✨💇♀️The New Wave of K-Beauty Haircare: 4 Scalp-First Brands
K-beauty haircare is having a major moment—but the spotlight has shifted. Instead of “just shiny hair,” the newest brands are building their identity around scalp wellness: hair-loss symptom relief (cosmetic/functional), skin-care-style actives, clinical language, and even brush/steam “devices” that make scalp care feel like a routine you do, not just a shampoo you use.
If you’re looking for ultra-buzzed, new-ish names to watch (and to write about), these four keep coming up:
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MOEV
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lilyeve
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ROOTON
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nesh
Below is a blog-ready breakdown: what each brand is known for, why it’s trending, who it’s best for, and how to work it into a routine.
1) MOEV❤️: “Functional hair-loss care” with a modern, export-driven glow-up
Why it’s trending
MOEV is one of those brands that feels like it appeared overnight—and then suddenly you see it everywhere. Korean media has reported MOEV surpassed 530,000 cumulative units sold and approached ₩4B+ in sales roughly a year after launch, highlighting exports and partnerships as part of the growth story.
What to know (signature vibe)
MOEV’s core message is hair-loss symptom relief cosmetics (not a medical treatment) anchored by a named line—ANNURCATIN—that reads like “scalp skincare” branding.
Hero product to mention
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[moev] Annurcatin Shampoo 300ml. [👉SHOP NOW]
Best for
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People who want a straightforward functional shampoo as the “base” of their routine
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Anyone who loves brands that feel premium + minimal without being boring
How I’d describe it in one line
“A scalp-first functional shampoo brand that grew fast—and feels built for global K-beauty shelves.”
2) lilyeve🧪: Brush-ampoule scalp care that feels like skincare (and a little like a device trend)
Why it’s trending
lilyeve is riding the “scalp serum” boom—but with a twist: it’s not just an ampoule, it’s an ampoule + built-in brush format meant to make daily scalp application easier and more habit-forming.
In early December 2025, lilyeve announced a new product—Grow Turn Exosome Brush Ampoule—positioned as an upgraded evolution of its existing Grow Turn line, with press citing strong cumulative sales for the line overall.
What to know (signature vibe)
This is “scalp skincare, but make it easy.” The brush format is the whole point: targeted application, less mess, and a routine that resembles “serum after cleansing.”
Hero product to mention
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[lilyeve] Grow:Turn Brush Ampoule 100ml [👉SHOP NOW]
Best for
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People who already shampoo well but want a leave-on scalp step
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Anyone who loves tools/applicators (brush tips, roll-ons, “no-hand” formats)
How I’d describe it in one line
“A brush-ampoule brand turning scalp care into a skincare-style routine—fast, targeted, and repeatable.”
3) ROOTON✨: Women-focused hair-loss care with “certification + clinical” storytelling
Why it’s trending
ROOTON stands out by being extremely clear about its niche: women’s scalp and hair-loss concerns. That focus shows up in editorial coverage too—Vogue Korea spotlighted ROOTON’s Alpha erguen™ line as a women-tailored hair-loss care routine, including mentions of vegan certification and clinical-test framing.
What to know (signature vibe)
ROOTON is very “premium clinic-adjacent” in tone: product names, line structure, and the messaging feel closer to derm-style skincare than classic haircare marketing.
Hero products to mention
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[ROOTON] Alpha Erguen Hair Tonic 150ml [👉SHOP NOW]
Best for
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People who love structured routines (shampoo → treatment → tonic/toner)
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Anyone who wants a brand that explicitly speaks to women’s scalp sensitivity and lifestyle triggers
How I’d describe it in one line
“A women-focused scalp brand that sells the routine as much as the product—certifications and clinical framing included.”
4) nesh🌿: “Scalp wellness” + biome/vegan positioning
Why it’s trending
nesh is a classic example of what’s hot right now: scalp type personalization + vegan certification + “wellness” language. Coverage has described nesh as a scalp wellness brand, emphasizing tailored care across scalp types and vegan certification.
What to know (signature vibe)
If MOEV feels “functional and sleek,” nesh feels “wellness and balance.” The naming around biome and scalp balance fits the broader K-beauty direction (skin barrier, microbiome, calming routines—now applied to the scalp).
Hero product to mention
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[nesh] Pomegranate Biome Oil Serum 80ml [👉SHOP NOW]
Best for
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People with sensitive/dry scalp who still want a functional, clean rinse
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Anyone who prefers vegan + gentle-care identity in their haircare shopping
How I’d describe it in one line
“A scalp-wellness brand that packages haircare like modern skincare: balancing and biome-focused.”
How to choose (quick guide)
Pick the vibe you want first—then the product:
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If you want a simple “start here” shampoo: MOEV
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If you love leave-on scalp care + applicators: lilyeve
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If you want women-focused, routine-based premium care: ROOTON
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If you want gentle wellness + balancing + vegan-leaning identity: nesh
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