[Edaily Reporter Han Jeon-jin ] “Currently, the hair care business accounts for about 20% of AEKYUNG INDUSTRIAL(018250) ’s total sales. Our goal is to increase this to at least 25% within three years.”

AEKYUNG INDUSTRIAL, which was acquired by T. K. CORPORATION, is set to expand its hair care business. With more than half of its hair care revenue from January to July of this year coming from overseas, the company plans to grow the hair care segment to 25% of total revenue within three years by expanding its global operations, fostering its hair loss care brand Black Forest, and launching new business ventures. Jeon Hyun-jung, Head of the Hair Care Business Division at AEKYUNG INDUSTRIAL, announced these goals during a meeting with reporters on the 4th in Seongsu-dong, Seoul. The Hair Care Business Division is a newly established organization following TaekwangIndustrial’s acquisition of AEKYUNG INDUSTRIAL, and Jeon is its first head.

The 25% target represents more than simply raising the current sales share by 5 percentage points. This is because the company anticipates that AEKYUNG INDUSTRIAL’s overall business scale will expand in the future. Jeon stated, “Since AEKYUNG INDUSTRIAL’s overall business volume itself will grow in two to three years, the 25% target embodies a significant transformation and mission,” adding, “Next year, we are preparing not only our current product lines but also various new business ventures.”

Overseas markets are a key driver of growth. Growth is particularly notable in Russia and the Commonwealth of Independent States (CIS), as well as in the Americas and Europe. Rather than simply exporting domestic flagship products, the company is implementing strategies tailored to the characteristics of each country. In Russia and the CIS, it has launched a separate “Namsung” line by Kerasis—exclusively for men—which is not available in Korea, while in Europe, it is selling products with a distinct Korean identity through local drugstore channels. In the U.S., the company has secured a presence at Walmart, while in Brazil and other markets, high-end hair bonding products designed with specific hair textures in mind are receiving a positive response. The former division head explained, “We are developing products optimized for each region after fully understanding the needs and cultures of consumers in those countries.”

In particular, the company is actively expanding Blackfore, a brand specializing in hair loss care. The former division head noted that the hair loss care market is shifting from a shampoo-centric focus to “leave-in” products—such as scalp tonics—and specialized treatments. The consumer base is also broadening from its previous focus on men in their 30s to 50s to include women and people in their 20s. He said, “Compared to the past, consumer needs are diversifying, and interest in specialized care is growing,” adding, “A trend is emerging where people are seeking to manage hair loss and scalp health from a young age.”

Accordingly, Blackfore is preparing to launch a line featuring enhanced specialized care, such as scalp antioxidants, along with a scalp leave-in treatment next year. The company is also pursuing a collaboration with DongsungPharmaceutical. The former division head stated, “Given DongsungPharmaceutical’s accumulated expertise in the hair loss care sector, we plan to incorporate that know-how to develop Blackfore’s leave-in products.”

Blackfore is also accelerating its overseas expansion. According to the company, it has proposed entering Watson’s, a major H&B (Health & Beauty) chain in Taiwan and Hong Kong, and the proposal is currently under positive review. Building on the strong sales of its hair loss shampoos at Costco in South Korea, the company is also pursuing entry into Costco stores in the U.S. next year. In the U.S. online market, it is strengthening its workforce and expertise to enhance competitiveness on Amazon. A former division head stated, “We view Head & Shoulders and Pantene as Blackfore’s global competitors,” adding, “Next year, not only Kerasis but also Blackfore will establish itself as a global brand.”

The company is also expanding its consumer touchpoints. From the 1st to the 14th, AEKYUNG INDUSTRIAL is operating a Blackforet experiential brand booth at the Musinsa Mega Store in Seongsu. On this day, comedian Kim Won-hoon, who was selected as the brand’s model last July, visited the venue in person to meet with consumers. Visitor traffic remained steady, with the limited-time “buy one, get one free” offer for the flagship product, “Root Power Scalp Cool & Deep Clean Shampoo for Alopecia Relief,” selling out early.

Featuring Kim Won-hoon is also part of Black Forest’s strategy to broaden its consumer base. This marks the first time Black Forest, which launched in January 2023, has embarked on a marketing campaign using a celebrity to boost brand awareness. A former division head stated, “We believed that consumers would easily relate to the image of a typical office worker that Kim Won-hoon embodies,” adding, “Since he has actual experience with hair transplants and is very dedicated to post-operative care, we felt that the authenticity he conveys while using the product would resonate more deeply with consumers.”