K-Hair is Also Soaring amid the Global K-Beauty Sensation

As basic cosmetics including Korean toners, lotions and serums gain popularity overseas, hair products like shampoos and treatments are also selling like mad. It is the so-called ‘golden age of K-hair.’ While exports of Korean hair products have been insignificant so far in the overseas cosmetics market, companies that have recorded the largest management performance since their foundation are also appearing one after another, thanks to the K-beauty boom.

According to the cosmetics industry, The Skin Factory, which owns the hair treatment shampoo brand ‘Kundal,’ reported sales of KRW 124.1 (estimated) last year, a 6% increase year on year, which is its highest sales figure since its founding in 2016. With overseas sales accounting for 52% (KRW 64.6 billion) of total sales, it exceeded domestic sales for the first time. This is the result of entering export markets of 80 countries, expanding sales on large offline stores (E-mart, Traders, Daiso, etc.), and increased sales of online gift-only brands (Objet By Kundal) such as ‘KakaoTalk Gift.’ Since its launch in 2022, Objet by Kundal has more than doubled in sales each year, reaching approximately KRW 7 billion last year, and is expected to achieve more than KRW 10 billion this year.
Wyatt, which owns the shampoo brand ‘Doctor for Hair’ and the hair treatment brand ‘Unove,’ also recorded its highest-ever sales of over KRW 100 billion, last year.

Wyatt’s CEO Kwon Kyu-seok remarked, “As K-beauty is gaining huge popularity in the U.S. and Japan, hair products are also attracting attention, and sales of ‘Unove’ soared there, exceeding KRW 100 billion last year for the first time since the company was founded.”

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