[7] Q1 2026 K‑Beauty Shampoo Export Analysis
K‑Haircare Emerges as a New Global Growth Engine
K‑beauty’s haircare segment is rapidly expanding in global markets, emerging as a new driver of growth for Korea’s beauty exports.
According to an analysis by this publication based on Korea Customs Service data, shampoo exports posted a sharp increase in the first quarter of 2026. Not only did total exports surge, but the trade surplus more than doubled compared with the previous year, signaling the emergence of shampoo as a high‑margin, export‑friendly product category.
Double Growth in Q1: Exports and Trade Surplus Strengthen Fundamentally
In the first quarter of 2026, Korea’s total shampoo exports reached USD 53.31 million, marking a 46% increase year on year from USD 36.51 million in the same period last year.
More notably, the trade surplus expanded sharply. Q1’s surplus totaled USD 35.24 million, more than double the USD 17.07 million recorded a year earlier, reinforcing the sector’s profitability and structural competitiveness.
March alone also showed solid momentum. Shampoo exports for the month amounted to USD 17.18 million, surpassing the USD 14.83 million recorded in March of the previous year. The monthly trade surplus reached USD 9.74 million, up 4.5% year on year, confirming a stable and sustained growth trend.
U.S. Strengthens No.1 Position as K‑Haircare Map Expands into Emerging Markets
Country‑by‑country data for March highlights a clear trend toward market diversification in K‑shampoo exports.
One notable shift is the rise of non‑traditional beauty markets. Uzbekistan ranked fifth, surpassing established beauty markets such as Japan (6th) and Hong Kong (7th). Brazil also entered the top ten, generating over USD 500,000 in exports.
This suggests that the functional strengths of K‑shampoo—such as scalp care, damage repair, and dermatology‑inspired formulations—are gaining traction regardless of climate, ethnicity, or hair type.
The United States remained the largest single export destination, with shipments totaling USD 4.16 million, firmly securing its position as the core strategic market for K‑haircare. Just as importantly, the U.S. market delivered a trade surplus of USD 2.31 million, demonstrating both strong demand and high profitability—making it a prime candidate for further marketing and brand investment.
China Remains Key, While Multi‑Regional Demand Takes Hold
China ranked second with exports of USD 2.34 million, continuing to function as a major market despite slower growth compared with North America.
Taiwan (USD 1.41 million) and the Russian Federation (USD 1.07 million) followed closely, ranking third and fourth, respectively, providing a stable demand base across East Asia and Eurasia.
Top 10 Shampoo Export Destinations in March 2026 (Unit: USD thousand / Source: Korea Customs Service)
Meanwhile, Uzbekistan’s rise to fifth place with USD 880,000 in exports positions Central Asia as a new regional hub for K‑haircare. Brazil’s entry into the top ten underscores the sector’s growing foothold in South America and points to broader expansion opportunities beyond traditional K‑beauty strongholds.
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