But chat about Korean scalp and hair care is also picking up volume. According to brand performance software firm Launchmetrics, conversations around K-beauty hair care generated a total of US$4.1m in media impact value (MIV) between Q1 2025 and Q1 2026. Melody Yuan, founder of UK-based K-beauty retailer Skin Cupid, tells Cosmetics Business that hair care is a “natural next step” following the success of K-beauty skin care. “UK consumers have spent the last few years becoming genuinely ingredient literate thanks to Korean skin care, and that same lens is now being applied to what they put on their scalp and hair,” Yuan says. “The trust Korea has built as a category leader in skin innovation transfers directly and we are seeing that curiosity translate into real demand at Skin Cupid, particularly around the ‘skinification’ of scalp care.”