Korean haircare brands are riding the global K-beauty boom, posting record sales as demand for shampoos and treatments rises overseas. The Skin Factory’s shampoo and treatment brand Kundal reported an estimated 124.1 billion KRW in sales last year, up 6% year-on-year, with 52% (about 64.6 billion KRW) coming from exports. Kundal expanded into roughly 80 countries and boosted offline presence (e.g., E-mart, Traders, Daiso) and online gift channels like Kakao Gift, while its gift-focused line (Obje by Kundal) has doubled annually since 2022. Wyatt, owner of Dr. For Hair and hair treatment brand Annove, also exceeded 100 billion KRW in sales, driven by surging demand in the U.S. and Japan. Industry leaders say that previously small export volumes have grown rapidly as global interest in K-beauty extends to haircare products.
