Dr. Groot Leads the K-Haircare Trend
[2026 Asia Consumer Awards]
Minister of Health and Welfare Award: LG Household & Health Care
Dr. Groot, the derma scalp care brand from LG Household & Health Care, is leading the K-haircare trend.
Since October of last year, LG Household & Health Care has been selling Dr. Groot at 682 Costco offline stores across North America, including all Costcos in the United States, as well as in Canada and Mexico. This achievement comes about two years after the brand first entered the North American online market in November 2023.
The product available at North American Costco offline stores is the "Hair Thickening Shampoo" from the "Scalp Revitalizing Solution" line, which is Dr. Groot's main product line for the region. This product began selling on the U.S. Costco online mall in March of last year and, together with the "Miracle in Shower Treatment" from the same line, has gained attention as one of the most popular new products ever launched on the Costco online mall.
In particular, the product quality of Dr. Groot, along with various marketing activities such as beauty influencer review videos and TikTok hashtag challenges, has led to widespread word-of-mouth, naturally expanding consumer purchases.
Dr. Groot has also gained significant popularity on Amazon, the largest online shopping mall in North America, and on social media platform TikTok, achieving approximately 800% sales growth in the first half of last year compared to the previous year in the North American market.
A recently held "pop-up truck" event in New York City also proved to be popular. By hosting a pop-up truck event that combined K-beauty and K-food truck concepts and offering experiences such as a "scalp diagnosis service," the brand surpassed 30 million content exposures as of December 30, 2025. This is seen as evidence that Dr. Groot's differentiated haircare technology and trendy events are steadily expanding the brand's presence.
At this pop-up truck event, teaser content released in advance on social media and Dr. Groot's signature bold purple truck attracted a total of 1,679 visitors over two days. On the second day of the event, despite subzero temperatures, the number of visitors more than doubled compared to the first day, resulting in wait times of up to two hours.
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An LG Household & Health Care representative stated, "Dr. Groot will continue to build trust with North American consumers through outstanding quality and authentic marketing," adding, "Going forward, we will promote the innovation of scalp care technology and K-beauty, pursuing sustainable growth in both domestic and international markets."
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