Moda Moda Surpasses 10 Million Cumulative Haircare Product Sales

Moda Moda, represented by CEO Bae Hyung-jin, announced that it has surpassed 10 million cumulative sales of its products. This milestone suggests that approximately one in two households in South Korea, with a total of 23.25 million households projected in the 2025 Population and Housing Census, is using Moda Moda products.

The brand has experienced growth, attributed to consistent sales of its black shampoo alongside the launch of new products. Originating with grey hair care shampoo, Moda Moda has expanded into easy grey hair coverage, scalp care, and volume care, which has broadened its sales base. The strategy of reaching consumers through diverse retail channels such as Olive Young, Daiso, and Costco has also contributed to sales growth.

Founded on the principle of 'new thoughts for hair', Moda Moda was the first in the industry to apply the principle of natural greying to hair care, presenting new possibilities for grey hair management. Continuous research and development efforts have strengthened its product competitiveness, with the recruitment of Professor Park Sung-young, an expert in polyphenols, as Chief Technology Officer (CTO) in 2023. In 2024, the company plans to launch its third-generation 'Zero Grey Black Shampoo 10', utilizing proprietary ingredients and hair coating technology.

The cumulative sales of its black shampoo line, which alleviates concerns about grey hair through natural greying, have reached 6.64 million units. With a repurchase rate of 70% and approximately 30,000 online reviews, it has secured consistent consumer demand since its launch, establishing itself as the brand's flagship product line.

This year, the 'One-Step Easy' series, focused on convenient grey hair management, is also contributing to sales expansion. The grey hair cover mascara 'One-Step Easy Hair Tattoo Brush', launched in January, has already surpassed 400,000 units sold, and the follow-up ‘One-Step Easy Cover Bubble Shampoo’ sold out its initial supply of 10,000 units provided to Olive Young. Both products are gaining attention as another popular lineup following black shampoo.

Furthermore, the achievements of the Daiso-exclusive product line priced competitively below 5,000 KRW have also been noteworthy. The 'Blue Biotin Scalp' line launched in 2025 has resulted in 720,000 units sold, with approximately 80% of sales occurring in Daiso's offline stores. The product categories show balanced performance with 310,000 units of 'Blue Biotin Scalp Shampoo', 150,000 units of 'Blue Biotin Scalp Gargle Scaler', and 120,000 units of 'Blue Biotin Scalp Capsule Treatment'. The shampoo has received positive consumer responses, with 96% of 3,486 reviews rating it 4 stars or higher.

Building on these successes, Moda Moda plans to expand its product range further. Last September, the brand introduced four products in the 'Volume Repair' line for hair root management across 1,300 Daiso locations nationwide, marking its second Daiso-exclusive line and enhancing its presence in the hair care market.

The diverse distribution strategy aimed at accommodating different consumer needs plays a significant role in the brand's growth. By considering pricing, functionality, and purchase convenience, Moda Moda is enhancing its visibility not only offline but also online, facilitating the successful market entry of new product lines.

CEO Bae Hyung-jin remarked, "Reaching 10 million cumulative sales is a testament to consumer trust in Moda Moda's technology and products. We aim to expand the hair care innovations that started in Korea into the global market, establishing ourselves as a leading K-hair care brand that can accompany the everyday lives of consumers worldwide."