Editor’s Note
Dr.ForHair expands its North American footprint by entering Sephora’s online and offline channels, reflecting the broader trend of hair care brands diversifying distribution to reach more consumers.
Hair care brands are successively entering major domestic and international distribution channels, expanding consumer touchpoints.
Global scalp care brand Dr.ForHair has begun sales on the official US Sephora online mall on the 28th. By the end of this month, it will enter 85 Sephora stores operating ‘K-Hair Towers’, and plans to expand its distribution network to 205 offline stores across the US by mid-August.
In US Sephora, Dr.ForHair will launch a total of 18 products, including bestsellers ‘Polygen Thickening Shampoo’ and ‘Polygen Thickening Scalp Serum’. The Polygen Thickening Shampoo, a functional product for alleviating hair loss symptoms that has surpassed 30 million units in cumulative domestic sales, is a flagship product driving Dr.ForHair’s growth.
With the Sephora entry, Dr.ForHair plans to operate its brand customer experience program ‘Mobile Scalp Diagnosis’ in the US as well. It will provide professional scalp analysis and customized management solutions, and conduct local marketing activities including influencer campaigns and scalp care education.
This entry was made possible as Sephora selected Dr.ForHair as a representative brand while fostering ‘K-Hair’ as a strategic category. Dr.ForHair has been expanding its North American online and offline consumer touchpoints since entering US Costco in 2021, followed by Amazon and TikTok Shop.
Premium hair care brand Sinoru has launched exclusively on Musinsa, marking its full-fledged online sales.
Sinoru is a brand co-developed with Japan’s FITS based on the expertise of Baek Heung-kwon, CEO of the premium Cheongdam-dong hair salon ‘Salon Hearts’. Inspired by the ‘new moon’ symbolizing new beginnings, the brand embodies the philosophy of bringing healthy change and new beauty to damaged hair.
The product line consists of a ‘4-STEP hair routine’ comprising shampoo, treatment, serum, and oil. Each step applies essential hair care ingredients such as protein, hematin, and ceramide to nourish damaged hair, resulting in soft and shiny hair.
After approximately nine months of testing and validation, Sinoru was first introduced at Salon Hearts and now expands its online consumer touchpoints through this exclusive Musinsa launch. It features the convenience of experiencing professional hair salon clinic know-how in daily life.
To celebrate the launch, Sinoru will hold a brand promotion from July 27 to August 5. During the event, all products will be offered at a 15% discount, and customers purchasing over 80,000 KRW will receive a ‘Sinoru Silky Veil Oil’ as a gift.
