LG Household & Health Care's scalp care brand, Dr. Groot, is expanding its sales network to 424 Sephora stores across the United States. Following its online launch in March and a trial sale in May at key locations, the brand is accelerating its entry into the North American premium hair care market.
According to LG Household & Health Care, Dr. Groot began selling 14 products in 424 Sephora stores nationwide on August 15 (local time). This follows its online debut in March and a soft launch in over 90 key stores in May, marking a rapid expansion just three months later. Initially, the company planned to expand to around 400 stores in August but confirmed the official entry into 424 locations.
The products focus on scalp care, featuring the 'Scalp Revitalizing Solution (SRS)' line, which includes 'Hair Thickening Shampoo,' a 'Miracle In-Shower Treatment' that transforms into a cream upon contact with water, and a holiday gift set exclusive to Sephora.
Notably, the brand plans to promote the 'Roll-On Serum' as a key new product. This applicator features a massage ball at the end, allowing users to apply the serum directly to the scalp while massaging. During the soft launch in May, Dr. Groot assessed local consumer reactions to the SRS products, including shampoo, conditioner, and the roll-on serum.
The brand is also expanding its retail space. Depending on the store, products will be placed in high-visibility areas such as end caps, as well as in 'Next Big Thing (NBT)' and 'K-Beauty' displays. The company explained that the decision to increase the number of stores and products was based on sales data and consumer feedback gathered from the 90 stores in May.
This expansion into Sephora comes as LG Household & Health Care shifts its overseas business focus rapidly toward North America. In the second quarter of this year, the company's North American sales reached 205.8 billion won, a 47.3% increase compared to the same period last year. In contrast, sales in China decreased by 5.0% to 176 billion won, marking the first time North American sales surpassed those in China since LG Household & Health Care became an independent corporation. Overall overseas sales also rose by 12.6% to 584.5 billion won.
The beauty segment also saw a 3.9% increase in second-quarter sales, totaling 818.4 billion won, with operating profit turning positive at 44.4 billion won. The company attributed its improved performance to the growth of brands like Dr. Groot, Yusimol, Dominus, VDL, and Hince across domestic and international online and offline channels.
Dr. Groot's offline distribution network in North America is expanding rapidly. Since October of last year, the brand has been selling products in over 600 Costco locations across the U.S., Canada, and Mexico, and sales on Amazon in the first half of this year increased by 153% compared to the same period last year. With the Sephora entry, the brand has broadened its sales channels to include premium beauty specialty stores, in addition to large warehouse stores and online platforms.
LG Household & Health Care is also enhancing its local marketing efforts. Customers purchasing products at Sephora will receive hair brushes and other gifts based on their spending, along with online and offline sampling initiatives. The company plans to collaborate with beauty creator Bretman Rock on content for TikTok and Instagram. Additionally, pop-up events are scheduled for early next month in New York and Los Angeles to connect product experiences with actual purchases at Sephora.
A representative from LG Household & Health Care stated, “We will continue to strengthen our presence in Sephora while consistently offering premium solutions tailored to American consumers' hair and scalp concerns.”
* This article has been translated by AI.
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