"Fill a Brush with Essence and Brush It Through"... Gen Z Follows Jang Wonyoung's Hour-Long Shower Routine

The "Everything Shower" Routine for Head-to-Toe Care
K-Scalp Care Also Draws Foreign Tourists in Droves

A woman fills a clear hairbrush with hair essence, then presses it firmly against her scalp as she brushes, allowing the rollers at the ends of the bristles to touch her scalp. She then goes through several steps, including cleansing oil, cleansing foam, exfoliation and a face mask, before finally starting her shower in earnest. In a video titled "Jang Wonyoung's Shower Method," she uses as many as 27 "bath products" over just over an hour.

The “Jang Wonyoung shower routine,” which involves showering for an hour, is spreading on social media. Screenshot from Instagram.

Recently, an elaborate routine for caring for oneself from head to toe, known as a "shower routine," has taken hold as a form of self-care culture, particularly among Gen Z. In an official YouTube video released last August, IVE's Jang Wonyoung said that after a performance, she spends about an hour showering when she returns to her hotel. She explained that her routine involves multiple steps, including thorough cleansing and exfoliation.

This extended shower routine, which involves using hair masks, body scrubs, serums and moisturizers in succession, is called an "Everything Shower." On social media platforms such as YouTube and TikTok, videos showing the entire process, from getting ready before a shower to washing and moisturizing afterward, are being consumed as a form of content.

The Shower Isn't the End... Next Comes "Scalp Care"

One especially notable part of these lengthier shower routines comes after washing. In the past, hair care was considered complete after shampooing and conditioning. Now, people are adding steps such as parting their hair after washing, applying serum or tonic to the scalp and massaging it. Some also exfoliate their scalps before shampooing and use sunscreen on their crowns and part lines before going out.

Known as "skinification," this approach applies skincare methods and ingredients to the scalp and hair, much like applying toner, essence and cream to the face in successive steps. Related consumer spending is also rising rapidly. According to CJ Olive Young, sales of scalp ampoules and serums rose 52% last year from the previous year. That was more than four times the 12% increase in sales of regular shampoo over the same period. Sales of high-performance scalp serums containing skincare ingredients such as hyaluronic acid and ceramides also rose 58%.

Foreign visitors test cleansing products at Olive Young's first U.S. brick-and-mortar store in Pasadena. Yonhap News Agency

Sales of scalp supplements and ampoules also increased 42% year over year from January to August this year. Whereas scalp care once focused on issues such as hair loss and dandruff, its goals have recently diversified to include moisturizing, soothing, exfoliation and sebum control, and sun protection. Cosmetics companies are also launching products that break down the time spent on care before and after shampooing, targeting consumers with increasingly elaborate routines.

For example, product ranges now include scalp scrubs used before shampooing, serums and tonics applied after washing, and overnight serums used before bed. Ingredients familiar from facial skincare, including hyaluronic acid, peptides, madecassoside and PDRN, are also expanding into scalp products.

"When You Come to Korea, You Have to Get a Head Spa"...Scalp-Care Tourism Grows

Spending by foreign visitors is also notable. Of the customers who made purchases at Aromatica's Bukchon store in Seoul last August, 91% were foreign visitors, and seven of the top 10 products by sales were scalp and hair products. As international interest in K-scalp care grows, more foreign tourists are visiting Korea to experience scalp treatments in person.

According to Creatrip, a travel platform for foreign visitors, the transaction value of "K-scalp care" services booked by foreign visitors rose 219% from January to November last year compared with the same period a year earlier. About 58% of all bookings were made by tourists from English-speaking countries, including the United States, Canada, Australia and the United Kingdom, while tourists from Europe accounted for 19%. People in their 20s and 30s made up 75% of customers.

Recent videos found by searching "Korean Head Spa." They recommend head spa treatments based on scalp concerns. Screenshot from TikTok.

At Juno Seoul, the Juno Hair flagship store in Hannam-dong, Yongsan-gu, Seoul, foreign customers account for more than half of its clientele. The store offers head spa programs that begin with a scalp assessment and proceed through stages such as steam treatment, exfoliation, massage and nutrient application. Some programs last 60 minutes and involve 15 steps, including "waterfall therapy," in which warm water flows over the head.

Juno Seoul said that more foreign tourists visiting Korea are choosing head spas as part of their K-beauty experience. From January to September this year, Juno Hair's head spa sales and the share of foreign customers each increased by 29% and 30%, respectively.

"Excessively Frequent Washing Can Actually Harm the Skin"

However, having many steps in a routine and spending a long time showering do not necessarily benefit skin and scalp health. Experts warned that "excessively frequent washing or vigorous friction can damage the skin's protective barrier and, in turn, cause dryness or irritation." Particular care is needed when using a body scrub every day or scrubbing too hard, as this can excessively remove the outer layer of dead skin cells.

When using a scrub, it is best to soak the skin thoroughly with warm water and massage gently without applying too much pressure. Moisturizer should be applied afterward to replenish moisture. Scrubs and serums are not necessary for everyone's scalp, either. Experts advise that people with severe scalp problems or concerns about hair loss should first assess their scalp condition rather than indiscriminately adding more care products, and seek a professional assessment if needed.

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