[Edaily Reporter KYUNG GYEYOUNG ] LG H&H(051900)announced on the 19th that Dr. Groot, the premium scalp care brand it operates, has officially launched in Sephora’s brick-and-mortar stores across the U.S.

Starting on the 15th (local time), Dr. Groot began offering 14 products at 424 Sephora stores across the United States. Following its launch on Sephora’s online store in March and in approximately 90 key Sephora locations in May, the brand has now officially expanded its offline presence as a K-haircare brand by bringing its products to stores nationwide. Currently, Dr. Groot is also available on Amazon, North America’s largest e-commerce platform, and at Costco stores across North America.

Dr. Groot products have secured prime display spots such as end-caps—where customers’ eyes naturally linger—and the “Next Big Thing” (NBT) section. In particular, driven by growing interest in K-Beauty, the products are also being displayed on dedicated K-hair care shelves. LG H&H explained that this achievement was made possible by sales data accumulated during the initial launch period and strong customer response.

Dr. Groot has also launched products from its “Scalp Revitalizing Solution” line, as well as a “Holiday Gift Set” designed exclusively for Sephora. The “Roll-On Serum,” which allows users to apply the scalp serum to the scalp using a round massage ball, has been well-received, ranking among the top sellers in Sephora’s scalp treatment category.

To celebrate its entry into Sephora stores, Dr. Groot is running promotions such as offering free gifts to customers who spend a certain amount or more, online and offline sampling, and content featuring mega beauty influencer Brettman Rock. Next month, the brand also plans to hold pop-up events in major U.S. cities, including New York and Los Angeles.

An LG H&H official stated, “Our entry into Sephora stores demonstrates that Dr. Groot’s premium brand value has successfully taken root in the North American market,” adding, “We will steadily strengthen our presence within Sephora while continuing to introduce premium solutions tailored to the hair and scalp concerns of U.S. consumers, thereby establishing ourselves as the ‘No. 1 premium scalp and hair care brand’ leading the North American market.”

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