LG H&H’s Dr. Groot to launch at Sephora in the U.S.

“K- Haircare” trendsetter Dr. Groot is making a major debut in the online and physical stores of Sephora, North America’s largest beauty retailer.

LG Household & Health Care’s premium scalp-care brand Dr. Groot will launch on Sephora’s official online store on the 28th, followed by a rollout at more than 400 U.S. stores in August. Sephora is known for leading global beauty trends and rigorously evaluating both product efficacy and brand image.

Riding a wave of popularity on North America’s largest online marketplace, Amazon, and social media platform TikTok, Dr. Groot began selling its products last October at more than 600 Costco stores across the U.S., Canada and Mexico. Following its Costco expansion, its entry into premium beauty retailer Sephora is seen as recognition of the brand’s technology and market potential by the North American mainstream beauty market. The successive wins are attributed to LG Household & Health Care’s distinctive R&D capabilities and its digital-first branding strategy, which it has consistently pursued over the past three years.

More than half a century of research expertise, built since the launch of Korea’s first shampoo, “Cream Shampoo,” in 1967, is central to Dr. Groot’s competitive edge. Today, 138 dedicated researchers are driving innovation in haircare. The brand’s formidable technical foundation—including 528 registered patents, 148 clinical trials validating product efficacy and a genetic database of 60,000 people—has helped it meet the demanding standards of North American retailers.

Social media marketing has also fueled Dr. Groot’s success, with content highlighting product performance helping it connect with local customers. The brand has regularly posted short-form videos featuring authentic customer reviews, with its most-viewed single video reaching 22.4 million views. Its TikTok account has also surpassed 50 million cumulative impressions and 760,000 likes, keeping the K-haircare brand in the spotlight.

The Sephora lineup will include 18 products, including the full Scalp Revitalizing Solution range, Dr. Groot’s core product line in North America. The brand has built its assortment around products already popular on Amazon and at Costco for addressing hair loss, while also adding items suited to Sephora customers’ strong interest in overall haircare, including hair texture.

The flagship Hair Thickening Shampoo has drawn attention for improving hair shedding by 82.2%* after two weeks of use. It was a popular item that ranked No. 2 in the Hair Regrowth Shampoo category during Amazon Prime Day last October. The Miracle In-Shower Treatment, also joining the lineup, has received a positive response locally for its deep-scalp-cleansing effect and silky-smooth hair after just five seconds of use.

Dr. Groot plans to accelerate its growth in North America’s beauty market following its Sephora launch. Building on the successful launch of its shampoo products at North American Costco stores, the brand has also completed the addition of its conditioner range this month. LG Household & Health Care expects to generate hundreds of billions of won in additional sales this year through Costco alone, compared with last year.

LG Household & Health Care said Dr. Groot’s Sephora launch reflects recognition of the strong brand competitiveness it has built in North America through multiple channels, including Amazon, TikTok Shop and Costco. The company said it will leverage its distinctive technology to maximize synergies across online and offline channels and solidify Dr. Groot’s position as the “No. 1 K-haircare brand” in North America.

Since entering the North American online market in November 2023, Dr. Groot has recorded strong growth, with annual sales in the region rising more than 800% last year from the previous year.