The K-beauty boom sweeping Japan is rapidly expanding beyond skincare and color makeup into hair care. As demand grows among consumers wanting to mimic the glossy hair characteristic of K-pop idols, sales of Korean shampoos, treatments, and styling products are surging.
Sales of K-hair products in May this year rose 115% from the same month a year earlier, according to Qoo10 Japan, an online shopping mall operated by eBay Japan, on Wednesday. Sales more than doubled over the course of one year.
By category, sales of hair care products such as treatments, hair serums and oils, and functional shampoos rose 114%. Scalp care products also increased 113%, showing similar growth.
The increase for styling products was even larger. Sales of the styling product category, which includes brushes, waxes, and curling irons, jumped 267%, while hair color products including dyes rose 219%. Sales of some items nearly tripled from the previous year.
Consumers seeking K-hair products continued during "Mega Wari," Qoo10 Japan's biggest discount event of the second quarter this year. The event ran from May 29 to June 10.
eBay Japan noted that Japanese consumers have strong interest in managing hair damaged by repeated bleaching and perming. The company's analysis is that Korean hair product purchases increased as this demand combined with the desire to create smooth, glossy hairstyles like K-pop stars.
The distinctive competitiveness of Korean products was cited as another factor in their popularity. A wide range of products featuring hair-loss-related patented technology, herbal ingredients, and enzyme-based components have been launched, while a fresh feel and diverse formulations won over Japanese consumers, according to the company.
eBay Japan is also strengthening support for Korean hair brands' entry into Japan. At the "2026 Qoo10 Japan Mega Debut Awards" held in April, the K-hair care brand La Ferme received the Rookie Award. Mise en Scène, La'dor, and UNOVE are also raising their presence in the Japanese market.
"As Japanese consumers' interest in hair and scalp care has risen to the level of skincare, K-hair products are establishing themselves as a new popular item," said Kim Su-a, head of eBay Japan's Korea sales division. "We plan to continuously discover and support K-hair brands that will become the next growth engine for K-beauty."
