NEWS & BLOGS

Moving Beyond the Face to the Scalp: The 'Skinnification' Trend

Provision Consulting Group
3 days ago
3 min read

People are now applying serums not just to their faces, but also to their scalps.

The growing recognition that ‘the scalp is an extension of the face’ is extending skincare routines up to the top of the head. This trend, known as Skinnification, where the principles of skincare expand to hair and body, is ushering in an era of ‘managing hair and scalp like skin.’ At the heart of this change is K-Haircare, an evolution of K-Beauty that has thrived on ingredients and science. Built on sophisticated formulas and a routine-centric sensibility, K-Beauty is now creating a new stage for growth: K-Haircare.

The Expanding K-Haircare Market Amid the ‘Skinnification’ Trend

Skinnification is not just a product fad; it is a structural shift where the science of skincare diffuses across the entire beauty industry. According to data from KOTRA and the Ministry of Trade, Industry and Energy, as of the third quarter of 2025, South Korea’s export value of haircare products surged by 39.2% year-on-year, reaching $77.24 million. The global hair and scalp care market, including the US, is valued at $18.2 billion and is projected to grow at an average annual rate of approximately 5.8% through 2025.

Central to this transformation is a new consumer habit: ‘treating the scalp like skin.’ Moving beyond the one-step shampoo routine, a haircare regimen that mirrors skincare steps—including scalp serums, scalp toners, and cleansing masks—is rapidly becoming established. With the post-pandemic emphasis on healthy beauty, consumers are focusing not on makeup, but on the skin's inherent condition, and the balance and cleanliness of the scalp.

Furthermore, as skincare ingredients like Niacinamide, Ceramide, and Panthenol are incorporated into hair products, the question of ‘What ingredients are caring for me?’ has become the criterion for brand selection. In this shift, K-Beauty's technological prowess and its expertise in gentle and functional formulations have naturally expanded. Korean brands are rapidly realizing the concept of “Haircare managed like Skincare,” perfectly aligning with the US market's demand for scientifically proven routines.

K-Haircare: Regulatory Strategy is the Key, Not Just Technology

K-Haircare is a category the world is watching. To sustain this steep growth trajectory, a clear understanding of the new standards following the implementation of MoCRA (Modernization of Cosmetics Regulation Act) is crucial.

With the proliferation of Skinnification, scalp and hair products are no longer confined to the traditional ‘skin-centric’ category of existing cosmetics. Scalp serums utilizing dermatology, barrier-strengthening shampoos, and anti-aging hair ampoules could be classified as Cosmetics or OTC (Over-the-Counter) drugs, depending on their efficacy claims, ingredients, and method of expression. Incorrect classification can lead to registration refusal, import detainment, or product recalls. Even if the product concept appears similar, the market access strategy changes completely depending on which regulations apply.

For instance, if classified as a Cosmetic, brands can engage in emotional marketing and routine-centric communication. If classified as an OTC drug, however, they must fulfill legal requirements like clinical evidence, active ingredient labeling, and the Drug Facts panel, and face restrictions on advertising and label claims. This difference is not merely a matter of ‘whether a regulation applies’ but becomes a strategic variable that determines a product’s entire branding, positioning, and cost structure.

Therefore, for K-Haircare brands to continue their growth in the global market, they must design their product classification strategy and regulatory response system alongside the development of innovative formulations.

The Next Hurdle of Rapid Growth: ‘Trust’

Now, 'how that technology is proven and communicated' is what determines a brand's trustworthiness, more than 'what technology it possesses.' Consumers, whether for face or scalp products, choose brands that transparently disclose ingredient lists, clinical data, and safety statements. This necessitates systematically organizing the product’s scientific evidence, including securing clinical data and raw material documentation, and establishing MoCRA Safety Substantiation files.

The dermatological efficacy evidence where K-Beauty has shown strength must now be extended to the same level for scalp and haircare products. The phrase, ‘Scalp care managed like skin,’ must no longer be a mere marketing slogan; it must become a brand promise substantiated by scientific evidence and regulatory transparency.