[Edaily Reporter KYUNG GYEYOUNG ] The K-Beauty sector, once defined primarily by skincare and makeup products, is expanding into K-Hair Care. As “skinification”—a trend that extends care beyond the face to include the scalp and body—gains traction, domestic cosmetics companies are accelerating their overseas expansion, leveraging their technological capabilities and the popularity of K-Beauty.

According to import-export trade statistics from the Korea Customs Service released on the 25th, exports of hair care products—including shampoos, hair essences, and hair dye and perm solutions—totaled $232.62 million from January through May this year, a 30.6% increase compared to the same period last year. Following last year’s record-high exports of hair care products—which totaled $478.17 million—it is highly likely that this year’s figures will break that record as well.

Park Hyun-jin, a research analyst at Shinhan Investment Securities, explained, “Due to the ‘skinification’ trend spreading in the U.S. and Japan, demand for treating the scalp like skin is increasing,” adding, “K-haircare products emphasizing functions such as hair loss relief, scalp soothing, and moisturizing are receiving a positive response.”

A look at actual export items reveals that the category includes not only shampoo but also a diverse range of hair care products such as conditioners and hair essences. Last year, exports of other hair care products reached $291.1 million, a 21.6% increase from the previous year—more than double the 6.9% growth rate seen in shampoo exports during the same period.

Domestic companies that have already successfully expanded overseas with K-Beauty are focusing their efforts on expanding the global reach of K-Haircare by leveraging localization strategies and differentiated product quality.

LG H&H(051900)Dr. Groot, operated by the company, is targeting North American consumers—who prioritize functionality—by emphasizing clinical trial results to build customer trust. After launching on Amazon in November 2023, the brand secured top sales rankings for products such as the “Miracle-in-Shower Treatment” and “Hair Thickening Shampoo,” successfully establishing itself online. In July of last year, it expanded into brick-and-mortar retail by introducing its products to Costco stores.

This year, Dr. Groot launched on Sephora’s online platform—North America’s largest beauty platform—in March to gauge consumer response, and is set to enter approximately 400 U.S. stores in August. An LG H&H official stated, “We plan to solidify the brand’s foothold and strengthen our foundation in the major distribution channels where we are currently present, which will further accelerate our growth in the North American market.”

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AMOREPACIFIC CORPORATION(090430)Mise-en-Scène, also operated by the company, has expanded its export reach to North America. Mise-en-Scène’s “Perfect Serum” saw sales grow by 65% year-over-year during last year’s Amazon Black Friday event in the U.S., ranking first in the hair styling category. Last year, the Perfect Serum’s year-over-year sales growth rate reached 270% in Brazil and recorded strong growth in Canada (50%) and Russia (22%) as well.

K-haircare is also performing well in the Greater China region, where its market share had been shrinking due to competition from C-Beauty (Chinese cosmetics). Last year, sales of AMOREPACIFIC CORPORATION’s “Ryeon” brand in the Greater China region increased by more than 90% compared to the previous year. This growth was particularly notable given that AMOREPACIFIC CORPORATION’s overall sales in the Greater China region rose by only 0.5% during the same period. This is due to the brand’s transformation into a specialist in hair loss prevention with products such as the “Nourishing Hair Growth & Anti-Hair Loss EX Shampoo” and “Anti-Hair Loss Roll-On Essence.”

SHINSEGAE INTERNATIONAL(031430)JUST AS I AM (IM CO., LTD.), operated by the company, is also expanding into overseas markets by entering China in 2024. By operating a flagship store online, the brand has already shown promising results, with sales in China from January to May of this year increasing by 179% compared to the same period last year. SHINSEGAE INTERNATIONAL official stated, “We are accelerating our push into the Chinese domestic market by simultaneously expanding our product lineup to suit local consumer preferences and broadening our distribution network,” adding, “Based on our success in China, we plan to expand our business to North America, Japan, and other regions.”

Oh Rin-ah, an analyst at LS SECURITIES, commented, “K-Haircare is establishing itself as a new routine that treats the scalp and hair like skin, going beyond simply exporting shampoo,” and analyzed, “Haircare is a sector where the success formula of K-Beauty can be replicated.”