When it comes to beauty innovation, Korean haircare is finally getting the attention it deserves – and at Skin Cupid, we couldn’t be happier that people are finally catching on! In Korea, healthy hair isn’t just about shine; it’s about scalp health, protein balance, and long-term repair. From salon-grade treatments to skincare-inspired scalp care, these are the Korean haircare brands dominating Korea right now — and why they’ve earned cult status.

If you’ve ever wondered how Koreans achieve that sleek, glossy, “mirror hair” finish, these are the brands to know.

UNOVE – Korea’s No.1 Haircare Brand for Glass Hair

Koreans are famously obsessed with sleek, glossy, liquid-glass hair, and UNOVE has been crowned Korea’s No.1 haircare brand for multiple consecutive years for exactly this reason.

UNOVE’s formulas focus on deep protein replenishment and damage repair, making them especially popular among Korean celebrities, hairstylists, and beauty creators who frequently heat-style or colour their hair.

Hero Product: Silk Hair Oil

The viral UNOVE Silk Hair Oil is what put the brand on the map. It’s packed with salon-grade proteins that coat damaged cuticles, smoothing frizz and flyaways instantly. The result? Hair that looks reflective, polished, and impossibly glossy – like you’ve just stepped out of a professional salon.

What makes it stand out is that despite the high shine, it never feels greasy or heavy, making it suitable for fine hair as well as thicker textures.

TREECELL – Skincare Ingredients, But for Your Scalp

TREECELL approaches haircare the same way Koreans approach skincare: treating the scalp like skin. Their products are formulated with premium skincare-grade ingredients designed to improve scalp health at the root – because healthy hair starts there.

TREECELL is especially loved by those dealing with oil imbalance, hair thinning, itchiness, or irritation.

Standout Product: Night Perfector Scalp Serum

TREECELL’s Night Perfector Scalp Serum is a true multitasker and one of their bestsellers in Korea. It’s a 5-in-1 treatment that:

• Unclogs hair follicles
• Balances excess oil
• Soothes scalp irritation
• Strengthens hair roots
• Supports healthier hair growth
  
  

Lightweight, fast-absorbing, and easy to layer into any routine, it’s ideal for anyone experiencing hair fall or scalp discomfort.

KUNDAL – Affordable, Effective & Universally Loved

KUNDAL is one of Korea’s most popular affordable K-beauty haircare brands, loved for its accessible price point and crowd-pleasing formulas.

Their products are infused with nourishing Macadamia Oil, which helps soften, smooth, and add shine to hair without weighing it down. What makes KUNDAL especially unique is its versatility – it works beautifully across straight, wavy, curly, and afro-textured hair.

While the formulas are effective, the scents are what truly made KUNDAL iconic. Their Baby Powder fragrance – as featured in their Honey & Macadamia Nature Shampoo and Honey & Macadamia Protein Treatment – is legendary in Korea and frequently goes viral.

Fun fact: Stray Kids’ I.N is known for using the Baby Powder scent – and his fellow band members often talk about how good he smells. That alone cemented its cult status!

GROWUS – The Fast-Rising Luxury Haircare Brand

GROWUS is one of the fastest-rising haircare brands in Korea, known for its luxurious aesthetic and marine-inspired formulations.

The brand focuses on strengthening hair while enhancing shine, using ocean-derived ingredients to nourish both scalp and strands.

Viral Favourite: Damage Therapy No-Wash Treatment EX

Their sparkly no-wash treatment has taken Korea by storm. Designed to strengthen hair and aid styling, it leaves behind a subtle, luminous sheen thanks to pearl-derived particles. The result is hair that looks healthy, polished, and effortlessly styled – without needing to rinse.

Why Korean Haircare Is Worth the Hype

What sets Korean haircare apart is its holistic approach – combining scalp health, protein repair, sensory experience, and visible results. Whether you’re chasing glass hair, dealing with scalp issues, or simply want better long-term hair health, these Korean brands offer solutions that truly work.

You can explore all of these Korean haircare favourites at Skin Cupid – no flight to Seoul required!