Shinsegae duty-free sees 65% jump in scalp, hair care sales

Scalp care — treating the scalp and hair with the same careful, step-by-step attention given to facial skin — is emerging as a new beauty trend in the duty-free market, Shinsegae Duty-Free said Monday.

Sales of scalp and hair care products at Shinsegae Duty-Free rose about 65 percent last month from the previous month, driven by a growing consumer shift toward applying skin care routines to hair and scalp health.

Top-selling products include the SWISS JUST Hair Repair Balm and the REFILLED Cytokine Hair Tonic Booster Pro, both available exclusively at Shinsegae Duty-Free.

Self-massage tools are also drawing attention as home care items — among them the BENTON Scalp Gua Sha Massager Duo and the Fillimilli Scalp Cooling Gua Sha.

To meet rising demand, Shinsegae Duty-Free is expanding its brand lineup. It recently gave an exclusive pre-launch to VIVELAB, a scalp and hair care brand that has performed well on TV home shopping and other major retail channels.

The company plans to keep adding scalp and hair care brands with differentiated functions and user experiences, broadening its beauty portfolio beyond its traditional focus on cosmetics and fragrances into wellness and hair care.

"More customers are now managing their scalp and hair with multi-step routines just like they do for their facial skin, and interest is spreading across a wide range of related products — from tonics and gua sha tools to cooling items," a Shinsegae Duty-Free official said.