As far as regional beauty markets are concerned, South Korea has steadily established itself as the hotspot, churning out the kind of trailblazing trends (read: glass skin) and industry-shaking products (think: BB creams, collagen jelly creams and sheet masks) that TikTokers and experts alike are quick to get on board with. Dubbed K-beauty, it's the country's skin and make-up categories that many established brands around the world routinely look to for cues when developing their own products. Leading with innovative formulations, new-gen delivery systems and unique ingredients, the K-beauty appeal has transcended social media feeds and landed on the high street in very little time at all. And now it's coming for your hair.
Since 2024, Boots has stocked its shelves with viral beauty products from leading K-beauty brands like Beauty of Joseon, Anua, and Medicube, and this week the high street giant unveiled a brand new influx of K-beauty haircare.
In its annual Beauty Trends Report 2025, Boots identified 'beauty without borders' as one of the biggest beauty trends of the year and predicted that Korean skincare would continue to hit the mark with UK consumers.
As for haircare, Boots' move into this K-beauty market is timely. TikTok searches for #koreanhaircare more than doubled in the second half of May with a spike of 117%. As a response, Boots has brought Korea’s number one shampoo brand - Kundal - and traditional herbal remedy experts, Daeng Gi Meo Ri, into the fold, to provide customers with new high-tech hair solutions, all while giving K-beauty megafans more reason to head to its beauty halls.
What is Korean haircare?
Much like its skincare offerings, Korean haircare goes big on innovative ingredient-led formulas. Just as K-beauty's focus is on a fostering a healthy skin barrier, so in haircare its MO is to nourish the skin on our scalps. This explains the new wave of Korean head spas cropping up in the UK and hitting your social media feeds.
Grace Vernon, head of global foresight and trends at Boots and No7 Beauty Company, explains, 'Korean haircare stands out globally for its ability to combine the most cutting-edge innovation, multi-functional formulas and luxurious quality at an accessible price point. Korean haircare is rooted in the same philosophy that made K-Skincare such a global phenomenon, focusing on scalp health, preventative care, and holistic wellbeing. The products offer a more comprehensive approach than many traditional haircare systems, often with multiple benefits such as anti-hair loss, scalp soothing, and long-lasting results built into a single formula like Daeng Gi Meo Ri Dlae Soo Hair Care Shampoo, £22.'
The very rituals that made K-beauty stand apart from its counterparts, like 'the ritualisation of self-care, a holistic approach to beauty and health, use of herbal and natural ingredients, and the layering of multi-step routines,' is similarly what underpins Korean haircare says Vernon, 'as with beauty, haircare is viewed as a vital form of self-care and inspired by the multi-step Korean skincare routines such as scalp cleansing, treatments, and leave-in care to achieve optimal results.'
Ready to start your Korean haircare journey? Stéphane Ferreira, haircare expert atBoots x Live True London Salon, walks us through the best products to get you started.
Shop: Korean haircare
www.boots.com
What the brand say: Made for all hair types, this treatment works to restore dry and damaged hair by nourishing and strengthening follicles and reducing breakage.
What we know: With stars of the show honey and macadamia, which work to moisturise, hydrate, and smooth, as well as strengthening LLP (a naturally-occurring protein) and plant-derived squalene, the jam-packed formula boasts 26 natural extracts to help hair look silky and feel revived.
Stéphane Ferreira, haircare expert atBoots x Live True London Salon, says: 'Honey and Macadamia are the perfect duo to revitalise the hair. Antimicrobial and antioxidant-rich honey is a natural moisturiser, whilst deeply nourishing macadamia can help prevent oxidative stress. If you suffer from dry and frizz-prone hair, this treatment from Kundal will work wonders.'
Pros
- Instense treatment to boost hair health
- Loaded with 26 natural extracts
Cons
- Not ideal if you prefer fragrance-free products
www.boots.com
What the brand say: Specially formulated for dry, damaged hair in need of intensive care, this salon-grade shampoo is made to leave hair feeling and looking softer and smoother.
What we know: Featuring the brand’s patented Double Care Bonding Technology, which is made up of a Protein Bonding System to strengthen cuticles and a Hydro-Booster boasting eight types of hyaluronic acid for hydration and shine, this shampoo visually improves texture and the health of hair.
Stéphane Ferreira, haircare expert atBoots x Live True London Salon, says: 'Hyaluronic acid is a powerful humectant, meaning it attracts and retains moisture in the hair. This protein bonding shampoo from Kundal contains a hydro-complex made up of eight types of hyaluronic acid for
hydration and shine.'
Pros
- Rich treatment for dry hair
- Delicately scented
Cons
- Not suitable for oily hair
www.boots.com
What the brand say: Described as a 'cold shower in a bottle', this solution promises to cool scalps by soothing irritation, encouraging scalp moisture balance and tending to hair loss and dandruff.
What we know: Loaded with 56% antimicrobial pine extract, which stimulates blood circulation to boost hair growth, antioxidant-rich tea tree oil to control sebum production, and salicylic acid to exfoliate away dirt and debris, this tonic creates the perfect environment to foster healthy hair while doing much to make your roots feel comfortable and balanced again, thanks to peppermint oil and panthenol which lend a cool and refreshed feeling.
Stéphane Ferreira, haircare expert atBoots x Live True London Salon, says: 'Energising and antioxidant-rich, caffeine stimulates blood circulation to the scalp to encourage hair growth. Kundal's Scalp Tonic contains a plant-based caffeine derived from green coffee beans to soothe and stimulate the scalp.'
Pros
- Cooling sensation
- Rebalances scalps
Cons
- Important not to overuse
www.boots.com
What the brand say: Ideal for damaged, rough-textured hair, this conditioning treatment helps to restore the scalp's natural balance while providing hair with the vital nourishment it needs. It aids healthy hair growth and combat hair loss, while boosting shine and elastcity.
What we know: Enriched with a 33% blend of traditional Korean herbs, like ginseng root extract for improved blood circulation to combat hair loss, as well as strengthening keratin, antioxidant-rich vitamin E and moisture-boosting calamus water, this treatment promises to revive lengths with a single application.
Stéphane Ferreira, haircare expert atBoots x Live True London Salon, says: 'Calamus has a long history of use in traditional medicine. In haircare, it’s used for boosting elasticity and moisture, as well as providing antioxidant protection. This treatment from Daeng Gi Meo Ri will help hair feel softer and look silkier.'
Pros
- Promises to repair with one treatment
- Rooted in tradition Korean herbs and medicne
Cons
- More expensive than others in the range
www.boots.com
What the brand say: Combining effectiveness with luxury appeal, this shampoo promises to maintain scalp health by boosting hair growth, preventing hair loss, and managing sebum levels while protecting and nourishing the follicles for softer and shinier hair.
What we know: Hero ingredients Korean ginseng and liquorice root extract work at a scalp level to prevent hair loss and combat dandruff, while a combination of green tea, panthenol, and Siberian chrysanthemum protect the follicles to help boost the look and feel of healthy hair.
Stéphane Ferreira, haircare expert atBoots x Live True London Salon, says: 'Ginseng root contains compounds called ginsenosides, which help to stimulate hair follicles by enhancing blood microcirculation. Try this shampoo by Daeng Gi Meo Ri to manage sebum levels and strengthen hair from the roots.'
Pros
- Contains 33% pure medicinal herbal extracts
- Works on scalps and strands
Cons
- Cooling menthol inclusion may not suit all
www.boots.com
What the brand say: Especially geared towards combatting hair loss, this shampoo works at the roots to prevent breakage and loss while stimulating hair growth, as well as mending and treating damaged strands for overall hair health.
What we know: Enriched with 20 types of natural Korean botanicals, like Korean ginseng extract, as well as exfoliating salicylic acid to increase blood flow, reparative Jeju Island camellia oil and anti-inflammatory heartleaf extract, this shampoo works at all levels to repair and protect,
Stéphane Ferreira, haircare expert atBoots x Live True London Salon, says: 'Native to southeast Asia, heartleaf is abundant in amino acids and fatty acids which help to reduce inflammation and soothe irritated and sensitive skin. Daneg Gi Meo Ri's Dlae Soo Shampoo uses a blend of natural Korean botanicals to encourage a healthy scalp and glossy locks.'
Pros
- Hair loss-preventing formula
- Contains hero ingredient heartleaf
Cons
- Not as nourishing as other formulas
Sameeha Shaikh is Grazia's beauty writer, covering all categories to bring you insights on the latest trends, industry news and the products you need to know about, viral or not (most probably viral).