Editor’s Note
**Editor’s Note:** Dr.FORHAIR is strengthening its global footprint by expanding into North America, with a strategic entry into Sephora’s U.S. online and offline channels. Backed by a decade of consumer accolades in Korea, the brand is poised for significant growth in the competitive scalp care market.
Global scalp care brand Dr.FORHAIR (Wyatt Co., Ltd.) is accelerating its global business by expanding distribution channels in the North American market.
Dr.FORHAIR is accelerating its North American market攻势 by starting with an official entry into Sephora’s U.S. online mall, followed by expansion into offline stores. Having proven its expertise through 13 consecutive years as No.1 in the Korean Consumer Satisfaction Index and seven consecutive Olive Young Awards, Dr.FORHAIR will showcase professional scalp care solutions to global consumers through Sephora, a leading premium beauty retailer in the U.S. Starting with the official online mall entry on the 28th, it will enter 85 Sephora stores operating ‘K-Hair Towers’ by the end of this month, and plans to expand its distribution network to 205 offline stores across the U.S. by mid-August, broadening consumer touchpoints in the North American market.
Starting with this Sephora entry, the brand plans to introduce its differentiated customer experience program, ‘Mobile Scalp Diagnosis,’ to the U.S. market. Based on its know-how from operating free scalp diagnoses for general consumers—a first among hair care brands—it will provide professional scalp analysis and customized management solutions to local consumers. It also plans to conduct various local marketing activities, including influencer campaigns and scalp care education.
At Sephora U.S., Dr.FORHAIR will offer a total of 18 products, including its bestsellers ‘Folligen Thickening Shampoo’ and ‘Folligen Thickening Scalp Serum,’ which embody the brand’s unique technology. Notably, ‘Folligen Thickening Shampoo’ is a functional shampoo for alleviating hair loss symptoms, with cumulative domestic sales exceeding 30 million units. It has been verified to reduce hair loss in just two weeks, making it a key product driving Dr.FORHAIR’s growth. This entry is significant as Sephora selected Dr.FORHAIR as a representative brand in its strategic development of the ‘K-Hair’ category. Dr.FORHAIR first entered Costco U.S. in 2021, gaining strong responses from American consumers through Costco and Amazon, and recently expanded to TikTok Shop, broadening consumer touchpoints across online and offline channels in North America.
Meanwhile, Dr.FORHAIR has been operating its own scalp care center for 14 years—the first and only in the domestic industry—accumulating over 360,000 clinical scalp diagnosis data points. Based on this expertise and data, the brand plans to continue expanding its competitiveness by providing scientific and systematic scalp care solutions in the global market beyond Korea.
Reporter: Ko Hee-soo
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