South Korea Shampoo Market - Strategic Insights and Forecasts (2026-2031)

South Korean shampoo market is forecast to grow at a CAGR of 0.5%, reaching USD 887.7 million in 2031 from USD 864.6 million in 2026.

South Koreans spend a good amount of money on cosmetics and beauty products due to social and cultural conventions.  South Korean consumers growing interest in celebrity fashion trends has led to a significant demand for professional hair care products.  Shampoos and conditioners are preferred by South Koreans as hair care products to control issues connected to the hair and scalp, including dandruff, hair loss, itchy scalps, and hair damage.  The market has seen a notable increase in demand for natural products recently. 

South Korea Shampoo Market Overview:

The South Korean shampoo market is segmented by:

• Product: The South Korean shampoo market is divided into two segments based on product, non-medicated/regular and medicated/special purpose. The non-medicated/regular segment is anticipated to lead the South Korean shampoo market share due to widespread availability and rising mass-production product acceptance worldwide.  Since non-medicated shampoos are easier to find and less expensive than their counterparts, non-medicated products are widely used.  Additionally, the non-medicated shampoo segment's revenue is driven by the growing availability of over-the-counter versions at pharmacies and drug stores.

• Application: The market is separated into two segments based on application, domestic and commercial. The household segment is anticipated to lead the market because of the wide range of products available. Significant product use for personal hygiene purposes in the home and the growing number of toddlers and babies using baby shampoos are further factors propelling the household segment's growth. The ever-increasing number of businesses promoting their hair grooming products through celebrity endorsements and social media is expected to raise demand among home customers in South Korea.

• Distribution Channel: The market is divided into convenience stores, online stores, hypermarkets and supermarkets, and others based on the distribution. The availability of a wide range of products on supermarket shelves allowed hypermarkets and supermarkets to dominate the market. This enables customers to know their alternatives and purchase a specific product or combination of products based on their hair care requirements. The segment's rise was aided by the new trend of buying personal care goods in bulk at department stores and supermarkets.

• Manufacturers: The market is divided into private label, toll manufacturing, and multinational segments based on manufacturers. The multinational segment's growth in the market is propelled by the consistent supply of branded goods, the distribution networks of major multinational corporations, and a strong clientele.

Top Trends Shaping the South Korean Shampoo Market:

• An Increase in Hair-Related Issues

The need for efficient hair care products has increased throughout the region because of increased cases of hair-related conditions such as telogen effluvium, alopecia areata, and other difficulties. Consumers frequently use hair care products to prevent hair-related disorders such as dandruff, hair loss, and scalp irritation. Beauty products that add 'improvised care,' are becoming more and more popular. As a result, producers are taking advantage of this trend and providing shampoos and conditioners with unique formulas and premium ingredients. Customers are actively searching for solutions that combine Mayo, Shea Butter, Macadamia Seed Oil, and macadamia nuts to eliminate hair fizziness by providing the highest level of moisture.

• Growth of the Male Grooming Market

In South Korea, the male grooming and hair care industry has grown at a very large scale.  Products for males like hairstyle and scalp care products, have been introduced by South Korean hair care companies.

South Korea Shampoo Market Growth Drivers vs. Challenges:

Opportunities:

• Broad product availability to boost market expansion: Personal grooming with an emphasis on hair care is growing which is making a substantial contribution to product sales.  Companies that make hair care products are successfully addressing several hair-related problems, including dandruff, hair thinning, sebum secretions, and severe hair loss, by introducing anti-hair fall and anti-dandruff shampoo.  Product sales will rise even more because of this trend's impressive growth.  To broaden their portfolios, several well-known companies are releasing new items.

• The impact of media and K-beauty: Korean hair care products have become more popular due to the global appeal of K-beauty trends, which are fueled by K-pop, Korean dramas, and social media. Customers are influenced by this culture to seek goods that meet the newest beauty standards and to adopt multi-step hair care regimens.

• Technological Developments and Innovation: Advanced technologies like nanotechnology and smart devices are being used by South Korean firms to improve the effectiveness of their hair care products. Innovative products like personalized product recommendations and smart brushes that assess hair quality are drawing in tech-savvy customers looking for specialized solutions.

Challenges:

• The number of counterfeit goods could impede the expansion of the market: A major obstacle to the global market's expansion is fake hair care products, including shampoos, conditioners, and hair oils. Consumer confidence in the market is damaged by counterfeit goods since they cast doubt on the genuineness and caliber of hair care products. Customers who come across counterfeit or inferior goods may lose trust, which could lower their confidence in making such purchases. Legitimate brands are frequently imitated by illicit or counterfeit haircare products, harming the reputation of the original brand.

• Sustainability and Environmental Issues: Customers are now closely examining product packaging and ingredients because of growing environmental consciousness. Businesses are under pressure to implement sustainable practices due to issues about packaging waste and the use of potentially hazardous materials. If these issues are not resolved, there may be negative consumer feedback and a decline in market share.

South Korea Shampoo Market Competitive Landscape

The market is moderately fragmented, with many key players including Amorepacific Corporation, LG Household & Health Care Ltd, Mandom Corporation, and Tony Moly.

• Product Innovation: In January 2025, The Korea Advanced Institute of Science and Technology (KAIST) firm, headed by Hae-Shin Lee, Ph.D., debuted its innovative Grabity brand anti-hair loss products at CES 2025 in Las Vegas. The range is powered by the company's expertise in polyphenol-based formulations.

• Sustainable product launch: In August 2024, 'All That Solid®' is a new line of solid personal care products by MASSCON that includes body, face, and hair cleanser shampoos and conditioners. These products have zero-waste packaging, improved cleanliness, and rapid solubility in a single-use tablet-sized form factor.

South Korea Shampoo Market Scope: 

South Korea Shampoo Market Segmentation:  

By Product

• Medicated/Special-Purpose

• Non-Medicated/Regular

By Application

• Household

• Commercial

By Distribution Channel

• Hypermarkets/Supermarkets

• Convenience Stores

• Online Stores

• Others

By Manufacturers

• Private Label

• Toll Manufacturing

• Multinational

By Region

• Gyeonggi

• Gangwon

• South Chungcheong

• North Jeolla

• South Jeolla

• Others