LG H&H’s Dr. Groot enters Sephora in North America

▲ This poster provided by LG Household & Health Care promotes its premium scalp care brand “Dr. Groot," set to enter both online and offline stores of Sephora, marking a major step into North America’s mainstream beauty market. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, March 25 (Yonhap) -- LG Household & Health Care said Wednesday its premium scalp care brand “Dr. Groot” will enter both online and offline stores of Sephora, marking a major step into North America’s mainstream beauty market.

The brand will launch on Sephora’s official online mall starting March 28, followed by a rollout to some 400 offline stores across the United States in August. Sephora is known for its rigorous evaluation process, assessing not only product efficacy but also brand image.

Dr. Groot has gained strong popularity on major platforms such as Amazon and TikTok, leading to its entry last October into more than 600 offline stores of Costco across the United States, Canada and Mexico. Its expansion into Sephora is seen as recognition of the brand’s technology and marketability in North America’s premium beauty sector.

▲ This poster provided by LG Household & Health Care promotes its premium scalp care brand “Dr. Groot," set to enter both online and offline stores of Sephora, marking a major step into North America’s mainstream beauty market. (PHOTO NOT FOR SALE) (Yonhap)

Industry analysts attribute the brand’s success to LG H&H’s strong research and development capabilities and its digital-focused branding strategy implemented over the past three years.

The company’s expertise dates back to 1967, when it introduced Korea’s first shampoo, “Cream Shampoo.” Currently, 138 researchers are dedicated to hair care innovation, supported by 528 registered patents, 148 clinically proven studies and a genetic database of 60,000 individuals. These technological strengths have helped the brand meet the strict standards of North American distribution channels.

The brand has also benefited from social media marketing, featuring short-form content showcasing real user reviews. Some videos have garnered up to 22.4 million views, while its TikTok channel has surpassed 50 million cumulative views and 760,000 likes, highlighting its growing popularity as a K-hair care brand.

A total of 18 products will be introduced at Sephora, including the full lineup of its “Scalp Revitalizing Solution” line, which has been a key offering in North America. The lineup also includes products tailored to Sephora customers, who show strong interest in overall hair health as well as hair loss care.

Its flagship “Hair Thickening Shampoo” has drawn attention for reducing hair loss by 82.2 percent after two weeks of use and ranked second in the “Hair Regrowth Shampoo” category during last October’s Amazon Prime Day event. Another product, “Miracle In-Shower Treatment,” has also received positive feedback for delivering deep scalp cleansing and smooth, silky hair in just five seconds.

Dr. Groot plans to accelerate its growth in North America following its Sephora debut. Building on the successful launch of its shampoo products at Costco, the brand has recently expanded its lineup there to include conditioners. LG H&H expects to generate hundreds of billions of won in additional sales this year from Costco alone compared with last year.

An LG H&H official said the Sephora entry reflects the brand’s strong competitiveness built across multiple channels, including Amazon, TikTok Shop and Costco.

“Leveraging our differentiated technology, we will maximize synergy across online and offline channels and solidify our position as the No. 1 K-hair care brand in North America,” the official said.

Dr. Groot, which entered the North American online market in November 2023, has seen its annual regional sales surge more than 800 percent year-on-year in 2025, the company added.

jwc@yna.co.kr 

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