SEOUL, January 13 (AJP) — Long, glossy black hair catching the light as it moves in the breeze has become a familiar image of Korean heroines in romantic dramas. The look has captivated global audiences — and it is translating into booming overseas sales of Korean hair-care products.
According to South Korea’s Ministry of Food and Drug Safety (MFDS), cosmetics exports reached a record $11.4 billion in 2025, up 12.3 percent from a year earlier. The United States and Japan ranked as the two largest destinations, accounting for $2.2 billion and $1.1 billion, respectively.
That momentum is increasingly visible in hair care. Trade data based on HS Code 33.05 show that Korean hair-care exports totaled about $471 million in the 12 months through November 2025. The United States remained the largest market at roughly $103 million, and also the fastest-growing, with shipments rising by about $35 million between 2023 and 2024.
Search data point to the same trend. Google Trends shows steady growth in global searches for “Korean hair care” throughout 2025, with notable spikes mid-year and particularly strong interest in countries such as Qatar, Singapore, Australia and New Zealand, underscoring rising international curiosity.
That curiosity is no accident. Industry research from Grand View Research indicates that global hair-care demand is shifting toward function-driven products, especially those focused on scalp health and damage repair — segments where premium formulations are growing fastest.
Korean hair care closely follows the science-backed logic of K-beauty itself: prevent, treat and heal, with specialized products for each step rather than a single all-purpose solution.
The shift is already showing up in company earnings. The Skin Factory Co., which operates the hair-care brand Kundal, posted estimated revenue of 124.1 billion won ($84.6 million) last year, up 6 percent from a year earlier. Overseas sales accounted for about 52 percent of total revenue, surpassing domestic sales for the first time.
Wyatt Corp., owner of shampoo brand Dr.FORHAIR and hair-treatment label UNOVE, also reported record sales, crossing 100 billion won in annual revenue for the first time since its founding.
“As K-beauty gained popularity in markets like the U.S. and Japan, hair products naturally followed,” said Kwon Kyu-seok, chief executive officer of Wyatt. “Rising overseas demand played a decisive role in pushing our sales beyond 100 billion won.”
Once a supporting category, hair care is now emerging as a core export engine of K-beauty — powered as much by laboratory formulas as by the effortless shine seen on screen.
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