THE WHAT? LG Household & Health Care has expanded its premium scalp care brand Dr.Groot into 424 Sephora stores across the US, significantly increasing the K-hair care brand’s physical retail distribution in the North American market.
THE DETAILS Dr.Groot launched across the 424 Sephora stores on August 15 with 14 products, following its Sephora.com debut in March and a trial across approximately 90 stores in May. The range is being positioned across several high-visibility areas, including end-cap displays and dedicated Next Big Thing and K-Hair sections, with products including Hair Thickening Shampoo, Miracle In-Shower Treatment, Roll-On Serum and Sephora-exclusive gift sets. The expansion builds on Dr.Groot’s presence in more than 600 Costco stores across the US, Canada and Mexico, while Amazon sales increased 153 percent year on year during the first half of 2026.
THE WHY? The Sephora rollout represents a major step in LG H&H’s strategy to establish Dr.Groot as a premium hair and scalp care brand in North America, while highlighting the widening retail opportunity for K-beauty beyond skincare and cosmetics into the hair care category.
Source: The Asia Business Daily
