Korean haircare products, including shampoos and treatments, are rapidly expanding their global footprint, emerging as the next major growth driver for K-beauty. Industry observers expect annual exports to surpass $600 million for the first time this year, after setting new records every year since the COVID-19 pandemic. This signals a significant opportunity for overseas importers and distributors to tap into a high-growth category with strong consumer trust and diverse functional offerings.
Export growth and market diversification
According to Korea Customs Service trade data released Sunday, cumulative exports of haircare products totaled $190.13 million during the January-April period, up 33% from a year earlier. The United States accounted for 26% of exports, followed by China at 13%, Russia at 7%, and Taiwan at 6%. Korean haircare exports reached $478 million last year, and industry officials expect the figure to exceed $600 million this year.
Key players and expansion strategies
Aekyung Industrial, owner of damaged-hair care brand Kerasys and hair-loss care brand Black Foret, expanded its export destinations from 18 countries in 2023 to 26 last year, while export sales jumped 46% from 36.1 billion won ($23.3 million) to 52.8 billion won. Amorepacific operates in 17 countries across Asia, the Americas, Europe, the Middle East, and Africa through brands such as Mise-en-Scène and RYO, reporting double-digit growth in its haircare business last year driven by strong overseas performance.
Market drivers and consumer trends
Industry experts attribute the growing popularity of Korean haircare products to the global success of K-beauty, which has strengthened consumer trust in Korean brands and encouraged purchases across adjacent beauty categories. Interest has also been fueled by the "K-glass hair" trend, which gained traction on social media platforms such as TikTok last year. Korean brands have further benefited from a diverse portfolio of functional products targeting hair loss, damaged hair, and scalp care.
Distribution channel expansion
Aekyung Industrial's products are currently sold through major retail channels including Walmart, TJ Maxx, and Marshalls in the United States; Tops in Thailand; Pangdonglai in China; and Drogasil and RD Saúde in Brazil. The company is also seeking entry into Costco in the United States, Boots in the United Kingdom, and Shoppers Drug Mart in Canada. An Aekyung Industrial official said the company is also reviewing expansion into new markets including six Middle Eastern countries, Venezuela, Peru, and Romania.
Amorepacific's haircare products are sold primarily through online channels such as Amazon and TikTok Shop in the United States. In India, they are available on beauty platform Nykaa, while in Brazil they are distributed through Drogasil. Last month, the company completed its rollout to all Sephora stores in Brazil. The company plans to launch its LABO-H brand on TikTok Shop in the United States this month and introduce Mise-en-Scène products on Amazon Europe in October. Next year, it aims to enter major offline channels including Ulta Beauty and Sephora in the United States.
LG Household & Health Care is also intensifying its efforts in North America. The company operates in the United States, Canada, Mexico, and China, and reported a 35% increase in North American sales in the first quarter from a year earlier. Its flagship haircare brand Dr.Groot recently installed dedicated "Hair Tower" display areas in about 90 Sephora stores across North America to boost brand awareness. The company plans to expand into more than 400 Sephora stores in the United States this August and has already strengthened its local distribution network through placement in approximately 600 Costco locations last year.
What buyers should watch
For overseas importers and distributors, the rapid growth of Korean haircare exports presents a clear opportunity to diversify product lines with functional, trend-driven offerings. Key brands like Kerasys, Black Foret, Mise-en-Scène, RYO, and Dr.Groot are actively expanding into new markets and retail channels, including major US chains like Costco, Sephora, and Ulta Beauty. Buyers should monitor entry into emerging markets such as the Middle East, Latin America, and Europe, as well as the increasing presence on e-commerce platforms like Amazon and TikTok Shop.
Source: Read the original report | Published: June 08, 2026