"Beyond K-Beauty to K-Hair Care"... Mise-en-sc?ne Ranks No. 1 in Hair Styling Oil on Amazon

Ranked No. 1 at the 2025 Amazon Black Friday in the US
Proving the Popularity of K-Hair Care with Outstanding Product Quality

Amorepacific announced on December 9 that Mise-en-sc?ne's "Perfect Serum" ranked first in the hair styling oil category during the 2025 Amazon Black Friday event in the United States, which took place from November 20 to December 1.

Mise-en-sc?ne New York outdoor advertising image. Provided by Amorepacific.

Recently, as the popularity of K-pop idols' clear and radiant "glass skin" has expanded to the trend of sleek and glossy "glass hair," sales of K-hair products have surged. During the Black Friday event period, Mise-en-sc?ne's sales grew by 65% compared to the previous year. In particular, Perfect Serum was loved by global customers for its ability to instantly improve frizzy and damaged hair, as well as its outstanding product quality.

Last month, Mise-en-sc?ne also launched a challenge content campaign (#샤인유어신·#SHINEYOURSCENE) to enhance global brand awareness. Centered on the TikTok platform, the campaign promoted Perfect Serum by encouraging users to express shiny and smooth hair-the product's core benefit-through dance. By fully utilizing TikTok's major advertising features, the campaign generated over 10,000 hashtags and achieved a significant brand inflow rate, confirming the high interest of American TikTok users in hair care.

Coinciding with the Amazon Black Friday season, campaign videos were displayed on large digital signages in New York's Broadway and LA's Koreatown. Videos featuring Mise-en-sc?ne's model, members of aespa, showing off their glossy hair, attracted significant attention.

A Mise-en-sc?ne brand representative stated, "Through this Black Friday achievement, we have confirmed the high growth potential of K-hair care beyond K-beauty," adding, "We plan to accelerate growth not only domestically but also globally."

This content was produced with the assistance of AI translation services.