Hair Care in South Korea

PROSPECTS

2-in-1 products show strong fluctuation

2-in-1 products is not a significant hair care subcategory in South Korea in terms of product diversity and size. There are only a limited number of brands available.

Salon professional hair care transforms to become daily feature

Salon professional hair care is becoming more consumer-friendly, by expanding retail coverage and frequently introducing new products. Consumers believe salon professional hair care can satisfy more detailed concerns regarding the condition of their hair.

Specified demands in terms of features and ingredients grow

Consumer desire to maintain healthy and smooth hair is leading conditioners and treatments to see positive growth. Fluctuation in 2-in-1 products was due to many reasons, but one of them was that products were not effective enough, and consumers returned to using separate shampoos and conditioners.

COMPETITIVE LANDSCAPE

AmorePacific leads hair care with power brands while indie brands become mainstream

AmorePacific owns powerful hair care brands such as Mise-en-scene and Ryo. Personal care giants still dominate hair care, but indie hair care brands are starting to stand out as consumers’ needs are becoming more specific and diverse.

Private label shows limited presence in hair care

Private label products are less evident in South Korea’s personal care market. Bath and shower is starting to show some activity, but in hair care private label is not preferred by consumers.

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