South Korea Hair Care Market Overview, 2031

South Korea’s hair care market reflects the country’s reputation as a global beauty powerhouse, where innovation, advanced formulations, and a deep understanding of consumer needs drive continuous product evolution. K-beauty principles, emphasizing multi-step routines, gentle yet effective ingredients, and science-backed solutions, have significantly shaped the hair care category, making Korean products sought after worldwide. South Korean brands are recognized for their emphasis on natural botanicals, fermented extracts, lightweight textures, and dermatologically tested formulations, which appeal to both domestic and international consumers seeking high-performance solutions with minimal harsh chemicals. A defining feature of the market is the strong cultural focus on scalp health. In South Korea, scalp care is often viewed as the foundation of overall hair wellness, similar to how skincare prioritizes the health of the skin barrier. This mindset has driven the rapid expansion of scalp-focused products, including hypoallergenic shampoos, exfoliating scrubs, pH-balanced conditioners, tonics, and specialized treatments that target issues such as dandruff, excess oil, sensitivity, and hair thinning. Growing awareness around holistic wellness and preventive care has encouraged consumers to adopt personalized hair rituals, using products tailored to their scalp type, stress levels, and environmental exposures like pollution and hard water. Sustainability has become another major driver within the South Korean hair care market. Consumers are increasingly mindful of the ecological impact of their beauty choices, prompting brands to innovate with biodegradable formulas, plant-derived cleansers, refillable containers, and packaging made from recycled or upcycled materials. Many companies are also integrating clean-beauty standards, avoiding sulfates, silicones, and synthetic fragrances, while maintaining product efficacy.

According to the research report, ""South Korea Hair Care Market Outlook, 2031,"" published by Bonafide Research, the South Korea Hair Care Market is anticipated to grow at more than 6.86% CAGR from 2026 to 2031. South Korea is well-known for its advanced beauty industry, which includes the hair care market. The country has a strong culture of beauty, and consumers are willing to invest in high-quality and innovative hair care products. South Korean hair care brands are known for their innovation and use of natural ingredients. Many brands have introduced new technologies and ingredients, such as snail mucin and fermented rice water, which have gained popularity in the beauty industry. South Korean consumers are becoming increasingly interested in overall health and wellness, and this includes hair care. Consumers are looking for products that are effective and made with natural ingredients, which has driven the development of new hair care products on the market. Male grooming has become a growing trend in South Korea, and this includes the hair care market. South Korean hair care brands have introduced products specifically designed for men, such as hair styling products and scalp care products. In South Korea, based on the product types, there are shampoo, conditioner, and hair styling products, hair colour, hair styling products, hair oil, and others. Currently, hair shampoo is leading the market. Hair shampoo has further sub-segments, including cosmetic shampoo, herbal or organic shampoo, and dry shampoo. Cosmetic shampoo has the highest market share in the country. Customised hair care solutions have been a growing trend in South Korea, and this includes cosmetic shampoos. Many brands offer products that are tailored to specific hair types and concerns, such as dryness, damage, or colour-treated hair.

The hair care market exhibits a highly diversified product portfolio, including shampoos, conditioners, hair color, styling products, hair oils, hair masks, and other specialty treatments. Within this range, shampoo remains the foundational segment, contributing the largest share of market revenue in 2024 and serving as the essential starting point for hair care routines. Shampoos are purchased frequently due to their indispensable role in cleansing, maintaining scalp hygiene, and addressing common concerns such as dandruff, oiliness, dryness, or hair breakage. The multicultural nature of population, encompassing a variety of hair textures and ethnicities, further strengthens the demand for shampoos that cater to diverse hair needs. Beyond shampoo, complementary products such as conditioners, styling products, hair oils, and masks are experiencing accelerated growth as consumers increasingly embrace multi-step hair care routines. Styling products, for instance, have become more prevalent among younger urban demographics seeking to express individuality through hair aesthetics. Hair oils and masks, on the other hand, are gaining popularity due to growing awareness of scalp health, hair nourishment, and repair from environmental damage caused by pollution, weather extremes, and chemical treatments. These products align with a broader wellness trend, reflecting a shift from purely functional hair care toward preventive and restorative routines. The increasing adoption of serums, oils, and mask treatments emphasizes consumer interest in long-term hair health, manageability, and the aesthetic appeal of well-maintained hair.

Mass-market segment continues to dominate hair care sales in 2024, accounting for a substantial portion of total revenue. These products include shampoos, conditioners, basic styling items, and other daily-use essentials that cater to the largest demographic of consumers seeking affordability, accessibility, and reliability. The stronghold of mass-market products is supported by their widespread distribution through supermarkets, hypermarkets, drugstores, and convenience stores, ensuring that everyday hair care remains within reach for households across urban, suburban, and semi-urban areas. Mass-market offerings are particularly favored by families and budget-conscious buyers who prioritize essential hair hygiene over premium features. Despite this entrenched dominance, there is a growing shift toward premium and luxury hair care products, which are expanding at above-average growth rates. Consumers increasingly recognize the value of high-performance formulations, such as sulfate-free shampoos, scalp-therapeutic oils, salon-grade serums, and color-safe treatments. Rising disposable incomes, greater awareness of hair and scalp wellness, and evolving grooming standards are motivating this upward migration toward premium tiers. Luxury hair care products, particularly in categories like hair color and specialized treatments, are witnessing accelerated adoption due to their perceived quality, effectiveness, and brand prestige. This trend highlights a broader cultural shift toward self-care and investment in long-term hair health, where consumers are willing to pay more for products that deliver both aesthetic and functional benefits. As a result, while mass-market products remain volume leaders, premium and luxury hair care are reshaping the market’s overall value composition, reflecting a more sophisticated and discerning consumer base that prioritizes performance, innovation, and wellness alongside basic hygiene.

Traditional retail channels, including supermarkets, hypermarkets, drugstores, and mass-retail outlets, continue to dominate the distribution of hair care products. These channels remain critical because of their extensive geographic coverage, competitive pricing, and the convenience they offer for routine replenishment of essential products like shampoos, conditioners, and styling solutions. Their widespread accessibility ensures that hair care remains within easy reach for a broad consumer base, spanning urban, suburban, and even semi-urban markets. The prominence of these traditional channels is further reinforced by frequent in-store promotions, loyalty programs, and brand visibility, which collectively help maintain consumer engagement and drive repeated purchases. Despite this, online retail and e-commerce are emerging as the fastest-growing channels in the hair care market, reshaping how consumers discover, research, and purchase products. The growth of digital channels is fueled by factors such as increased smartphone penetration, faster internet connectivity, subscription-based replenishment models, and the convenience of home delivery. E-commerce allows consumers to access niche, premium, and salon-grade brands that may not be widely available in physical stores, expanding the variety of products available to different consumer segments. Additionally, online platforms facilitate direct communication between brands and consumers, enabling targeted marketing, personalized product recommendations, and social-media-driven brand discovery. This trend has encouraged companies to adopt hybrid omnichannel strategies, maintaining strong traditional retail presence while aggressively expanding digital capabilities. By doing so, brands can cater to both everyday consumers purchasing mass-market essentials and style-conscious, wellness-focused buyers seeking premium, innovative products, thereby balancing volume and value across multiple channels.

The hair care market is broadly segmented into personal use and professional use, with personal care comprising the largest share of demand. Personal use products are purchased by consumers for everyday hair maintenance, including shampooing, conditioning, styling, coloring, and treatments to manage damage, dryness, or scalp issues. This segment benefits from the repetitive nature of hair care consumption, as most consumers replenish products on a weekly or monthly basis, creating a steady revenue stream. The broad demographic base includes men and women across age groups and hair types, from straight and wavy to curly and textured hair, making personal use the largest driver of market volume. At the same time, professional use, which encompasses salon-grade hair colorants, treatments, styling products, and specialized care formulations, is rapidly gaining traction. This growth is fueled by increasing consumer preference for salon-quality results at home, rising adoption of hair treatments designed for textured or ethnic hair, and the expansion of professional-grade offerings in e-commerce and specialty stores. The professional segment also reflects changing consumer behavior, where hair care routines are becoming more sophisticated, multi-step, and wellness-focused. The distinction between personal and professional use is gradually blurring, as consumers incorporate salon-quality products into their personal routines and seek higher-performance formulations that offer both aesthetic and therapeutic benefits. This convergence highlights a broader trend in the hair care market, where hair care is no longer solely a matter of hygiene, it is increasingly viewed as a lifestyle choice, a form of self-expression, and a wellness ritual.

Considered in this report
• Historic Year: 2020
• Base year: 2025
• Estimated year: 2026
• Forecast year: 2031

Aspects covered in this report
• Hair Care Market with its value and forecast along with its segments
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Product Types
• Shampoo
• Conditioner
• Hair Color
• Hair Styling Products
• Hair oil
• Others(hair mask)

By Price Range
• Mass
• Premium
• Luxury

By Distribution Channel
• Supermarkets/Hypermarkets
• Online Retail Channels
• Specialist Retail Stores
• Convenience Stores
• Other Distribution Channel(salon)

By End-user
• Personal
• Professional Show more