Competitive Landscape
Lg H&H and Amorepacific Sustain Dominance Amid Evolving Competition
Hair care in South Korea exhibits a moderate level of concentration dominated primarily by LG H&H and AmorePacific Corp, which collectively command a substantial share of the retail value. In 2025, LG H&H held a 23% share, marking a decline from 26% in 2024, indicating increased competitive pressures yet maintaining its leadership position.
Targeted Product Formats and Treatment-Focused Routines Drive Growth Opportunities
Leading companies maintain their positions by adapting to shifting consumer demands, notably through the introduction of lower-barrier entry strategies such as expanding travel and trial-size formats. This approach, implemented by LG H&H, is aimed at attracting younger consumers in an environment that is increasingly saturated and requires deeper engagement to stimulate purchase frequency and brand loyalty.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair Care industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in South Korea, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hair Care in South Korea report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hair Care in South Korea?
- Which are the leading brands in South Korea?
- How are products distributed in South Korea?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Hair Care in South Korea - Category analysis
Key Data Insights
Steady Growth Driven by Premiumisation and the Rise of Hair-Skinification
Steady Growth Driven by Premiumisation and the Rise of Hair-Skinification
Shampoos Lead as Fragrance and Wellness Reshape Hair Care
Brands Integrate Advanced Diagnostics to Deepen Consumer Engagement
Consumers Drive Demand for Professional Expertise and Routine Specialisation
Hair Loss Treatments Set to Outperform on Science-Backed Premiumisation
Lg H&H and Amorepacific Sustain Dominance Amid Evolving Competition
Targeted Product Formats and Treatment-Focused Routines Drive Growth Opportunities
Online and Omnichannel Platforms Lead Hair Care Sales Amid Offline Decline
E-Commerce’S Rapid Growth Challenges Offline Dominance with Convenience and Price Appeal
Beauty and Personal Care in South Korea - Industry Overview
Steady Expansion Driven by Skinification and Clean Reimagined
Key Data Insights
Steady Expansion Driven by Skinification and Clean Reimagined
Lifestyle-Driven Beauty Fuels Demand for Sensorial Everyday Products
Longevity Drives Demand for Clinic-Grade Home Treatments
Skin Care and Fragrances Set to Fuel Expansion through 2030
Mass Efficacy Expected to Shape Dynamic Consumer Micro-Segments
Brands Leverage Clinical Efficacy and Retail Innovation to Engage Discerning Consumers
Leading Korean Companies Leverage Strategic Channels to Sustain Dominance
Innovative Experiential Retail and Private Label Strategies Fuel Growth Opportunities
E-Commerce Leads Distribution as Offline Channels Evolve in Response
Country Reports Disclaimer
The following categories and subcategories are included:
Hair Care
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Hair Care research and analysis database.
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