After Skin Care, Scalp Care: Why Haircare Has Become a Retail Battleground
Creatrip Team
4 months ago
Korean retailers are ramping up competition in the growing haircare market as the ‘scalp skinification’ trend (treating the scalp like facial skin) drives demand for functional scalp and hair products. Sales of scalp tonics and ampoules at CJ Olive Young rose 135% year-on-year (Jan–Sep), while rinse (conditioner) sales jumped 96% in early November amid dry winter weather. Online fashion platforms report surging demand for anti-hair-loss and cooling shampoos, and home-use scalp treatments—such as gua sha (괄사), scalp massagers, and brushes—have seen multi-fold increases. Brands are diversifying lines with dermatologist-derived formulas addressing sensitive scalps, root strengthening, and repair; marketing mixes include pop-up stores, influencer collaborations, and global retail partnerships to expand K-haircare overseas. Market research forecasts global haircare growth from about $106.9 billion last year to $213.4 billion by 2032, and Korean retailers expect demand to keep rising as consumers choose tailored functional products.
