K-beauty brand Dr.Forhair has broken into the US beauty market via a partnership with LVMH-owned beauty retailer Sephora.

The move aims to raise awareness of the brand, founded in South Korea in 2014, and bring its hair care range, which includes hero product Folligen Thickening Shampoo, to a new international audience.

At the same time, the positioning aims to capture attention around the continued global rise of K-hair care, which has become one of beauty’s fastest-growing categories this year.

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This has also coincided with Sephora’s increased investment in scalp care more broadly, Selena Moon, Dr.Forhair Brand Director, told Cosmetics Business.

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Source: Cosmetics Business (https://www.cosmeticsbusiness.com/)

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