SEOUL, December 31 (AJP) - South Korea’s K-beauty influence is extending into the hair-care sector as LG Household & Health Care’s derma scalp-care brand Dr. Groot drew nearly 1,700 visitors during a pop-up event in New York earlier this month, reflecting growing overseas interest in Korean premium hair-care products.
Dr. Groot operated a two-day “pop-up truck” in Manhattan on Dec. 11–12, offering scalp-analysis services and product trials that the brand said were designed to introduce its treatment-focused hair-care concept to US consumers. The event attracted long queues despite sub-zero temperatures, according to the company on Wednesday.
The activation comes amid rapid sales momentum in North America, where Dr. Groot posted year-on-year growth of about 800 percent in the first half of 2025. LG H&H has been expanding its presence in the region as global demand rises for scalp-care products marketed under the “K-haircare” banner.
The pop-up also drew attention from major social-media influencers, including Bretman Rock, who visited on both days and generated online content that helped push total impressions related to the event to around 30 million as of Dec. 30, LG H&H said. Other beauty creators, such as Matt Loves Hair and Via Lia, also shared content from the site.
“We will continue expanding overseas activations to strengthen global awareness of our hair-care brands,” an LG H&H official said. “Competition in the US is growing, and building consumer familiarity remains a priority.”
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