[Edaily Reporter KYUNG GYEYOUNG ] K-shampoo is emerging as a new growth engine for HANKOOKCOSMETICS exports. K-shampoo export revenue surpassed the total for the entire previous year in just nine months and is on the verge of setting a new all-time high. Export destinations are also diversifying, centered on North America and expanding to Europe and South America.

According to import-export trade statistics from the Korea Customs Service on the 1st, shampoo exports from January through September of this year totaled $179.57 million—a 39.0% increase compared to the same period last year—already surpassing last year’s total of $178.07 million. At the current rate of growth, it is highly likely that the figure will surpass the $202.91 million recorded in 2021, setting a new all-time high. The approaching year-end shopping season, including Black Friday and Boxing Day, is also a positive factor.

The top destination for shampoo exports has shifted from China to the U.S. While cumulative shampoo exports to the U.S. rose by $40.85 million (83.1%) through September of this year, exports to China increased by only 1.2% to $26.57 million.

AMOREPACIFIC CORPORATION(090430)This increase in K-shampoo exports is attributed to accelerated efforts to penetrate the North American market, led by LG H&H(051900). AMOREPACIFIC CORPORATION’s “Labo H” launched on Amazon U.S. in the first quarter, marking the full-scale launch of its North American business. LG H&H’s scalp care brand “Dr. Groot” completed its entry into Sephora, first through online stores in March and then through brick-and-mortar stores in August.

Poland emerged as the largest export destination in Europe, with cumulative shampoo exports totaling $6.16 million in September—a 431.4% increase compared to the same period last year. Poland is a market where exports are expanding, particularly through the entry of “ AEKYUNG INDUSTRIAL(018250)” into Rossmann, the country’s largest drugstore chain.

Furthermore, 10 of the top 20 export destinations—half of the total—surpassed last year’s export figures in just nine months, including: △Russia ($14.96 million), △Uzbekistan ($7.17 million), △Brazil ($4.20 million), △Canada ($3.34 million), and △India ($2.41 million).

The popularity of K-shampoos has been largely driven by the spread of K-Beauty. Combined with the trend of “skinification”—treating the scalp with the same care as facial skin—demand for K-shampoos is gaining even more momentum.

Some analysts suggest that the growth of K-shampoo is just beginning. Amazon Global Selling Korea recently announced plans to attract new sellers in the hair care sector at “Amazon Beauty in Seoul 2026,” noting that “K-Beauty’s penetration rate in the hair care market is still only 1%.”

Major K-hair brands are stepping up their global expansion efforts. AMOREPACIFIC CORPORATION has identified hair products as one of the key pillars of the group’s growth through 2035. The company aims to expand its business in the U.S., China, Japan, and Brazil, with the goal of increasing hair care product sales to over 600 billion won by 2030. LG H&H is exploring expansion beyond North America into Central and South American countries, as evidenced by its promotion of Dr. Groot at the “Mexico K-Expo” held in Mexico City last month. AEKYUNG INDUSTRIAL, which exported Kerasis to 39 countries in the first half of the year, is expanding its market reach by adding Central and South America, as well as the Middle East and North Africa (MENA), to its list of export destinations in the second half.

Independent brands are also gearing up for overseas expansion. Gravity, a faculty-founded startup from KAIST, became the first Korean shampoo brand to be stocked at France’s Printemps department store. Last March at Cosmoprof Bologna, it was the only Korean shampoo selected as a “next-generation smart shampoo.” Meanwhile, AROMATICA CO. began carrying its products at Target Beauty Studio in the U.S. last month, and “Dr. For Hair,” operated by Wyatt, is showcasing its products at Sephora in the U.S.

An industry insider noted, “Thanks to the K-Beauty craze, trust in K-shampoos and other hair care products has grown even among major North American retailers,” adding, “Considering factors such as export unit prices to the U.S., K-shampoos are currently in a phase of growth within the premium market.”