[E-Daily 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% by next year."

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 through July of this year coming from overseas, the company plans to grow hair care to 25% of total revenue next year by expanding its global operations, fostering its hair loss care brand Black Forest, and launching new businesses. Jeon Hyun-jeong, Head of the Hair Care Business Division at AEKYUNG INDUSTRIAL, announced this goal during a meeting with reporters on the 4th in Seongsu-dong, Seoul. The Hair Care Business Division is an organization newly established following TaekwangIndustrial’s acquisition of AEKYUNG INDUSTRIAL, and Jeon is its first division 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 revenue will grow in the future. Jeon said, “Since AEKYUNG INDUSTRIAL’s overall revenue will gradually increase, the 25% target embodies a significant transformation and mission,” adding, “Next year, we are preparing not only our current product lineup but also various new business ventures.”

Overseas markets are a key driver of this growth. Growth is particularly strong in Russia and the Commonwealth of Independent States (CIS), as well as in the Americas and Europe. Rather than simply exporting its flagship domestic products, the company is implementing strategies tailored to the characteristics of each country. In Russia and the CIS, it launched a separate “Namsung” line for men under the Kerasis brand—a line 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 approach toward “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, Black Forest is preparing to launch a line featuring enhanced specialized care—such as scalp antioxidants—and a scalp leave-in treatment next year. It is also pursuing a collaboration with DongsungPharmaceutical. The former division head stated, “Given DongsungPharmaceutical’s accumulated expertise in the hair loss care field, we plan to incorporate this know-how to develop Black Forest’s leave-in products.”

Blackfore is also accelerating its overseas expansion. According to the company, it has proposed carrying its products at Watson’s, a major H&B (Health & Beauty) chain in Taiwan and Hong Kong, and the proposal is currently under positive consideration. Building on the strong sales of its hair loss shampoos at Costco in South Korea, the company is also pursuing entry into U.S. Costco stores 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 as Black Forest’s global competitor, and Pantene as Kerasis’s,” adding, “Next year, not only Kerasis but also Black Forest 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 Blackfore 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” deal 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 launched 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.”