LG Household & Health Care's scalp care brand Dr. Groot has won its first award at the 2026 Allure Best of Beauty Awards in the United States. The company plans to leverage this recognition for marketing in major North American distribution channels.
On September 30, LG Household & Health Care announced that Dr. Groot's 'Scalp Revitalizing Solution Hair Thickening Shampoo and Conditioner' was selected in the 'Best Fine Hair Shampoo & Conditioner' category at the Allure Best of Beauty Awards.
Now in its 30th year, the Allure Best of Beauty Awards is a prestigious U.S. beauty award established in 1996. Products are evaluated by Allure editors and beauty experts who use the items firsthand before selecting the winners.
The two products contain biotin and encapsulated prebiotics. The shampoo enhances volume for thinning hair, while the conditioner provides immediate softness without weighing hair down. Dr. Groot plans to use this award to boost consumer trust through marketing in key North American online and offline retail channels, including Amazon, TikTok Shop, and Sephora.
An LG Household & Health Care representative stated, "This award signifies that Dr. Groot's 'scalp-first' brand positioning, established since entering the U.S. market, has been recognized by local beauty experts. It will serve as a catalyst for enhancing brand trust as we expand our U.S. operations."
Meanwhile, K-beauty, which has primarily focused on skincare, is expanding into hair and scalp products. Dr. Groot is now available in 424 Sephora stores across the U.S. and is also sold on platforms like Amazon and Costco.
* This article has been translated by AI.
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