Gravity's new PDRN shampoo breaks sales records on home shopping channel

Gravity announced Monday that its new Gravity PDRN Hair Recovery Shampoo posted record-breaking sales in its home shopping debut.

The shampoo appeared Friday on "Choi Yura Show," a flagship program on Lotte Home Shopping, generating 680 million won ($442,000) in orders and selling 26,000 bottles. Peak orders reached 16.86 million won per minute.

Gravity has sold the product exclusively through "Choi Yura Show" since 2024, accumulating sales of 250,000 bottles and 7 billion won in revenue before Friday's broadcast — the top sales record in the shampoo category on Lotte Home Shopping for 2024 and 2025.

A notable shift in Friday's broadcast was the buyer demographic. While the brand's core customers had previously been in their 40s and 50s, more than half of the initial purchasers of the new product were in their 30s or younger.

Gravity developed the product with younger consumers in mind — particularly those beginning hair loss care early and customers experiencing what has been called "Ozempic hair," or hair loss following the use of obesity medications. To lower the barrier to entry, the company reduced the volume from its flagship 475-milliliter size to 350 milliliters and cut the price from the 30,000-won range to the 20,000-won range.

The product differentiates itself through proprietary ingredients and retention technology. It incorporates PDRN — a compound familiar to younger consumers — as a key ingredient, using a marine microalgae-derived PDRN cultivated and produced in-house rather than from animal sources such as salmon.

Clinical trials at a certified testing institution found that hair loss during washing decreased by 73.66 percent after two weeks of use. The shampoo also contains LiftMax308, a KAIST-patented ingredient that provides immediate volume, and LiftMax615, which improves the luster of aging hair. The product has received an Excellent rating from Germany's Dermatest and vegan certification from France's EVE.

"The fact that more than half of initial buyers were in their 30s or so is a signal that the generation we originally targeted — those just starting hair loss care — has actually begun to move," said Jang Ho-seok, head of the platform growth team at Gravity. "We will expand our reach further across all channels: home shopping, online and offline."