10 Korean Haircare Brands | The Next Wave of K-Beauty Is Haircare
The Next Wave of K-beauty Is Hair
💇 Have you noticed what's coming after skincare?
🎯 Hair Care Is K-beauty's “Next Big Thing”
When you think of Korean beauty products, skincare and makeup may be what come to mind first.
But in 2026, experts are unanimously pointing to one fact: “Hair care is the next growth category.”
The hair care category is rapidly expanding at Olive Young (Korea's largest beauty retailer), while more and more brands are entering major U.S. retailers such as Sephora and Ulta Beauty.
A healthy foundation creates healthy hair.
Liah Yoo, founder of KraveBeauty, puts it this way: “In Korea, the scalp is treated just like facial skin. If the soil isn't healthy, crops can't grow either.”
This shift in perspective is what sets Korean hair care apart from brands in other countries.
💡 10 Korean Hair Care Brands Recommended by Experts
We'll highlight the key points from a list of brands compiled by beauty media outlet Byrdie (published in March 2026) based on interviews with K-beauty experts.
rel="noopener noreferrer">✅ 1. Unove (ウノヴェ)
Ranked No. 1 at Olive Young for four consecutive years. In 2026, it launched at Sephora. Its core lineup includes a gel mask designed to achieve glass-like shine (the so-called “glass hair”), a repair leave-in treatment, and a silky hair oil. It is a prime example of how success in Korea translated directly into global recognition.
✅ 2. Narka (ナルカ)
The brand has secured placement at Ulta Beauty, one of the leading beauty retailers in the United States. Its signature feature is the use of vegan protein to deliver both styling and repair at the same time. The hair mascara with a spoolie applicator has also received numerous recommendations from experts, earning praise for balancing practicality with thoughtful ingredient design.
✅ 3. Dr. Groot (ドクターグルート)
A brand that went viral on TikTok. Its “Miracle In-Shower Treatment,” which transforms from a liquid into a cream in the shower, has attracted particular attention. The formula is supported for its mechanism of warming the scalp after application and promoting circulation. It is an excellent example of how a functional approach resonated with the social media generation.
✅ 4. Lilyeve (リリーブ)
A brand that embodies innovation in both its ingredients and applicator design. The “Grow Turn Ampoule,” formulated with peptides, vitamins, and botanical extracts, comes in a bottle with a brush applicator, significantly improving ease of application to the scalp. Its hallmark is a high level of overall refinement that extends to the product’s user experience.
✅ 5. Perseve (パーセブ)
A brand founded by a Korean hairstylist with more than 30 years of experience. It represents the luxury direction of K-beauty, and its two collections, Recure and Revive, feature clinically supported ingredients. The fact that the founder’s professional, hands-on experience is directly reflected in the product design is the foundation of the brand’s credibility.
✅ 6. Aromatica (アロマティカ)🌿
Its Rosemary Scalp Care Collection enjoys cult-favorite status. The lineup centers on a dry shampoo powder, a volume serum, and the Rosemary Root Enhancer, which does not weigh down the scalp. Its design, which balances “lightness” with “caring benefits,” is particularly popular among those concerned about volume.
The remaining four brands are also featured in the original Byrdie article, along with detailed reviews. What they have in common are three key qualities: “ingredient transparency,” “a scalp-first design philosophy,” and “the ability to expand into global markets.”
🌍 Why Is Korean Hair Care Attracting Global Attention Now?
When Korean skincare spread around the world, it was praised for its “wealth of ingredients” and its “philosophy of protecting the skin.”
Korean haircare is now following the same path.
The idea of “treating the scalp just like the face” is fundamentally different from the conventional market view centered around shampoo and conditioner. Positioning scalp care as an extension of skincare and adapting formats such as essences, ampoules, and serums for haircare has created a uniqueness not found in brands from other countries.
✅ 3 Common Design Philosophies of Korean Haircare
① Scalp first: Prioritize creating a healthy scalp environment before the final look of the hair
② Ingredient transparency: Clearly disclose the ingredients and their expected benefits
③ Designed usage experience: Development that includes the feel of use, such as applicators and changes in texture
Virality on TikTok and entry into Sephora are both results that stem from this philosophy.
Products that balance functionality and experience get used without needing an explanation.
✨ Summary｜If You Want to Try Korean Haircare, Start Here
📋 Points to Check When Choosing a Brand
□ If your goal is scalp care → Check out Dr. Groot, Aromatica, and Lilyeve
□ If repairing hair damage is your priority → Start with the repair lines from Unove or Narka
□ If you prioritize ingredients and evidence → Choose Perseve (the Recure or Revive collection)
□ Consider purchasing after checking how easy the product is to obtain in Japan
□ Start with just one item. For basic scalp care, try either a pre-shampoo serum or a leave-in oil
※ Individual results may vary. If you are concerned about scalp problems, consulting a dermatologist is also an option.
❓ Frequently Asked Questions
Q. Can Korean haircare brands also be purchased in Japan?
Some brands, including Unove and Aromatica, are now available through Japanese online shops and Korean beauty specialty stores. However, retailers and availability may change, so we recommend checking the latest information before purchasing.
Q. Which should I start with first, scalp care or haircare?
In the Korean haircare approach, it is believed that “hair cannot grow well without a healthy scalp.” A common approach is to start with a scalp serum used before shampooing or an intensive hair mask once a week. The products that suit you will vary depending on your condition.
Q. What kind of product is Dr. Groot’s “Miracle In-Shower Treatment,” which is trending on TikTok?
This hair treatment changes its texture from a liquid to a cream while you shower. It is designed to warm the scalp upon application and promote blood circulation. The sensory experience itself contributed to its popularity on social media.
Q. Are there any vegan Korean hair care brands?
Narka contains vegan protein and is formulated without animal-derived ingredients. Aromatica is also known for its product lines centered around plant-derived ingredients. Before purchasing, we recommend checking each brand’s official information for ingredient details and certifications.
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