Hwa Jun Lee
Hwa Jun is a Senior Beauty and Personal Care Analyst at Mintel, based in Seoul.

Gone are the days when hair loss was primarily a problem confined to middle-aged men. Today, hair loss concerns are increasing even among South Korea’s younger generation as lifestyles become more stressful.

Enter K-beauty’s new star: hair makeup. With its immediate colour and coverage benefits, easy-to-use application technique and hairline correction ability, hair makeup is emerging as the ultimate instant solution for hair loss. And the market for beauty and personal care solutions that treat or mask hair loss is growing, particularly among those in their 20s and 30s.

Hair makeup’s success in South Korea stems from the home salon trend where easy, hair colour solutions for at-home use are in demand among the increasing number of South Koreans who are choosing to dye their hair at home instead of visiting the salon.

According to Mintel Global New Products Database (GNPD), ‘convenience’ claims have shown remarkable growth within South Korea’s hair colourant sector. In 2018, 65% of new hair colourant launches in South Korea featured an ‘ease of use’ claim, up from 28% in 2016.

Convenience has been a major growth driver for at-home haircare, and this has had a direct impact on the popularity and growth of hair makeup products overall.

Cushion format disrupts the hair makeup market

The cushion format is fairly new to the hair makeup market, appearing for the first time on Mintel GNPD in 2018. This format has gained major popularity among consumers for their ease of use when it comes to hair loss coverage, quick hairline correction abilities and instant colouration benefits.

Source: LalaChuu.com

The success of the original LalaChuu hair cushion has stimulated new hair makeup launches that make a variety of claims, demonstrating the huge potential of the hair makeup market in South Korea.

Jenny House’s Hair-Fit Cover Cushion claims to offer thorough coverage for sparse or grey ahir and M-shape hairlines for up to 36 hours. It is also said to add rich volume, giving users a more youthful look.

Gini’s Magic Hair Cover claims to offer 30 hours of natural looking colour coverage and volume, and can even be used for the brows. It also claims to be water and sweat proof and can help reduce oil.

Trending hair makeup claim: Hairline correction

Media outlets in South Korea have constantly been highlighting the necessity for a neat hairline for a youthful and well-groomed appearance. Within the hair colourant sector, Mintel GNPD reveals that hairline-related claims have increased by 26% between 2016-18.

How to use a hairline corrector:

Brands can add more appeal to hair makeup products and ranges by making ‘hairline correction’ claims as well as introducing innovative new formats of hairline correctors aside from the hair cushion.

Hair-perfecting shadow

Mamonde’s Pang Pang Hair Stick Shadow is said to conveniently define and fix hairlines.

Pen-style hairline modifier

Makeheal’s Hairline Corrector is said to cover up an uneven hairline and make the face look slimmer.
Source: Tonystreet.com

Puff-style hairline contouring

TONYMOLY’s Contouring Style Puff is designed to naturally cover the hairline with a powder. It also offers sebum-control benefits.