SOUTH KOREA. Shinsegae Duty Free has highlighted scalp and hair care as an emerging category in travel retail, with rising sales reflecting growing consumer interest among international travellers.
Marking a notable shift in beauty purchasing behaviour, scalp and haircare sales at Shinsegae Duty Free climbed +65% month on month in August.
The trend underscores a wider shift in beauty routines, with consumers paying closer attention to scalp health and treating haircare as an extension of skincare.
UV exposure, outdoor lifestyles and changing environmental conditions are adding to the need for targeted care, while demand is shifting towards convenient solutions that can be used at home or while travelling, rather than relying solely on salon treatments.
The category now extends well beyond shampoo and conditioner to include scalp tonics, cooling gua sha tools, massage devices and intensive hair treatments.
This evolution also forms part of what is described as the growing ‘skinification of hair’, as consumers adopt the multi-step, targeted routines traditionally associated with skincare for their scalp and hair.
Growing focus on scalp health
Building on the growing focus on scalp care, Shinsegae Duty Free is showcasing a range of products, including the Swiss Just Hair Repair Balm.
Exclusive to Shinsegae Duty Free, the balm features Swiss herbal ingredients designed to moisturise and nourish dry, damaged hair. Its rich yet convenient format is made for travellers looking to care for hair exposed to UV rays and other environmental stressors during their journeys.
The assortment also includes the Refilled Cytokine Hair Tonic Booster Pro, a concentrated formula that nourishes the scalp and hair while fitting easily into daily routines. The format appeals to consumers looking beyond conventional haircare towards more targeted scalp-focused solutions.
Also gaining popularity are self-massage tools such as the Benton Scalp Gua Sha Massage Duo, which features an ergonomic wooden design for easy scalp massage. The Fillimilli Scalp Cooling Gua Sha adds a refreshing cooling sensation to the massage experience, with both products offering simple options for use at home or while travelling.
The retailer has also strengthened its portfolio with the recent exclusive launch of Vivelab, ahead of its broader distribution. The brand has received positive consumer response across major Korean retail channels, including TV home shopping.
Its range is centred on targeted scalp and haircare routines, as Vivelab continues to establish a presence in Korea’s growing haircare market.
A Shinsegae Duty Free representative said, “Consumers are increasingly approaching scalp and haircare with the same level of attention and personalisation they bring to their skincare routines.
“That is creating demand for a much wider range of products, from targeted tonics to gua sha and cooling care tools.
“We will continue to discover distinctive brands and products that reflect evolving beauty and wellness trends, while creating more opportunities for customers to discover and experience the next generation of beauty and haircare products.” ✈
