K-haircare, the next growth driver for K-beauty, is rapidly expanding its export markets and distribution networks, with industry forecasts predicting exports will surpass USD 600 million for the first time in 2026. For overseas buyers and distributors, this signals growing opportunities to source Korean haircare products through established and emerging retail channels.
Export momentum and market breakdown
According to Korea Customs Service trade statistics, cumulative exports of hair products for January–April 2026 reached USD 190.13 million, a 33% increase year-on-year. The top export destinations by share were the United States (26%), China (13%), Russia (7%), and Taiwan (6%). Full-year exports in 2025 totaled USD 478 million, and the industry expects 2026 exports to exceed USD 600 million.
Drivers of global demand
The popularity of K-haircare is largely attributed to the halo effect of K-beauty, which has built trust in Korean brands that now extends to haircare purchases. The "K-glass hair" trend—glossy, healthy-looking hair—has spread on social media platforms like TikTok since 2025, boosting global consumer interest. Additionally, Korean products offer a diverse range of functional formulations, including anti-hair loss and damaged-hair repair, giving them a competitive edge.
Key players and channel expansion
Aekyung Industrial, owner of damaged-hair brand Kerasis and anti-hair loss brand Blackfore, expanded its export destinations from 18 countries in 2023 to 26 in 2025, with export revenue rising 46% to KRW 52.8 billion. Its products are now stocked at Walmart, TJ Maxx, and Marshalls in the U.S.; Tops in Thailand; Fangdonglai in China; and RD Saude and Droga Raia in Brazil. New channel entries include U.S. Costco, UK Boots, and Canada Shoppers Drug Mart. Aekyung is also exploring entry into six Middle Eastern countries, Venezuela, Peru, and Romania. Amorepacific, with brands Mise-en-Scène and Ryo, operates in 17 countries across Asia, the Americas, Europe, the Middle East, and Africa. Its haircare business posted double-digit sales growth in 2025, driven by global performance. In the U.S., products sell through Amazon and TikTok Shop; in India, via beauty platform Nykaa; and in Brazil, through Droga Raia. In May 2026, Amorepacific completed full-store entry at Sephora Brazil. It plans to launch Labo-H on U.S. TikTok Shop this month and Mise-en-Scène on Amazon Europe in October 2026, with offline entry into Ulta Beauty and Sephora U.S. targeted for 2027. LG Household & Health Care is focusing on North America, where Q1 2026 sales rose 35% year-on-year. Its Dr. Groot brand recently installed dedicated "Hair Tower" displays in about 90 Sephora stores in North America, with full entry into over 400 Sephora U.S. stores scheduled for August 2026. The brand also entered approximately 600 Costco locations in 2025.
What buyers should watch
For importers and distributors, the rapid channel diversification of K-haircare—from TikTok Shop and Amazon to Sephora, Costco, and regional drugstore chains—offers multiple entry points. The functional product range (anti-hair loss, damage repair) and the K-glass hair trend provide strong consumer pull. Buyers should monitor new market entries in the Middle East, Latin America, and Europe, as Korean brands actively seek local partners to expand their footprint.
Source: Read the original report | Published: June 07, 2026