South Korea’s hair care brands are experiencing rapid growth in international markets, riding the wave of K-beauty popularity. Notably, shampoo exports to the United States have nearly doubled, surpassing China to claim the top spot for the first time.
K-Shampoo Exports Soar By 39%… Booming in American and European Markets
According to recent trade statistics from the Korea Customs Service, domestic shampoo exports from January to July this year hit 133.92 million USD, a whopping 38.9% increase compared to the same period last year.
The U.S. emerged as the top export destination this year, clinching the number one spot for the first time. Exports to the U.S. skyrocketed to 30.76 million USD, nearly doubling with a 97.1% increase from the previous year. China, previously the top market, slipped to second place with exports of 20.27 million USD.
The U.S. share of total shampoo exports grew from 16.2% last year to an impressive 23%, while China’s slice of the pie shrank from 20.9% to 15.1%.
Following the U.S., Russia raked in 12.42 million USD (up 70.7% year-on-year), Taiwan reached 9.74 million USD (up 23.5%), and Uzbekistan reported 5.67 million USD (up 83.8%) in shampoo exports. Taiwan, previously holding the third spot, was nudged to fourth place due to Russia’s export surge.
Poland stole the show with the highest growth rate, as shampoo exports soared by a staggering 412% to 4.37 million USD compared to the same period last year. During this time, exports to Paraguay, Brazil, and Canada also saw impressive jumps of 258%, 138%, and 135% respectively, cementing K-shampoo’s rising star status in the Americas.
Dr. Groot and LABO-H Win Hearts in U.S., While Aekyung Industrial Sets Sights on Russia and Eastern Europe
This success story can be attributed to K-hair care brands following in K-beauty’s footsteps, aggressively expanding their distribution networks overseas. Industry experts suggest that the positive buzz around K-beauty in local markets is spilling over into K-hair care products.
The beauty trend term K-Glass, which once referred to the enviably clear, radiant skin of Koreans, has now expanded its meaning among American consumers to include soft, silky-smooth hair.
LG Household & Health Care is making waves in the North American premium hair market with its star product, Dr. Groot. The brand saw a jaw-dropping 153% growth in overall Amazon sales during the first half of this year and recently made its grand debut in over 400 Sephora stores across the U.S.
Amorepacific, which has been steadily building its reputation in the U.S. hair care market with its Mise en Scène Perfect Serum, is now turning heads with its scalp care brand LABO-H. During June’s Amazon Prime Day, Labohc achieved a mind-blowing 8,149% growth rate, while its hair fragrance Longtake and Mise en Scène also impressed with 347% and 237% growth, respectively.
In Europe, Aekyung Industrial is making its mark. In the first quarter of this year, sales of its Kerasis brand in Eastern European countries like Russia, Ukraine, Poland, Belarus, Moldova, and Germany surged by 125.2% compared to the same period last year. The brand is also gaining traction in the Commonwealth of Independent States (CIS) region, with sales climbing 37% from January to May.
Gravity, a cutting-edge hair loss care shampoo brand from the Korea Advanced Institute of Science & Technology (KAIST) based Polyphenol Factory, made its U.S. debut on Amazon last October. Now, it’s setting its sights on European and Indonesian markets through an export deal with Silicon2. In a groundbreaking move, Gravity became the first K-shampoo brand to grace the shelves of Printemps, one of France’s most prestigious department stores, in April.
An industry insider dished that they’re seeing K-hair care really take off in North America, Europe, and Latin America, even more so than in Asia. As the skinification trend – treating your scalp like your face – gains momentum, K-beauty is evolving from its skincare roots to make a splash in hair care too.
