K-beauty's New Growth Driver: Hair Care Poised to Surpass USD 500 Million in Exports for the First Time

Exports up 30.6% from January to May
Expansion Beyond Shampoo to Scalp and Hair Loss Markets
Leveraging K-Beauty’s Ingredient Competitiveness

The hair care market is rapidly emerging as a new growth driver for K-beauty. This year, exports of Korean hair care products have increased by more than 30 percent, as domestic companies leverage their proven ingredient competitiveness and brand power—honed in the skincare market—to accelerate their expansion into the global functional hair care sector. Industry insiders predict that hair care exports will surpass USD 500 million for the first time ever this year.

According to export-import statistics from the Korea Customs Service on June 19, hair care product exports totaled USD 232.62 million from January to May this year, marking a 30.6 percent increase compared to the same period last year (USD 178.15 million). If this growth trend continues, the annual export value is expected to comfortably exceed USD 500 million.

Recently, the global hair care market has been rapidly shifting from a shampoo and conditioner market centered on cleansing to a high value-added sector focused on scalp health, hair loss prevention, and anti-aging functions. In particular, as the scalp care market becomes increasingly segmented, demand for functional products is surging.

During this process, K-beauty's research and development (R&D) capabilities, built up in the skincare market, are expanding into the hair care field. Recently launched hair and scalp care products actively utilize ingredients that have gained attention in the skincare market, such as PDRN (polydeoxyribonucleotide), exosomes, microbiome, and biotin.

The industry points to the “ingredient-centric” success formula of K-beauty as the primary factor behind the growth of K-hair care. As consumer interest, previously focused on improving the skin barrier and anti-aging, has now expanded to scalp health and hair loss management, the ingredient research expertise and brand credibility established in skincare are naturally carrying over into the hair care sector.

Korean cosmetics companies are also accelerating their drive into global markets. Amorepacific currently has a presence in 17 countries across Asia, the Americas, Europe, the Middle East, and Africa. The flagship hair care product of its Mise-en-scène brand, "Perfect Serum," recently ranked number one in the hair oil category during Amazon’s "Big Spring Sale," demonstrating its competitiveness in the global market.

Mise en scène 'Perfect Serum' provided by AmorePacific

LG Household & Health Care is expanding its presence in North America with its scalp care brand "Dr. Groot." Dr. Groot entered all 680 Costco stores in North America last year and has recently expanded its sales channels to major Sephora stores in the United States, increasing its touchpoints with local consumers. In March this year, Aekyung Industrial placed Kerasys in about 390 Walmart stores across the United States. The company is also expanding its overseas business by targeting the European market with its Chicarabo and Alpist brands.

Independent brands are also making notable strides. Polyphenol Factory’s hair care brand Gravity surpassed cumulative sales of 1.85 million bottles within just two years of its launch. It has achieved strong sales on Amazon in the United States and Rakuten in Japan, and recently became the first Korean shampoo brand to enter the French luxury department store Printemps. Aromatica is also strengthening its presence in the United States and Europe with its flagship product "Rosemary Root Enhancer." This product has consistently ranked among the top sellers in the scalp treatment category on Amazon in both the United States and Europe.

The industry believes that hair care is highly likely to become the next growth pillar for K-beauty. Not only can companies leverage the global distribution networks and consumer awareness cultivated through skincare, but steadily increasing demand for hair loss and scalp care also provides ample growth potential.

Market forecasts are also optimistic. According to global market research firm Fortune Business Insights, the global hair care market is expected to grow from USD 113.9 billion last year to USD 213.5 billion by 2032. In particular, the functional market focused on hair loss and scalp care is expanding rapidly. Market research firm Mordor Intelligence projects that the global functional hair loss care market will grow from USD 2.9 billion this year to USD 4.3 billion by 2030.

An industry official said, “While skincare once drove the overseas growth of K-beauty, hair care is now poised to take the baton. As the export structure for cosmetics diversifies beyond China to the United States, Europe, and Japan, functional hair care is set to establish itself as a new export powerhouse.”

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