Hair Care in South Korea

2020 IMPACT

COVID-19 spurs increase in demand for hair care as consumers avoid salons

Following the outbreak of COVID-19 in South Korea, consumers were reluctant to visit hair salons due to the risk of COVID-19 infection in enclosed spaces. As consumers spent more time at home in 2020, due to social distancing measures and the fear of contracting the COVID-19 virus, sales of at-home self-care products such as solon-grade professional hair care products, colourants, and perms and relaxants, were boosted.

COVID-19 drives distribution shift as e-commerce sales boom

The COVID-19 pandemic also drove a boom in sales through e-commerce channels in 2020 as sales through physical retail outlets were limited during the health crisis, and domestic players began to reinforce e-commerce sales through added promotions. As e-commerce gained value share, however, some store-based retailing channels lost share in 2020 due to the impact of COVID-19 on consumer decision making when it came to distribution.

Hair loss is key concern for South Korean consumers as anti-hair loss shampoos gain traction

In 2020, the anti-hair loss trend continued to gain good ground in South Korea, with both male and female consumers seeking products to prevent or slow hair loss. This not only benefited hair loss treatments, however, but also supported growth in standard shampoos in 2020, with online sales of hair loss treatments and hair loss shampoo emerging as a key area of growth in hair care.

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