The domestic beauty industry is accelerating its efforts to penetrate the global market by focusing on functional hair care. As the demand for specialized functions such as hair loss, curly hair, and scalp care rapidly increases, the scope of K-beauty is expanding from facial care to hair and scalp care.

Global cosmetics Original Development Manufacturing (ODM) company Cosmax announced on the 21st that it signed a Memorandum of Understanding (MOU) with global functional material company Syensqo on the 16th (local time) for the development of products specifically for curly hair. Syensqo, established in Belgium in 1863, is a leading company in the field of hair materials in the cosmetics industry.

Through this agreement, Cosmax plans to launch products such as shampoo and hair essence specifically for curly hair targeting overseas markets, including the United States. Additionally, through joint research on curly hair and scalp, they aim to develop proprietary ingredients in the mid to long term.

In the global hair care market, products for curly hair are considered essential. Unlike Korea and East Asia, where straight hair is common, about 50% of the population in the United States and approximately 75% in Latin America have curly hair. According to Syensqo, the global curly hair market size reached about USD 12 billion (approximately KRW 17 trillion) last year and is showing an annual growth rate of 5-10%.

A Cosmax representative stated, “With the global population of curly-haired individuals reaching 40%, the demand for customized products tailored to hair characteristics is rapidly increasing,” and added, “We will present differentiated functional hair care solutions in the global market.”

The hair loss care market also holds significant potential. Amorepacific is expanding its overseas reach with the female-targeted hair loss care line ‘Ryo Rootgen’ from its scalp and hair loss brand ‘Ryo’. Following its entry into Malaysia and Singapore last year, it launched in the Chinese market in January this year and is selling major lines such as ‘Jayangyunmo’ and ‘Heukyunsaenggi’ on Amazon. Amorepacific plans to expand its market to Southeast Asia and Greater China with the concept of ‘herbal hair loss care’.

The ‘Gravity Shampoo’, a hair loss specialty product made by Polyphenol Factory, established by KAIST researchers, ranked first in the ‘K-beauty category’ on its first day of official sales on Japan’s online platform Rakuten last month. The main product showcased on Rakuten is the ‘Gravity g0.0 Hair Boldify Shampoo’, which contains the patented ingredient ‘Liftmax 308’ that forms a protective layer on the hair surface and reduces damage from external stimuli. Gravity Shampoo is expanding its sales to the offline market in Japan, starting from the 15th at about 10 beauty editing shops ‘Remake’ nationwide in Tokyo. Since its domestic launch in April last year, Gravity Shampoo has surpassed cumulative sales of 1.52 million bottles.

An industry insider stated, “Hair care is evolving into ‘functional personal care’ tailored to scalp health and individual hair characteristics,” and added, “With the combination of domestic companies’ technological capabilities, it will become a new growth axis for K-beauty in the global market.”

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