The allure of Korean beauty is extending into Korean haircare as style-savvy consumers begin treating their hair and scalp with the same care as their skin.
Premium shampoos and serums, regarded as functional solutions for hair loss prevention and scalp nourishment, are driving South Korean brands to expand their share of the global luxury haircare market amid rising demand for wellness-oriented beauty products.
Industry experts attribute the demand for luxury haircare products to the growing influence of “skinification,” a trend in which high-end skincare ingredients traditionally reserved for the face are now being applied to the entire body, including the scalp.
In the July-September quarter of this year, exports of Korean haircare products soared 39.2% to a record $77.2 million, compared to the same period last year, according to KED Aicel, a Korean alternative data platform.
By country, South Korea’s haircare exports to the US, its largest overseas market, climbed 32.5% on-year to $29.2 million in the third quarter, according to data from KED Aicel. In September alone, shipments nearly doubled to $12.0 million.
Haircare exports to Hong Kong reached $6.6 million in the third quarter, marking an 85.9% year-on-year increase, according to KOTRA.
“The rise in exports has been driven by K-beauty brands adopting localized strategies, expanding their presence across online channels and launching products that align with growing consumer aversion to harmful ingredients,” said Chris Kim, a researcher at the Korea Trade-Investment Promotion Agency (KOTRA).
On Amazon, the world’s largest online marketplace, Korean brands are making their mark.
AmorePacific Corp.’s Mise En Scene Perfect Serum, formulated to repair damaged hair, has been on the bestseller list.
LG H&H Co. is also gaining global traction with its Dr. Groot and Elastine haircare lines, while Aekyung Industrial Co. continues to expand the reach of its flagship Kerasys brand.
Able C&C Co., listed on the Korea Exchange, is gathering momentum with its A’pieu label, which targets younger beauty enthusiasts with affordable, skincare-infused haircare products.
RISE OF INDIE BRANDS
Leveraging eco-friendly materials, clean formulations and localized strategies, indie haircare brands are increasingly joining the ranks of established players.
Root Enhancer, a scalp-nourishing tonic from Aromatica Co., ranks among top-selling haircare products on Amazon, reflecting consumer demand for eco-conscious and vegan formulations.
Other standout performers include a nutrient-rich shampoo under the Kundal brand from The Skin Factory, backed by VIG Partners, as well as Dr. FORHAIR’s Folligen line of hair-loss prevention shampoos.
Wyatt Corp., a former beauty unit of Kakao Corp., has invested in Dr. FOURHAIR.
As demand for functional haircare continues to rise globally, Korean companies are sharpening their export strategies with customized product development.
“We plan to expand our product lineup with scalp serums and oils to solidify our position as a specialized brand in the rapidly growing global hair and scalp care market,” Aromatica said in its IPO prospectus submitted on Sept. 30.
The global luxury haircare market is forecast to grow around 60% to $32.4 billion by 2032, compared to the estimated $20 billion in 2025, according to Fortune Business Insights.
By Tae-Ho Lee
thlee@hankyung.com
Yeonhee Kim edited this article.
