premium market with functional lines such as hair loss relief and damaged hair improvement, as well as products emphasizing herbal and naturally derived ingredients, they are securing competitiveness.
Demand characteristics differ clearly by region. In Western markets such as the United States and South America, demand is high for products related to damaged hair. A higher share of curly hair and frequent use of curling irons, which lead to more hair damage, appear to be environmental factors. Activities with heavy ultraviolet exposure are also cited as a factor increasing damaged hair.
In Southeast Asia, strong ultraviolet rays and a hot, humid climate have led to high demand for scalp care and hair loss prevention. Beyond simple cleansing, shampoos and rinses containing functional ingredients for soothing and cooling, or herbal raw materials, are perceived as premium products. In particular, preference for herbal shampoos is high in Greater China.
Amorepacific Ryeo, LG H&H Reen, and Doorihwa Cosmetics Daeng Gi Meo Ri are among the most popular products. Ryeo emphasizes Korea's natural herbal ingredients such as Korean ginseng, licorice, and green tea, while Reen highlights concepts such as silicone-free, natural herbal, and two-in-one shampoo and conditioner. Daeng Gi Meo Ri, launched in 1999 as Korea's first herbal shampoo brand, became famous through word of mouth for its efficacy in preventing hair loss.
The strategy of first building recognition on online channels such as TikTok and Amazon, then expanding in earnest into offline distribution networks such as Costco and Walmart, has also powered the growth of the domestic hair care industry. Online-centric marketing—such as influencer review videos and hashtags—has been deemed effective for gaining an initial foothold in the market.
According to tariff import and export statistics, last year's exports of hair products totaled $478.16 million (about 720 billion won), up 15.7% from a year earlier. Exports of hair products have been steadily increasing since 2022. Global market research firm Fortune Business Insights projected the global hair care market at about $100 billion (about 150.58 trillion won) last year and forecast average annual growth of 7.5% through 2034.