K-Beauty, which has expanded its global market primarily through skincare, is now venturing into hair and scalp products. The range of products has diversified beyond shampoos and treatments to include scalp ampoules and products aimed at alleviating hair loss symptoms. Domestic cosmetics companies are also targeting overseas markets by tailoring their offerings to the specific hair characteristics and consumer demands of different countries.
According to the Korea Customs Service, the export value of domestic haircare products reached $478.17 million (approximately 648.8 billion won) last year, marking a 15.7% increase and setting a record high. Exports of other hair products, including conditioners, treatments, and hair essences, rose by 21.6%, while shampoo exports increased by 6.9%.
There is a growing demand for product development among brands. The number of sample requests for hair and scalp products at the ODM company Imiin has increased by about 1.5 times from 2024 to the first half of this year. Imiin is expanding its research and development (R&D) scope, which was previously focused on skincare, to include haircare. A representative from Imiin stated, "We are receiving inquiries not only for traditional shampoos and treatments but also for leave-on treatments that do not require rinsing, scalp ampoules, and functional products aimed at alleviating hair loss symptoms."
The haircare market is becoming more segmented, shifting from a focus on cleansing to damage management and scalp care. Variations in hair types, climates, and product usage habits across countries and regions are notable. In North America and Europe, there is a demand for conditioning products tailored to curly and damaged hair, while in the hot and humid Southeast Asia, consumers prefer lightweight and refreshing products or styling aids.
Major domestic cosmetics companies are positioning haircare as a next-generation growth driver. LG Household & Health Care is expanding its North American distribution network with its premium scalp care brand, Dr. Groot. Last month, the brand was launched in 424 Sephora stores in the U.S., and products are also available on Amazon and Costco.
Amorepacific has identified haircare, alongside dermabeauty, as a key area for global growth. The company aims to achieve 1 trillion won in haircare sales and over 60% of its global sales from this segment by 2030, expanding its premium hair and scalp care business in the U.S., China, Japan, and Brazil. In the Chinese market, Amorepacific is focusing on selling premium products centered around its herbal shampoo, Ryeo, to cater to the preference for herbal formulations.
Aekyung Industrial established a separate haircare division in April and has tailored its products for different markets. In Poland, it is expanding products aimed at scalp care similar to skin care, while in South America, it is emphasizing products for heat damage care.
An industry insider noted, "The haircare market is structured such that top brands account for about half of the market, while regional and emerging brands compete in the remaining space. Given the significant regional differences in hair and scalp characteristics, as well as climate and usage habits, it is crucial to segment market demands and reflect them in product development."
* This article has been translated by AI.
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