LG Household & Health Care Launches Dr. Groot Hair Tower in Key U.S. Sephora Stores

LG Household & Health Care announced on May 31 that it will launch its scalp care brand, Dr. Groot, in major offline stores of the global beauty retailer Sephora in North America.

Dr. Groot has recently installed special displays called 'Hair Towers' in over 90 key Sephora locations across the U.S., showcasing its flagship SRS product line. With an official launch planned for August in more than 400 stores nationwide, Dr. Groot aims to assess market reactions and sales data to establish a solid foundation for its offline debut.
 
The brand plans to enhance customer engagement by introducing scalp care routines using its flagship products. Notably, Dr. Groot will feature eight key products, including SRS line shampoos, conditioners, and roll-on serums, in stores located in major urban areas, allowing customers to experience the scents and textures firsthand.
 
In conjunction with its offline expansion, the brand is accelerating its marketing efforts. It is increasing collaborations with local creators on major North American social media platforms like TikTok and Instagram, and is also implementing training programs for Sephora staff to educate them about K-beauty trends and product benefits.

An LG Household & Health Care representative stated, "We aim to successfully lead up to the official launch in August and solidify our position as a K-hair care brand."

Meanwhile, according to the Korea Customs Service's trade statistics, the export value of domestic hair care products reached $135.72 million (approximately 204.5 billion won) in the first quarter of this year, marking the highest quarterly figure to date. This represents a 34.2% increase compared to the same period last year, which saw exports of $101.17 million. The export volume for the first quarter was 17,252 tons, up 45.2% from 11,881 tons in the previous year.