K-Beauty Turns to Hair and Scalp: 'Skinnification' Hits 2026
Creatrip Team
2 months ago
Korean beauty brands are applying skincare ingredients and approaches to hair and scalp care in a trend called “skinnification.” Retailer CJ Olive Young reported scalp serums and ampoules grew 52% year-on-year, outpacing regular shampoo. High-function scalp serums with hyaluronic acid and ceramides rose 58%. Major companies (Amorepacific, LG Household & Health Care) launched scalp serums with hyaluronic acid, retinol, and peptides; portfolios now include essences, boosters, and ampoules focusing on hydration, elasticity, and barrier support rather than only hair loss. Pharma and bio firms have also entered with concentrated serums and packs. K-scalp brands are gaining global attention: LG’s Dr. Groot saw 30 million social media exposures from a New York popup and big North American sales growth; Amorepacific’s Ryo (려) expanded in Taiwan; Aromatica entered UAE; several brands ran successful popups in Tokyo and New York. Devices and tourism benefit too: a scalp device “HyperShot” topped Olive Young rankings and sells out on home shopping channels. Foreign visitors seeking K-scalp treatments rose sharply, with transaction value up 219%; 75% of customers were in their 20s–30s. The global hair and scalp market is forecast to grow at about 6–7% annually through 2034. (skinnification: applying skincare ingredients and routines to scalp and hair).
