Hair loss is no longer a concern limited to middle-aged Koreans. As people in their 20s and 30s begin treating their scalps before any symptoms appear, the hair loss care market is expanding rapidly.
A total of 237,009 patients received treatment for hair loss in 2025, according to the Health Insurance Review and Assessment Service, with those in their 20s through 40s accounting for more than half. People in their 40s made up the largest group at 53,489, followed by 50,712 in their 30s and 35,803 in their 20s.
Experts say the age of onset is falling because hair loss is closely tied to lifestyle factors such as stress, diet and lack of sleep, in addition to genetics. Unlike in the past, when patients sought treatment only after symptoms emerged, more young people are now visiting clinics at an early stage to slow the progression of hair loss.
Demand is spreading beyond hospitals into the cosmetics market. The domestic market for cosmetics that help ease hair loss grew at an average annual rate of 10.2% from 338.3 billion won in 2021 to 499 billion won in 2025, according to the Korea Institute of Science and Technology Information (KISTI).
Over the same period, sales of products aimed at easing hair loss symptoms, including Amorepacific's hair loss care brand Labo-H, grew at an average annual rate of 22.5% between 2022 and 2024, outpacing the broader market. Some analysts estimate that South Korea's overall hair loss-related market has grown to about 4 trillion won a year.
Dr. Groot, LG H&H's functional shampoo for hair loss, has surpassed 40 million bottles in cumulative sales, or roughly 11 bottles a minute. The market for hair loss treatments has also kept growing, rising from 99 billion won in 2021 to 103.6 billion won in 2022.
Scalp Care Like Skin Care as Young Consumers Buy to Prevent
Distribution channels have widened as well. Hair loss care products, once sold mainly at hospitals and pharmacies, are now available at Daiso, health and beauty stores and convenience stores, making them far easier to buy. The shift reflects a trend among people in their 20s and 30s of folding scalp care into their skin care routines. As more consumers buy shampoos, scalp oils and ampoules as a precaution even before any hair loss appears, product lineups are expanding quickly.
Industry officials expect the market for younger consumers worried about hair loss to keep growing sharply, in line with the view that prevention must come before symptoms set in.
