The trend of scalp care is gaining traction as people increasingly treat their scalp and hair with the same attention devoted to facial skin. This surge is coinciding with heightened concerns about ultraviolet exposure and outdoor activities.
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Reflecting this trend, demand for at-home hair care is rising, with many consumers opting for self-service treatments instead of salon visits. The range of products available has expanded beyond traditional shampoo and conditioner to include scalp tonics, cooling gua sha tools, and massagers, each serving distinct purposes.
Shinsegae Duty Free reported a notable 65% increase in sales of scalp and hair care products in August compared to the previous month. The ongoing “Skinification of Hair” trend—wherein scalp and hair care is approached in stages similar to skincare—continues to drive customer interest.
Among their exclusive offerings is the “SWISS JUST Hair Repair Balm,” which utilizes Swiss herbal ingredients to restore moisture and nutrients to damaged hair. This product is gaining popularity for its effectiveness against the harsh conditions hair faces, particularly due to UV exposure while traveling. Another notable product is the “REFILLED Cytokine Hair Tonic Booster Pro,” a concentrated tonic designed to nourish the scalp and simplify daily hair care routines.
Self-massage tools are also seeing increased demand. The “BENTON Scalp Gua Sha Massager Duo” features a user-friendly wood design for easy scalp massage, while the “Fillimilli Scalp Cooling Gua Sha” provides a refreshing effect, making it a favored choice for at-home care.
In response to this growing market, Shinsegae Duty Free is expanding its brand offerings, recently launching “VIVELAB,” a new scalp and hair care line that has garnered positive feedback through various retail channels, including TV home shopping. The company plans to continue exploring unique scalp and hair care brands and expand its portfolio, which has traditionally focused on cosmetics and fragrances, into wellness and hair care sectors.
A representative from Shinsegae Duty Free noted an increasing customer preference for tailored scalp and hair routines akin to facial skin care, leading to a demand for an array of products including tonics and massage tools. The representative emphasized their commitment to identify and promote innovative brands as consumer beauty and wellness trends evolve.