Refilled Expands K-Scalp Care Presence in North America and Beyond

Refilled, a hair and scalp care brand under the leadership of CEO Jeong Geun-sik, announced on the 6th that it has initiated its entry into the US market through Ulta Beauty, marking a significant milestone in its global expansion strategy. The brand is experiencing a surge of interest from various global retail channels and partners, indicating robust commercial potential in regions beyond North America.

According to the Korea Customs Service, the export value of hair care products from the domestic cosmetics industry reached $478.17 million last year, reflecting a 15.7% increase year-on-year and hitting an all-time record. This growth can be attributed to the emergence of the 'skinification' trend, which treats scalp and hair with similar care as skin, thus fueling increased demand for scalp care products worldwide.

In light of this trend, Refilled is leveraging its entry into 600 Ulta Beauty locations as a launchpad for further market penetration in Europe, India, and Hong Kong. The company aims to establish a replicable growth structure centered on North America while concurrently undergoing certification processes for European market entry and exploring discussions with various global retail partners for phased expansion.

Notably, Refilled has already demonstrated its global competitiveness by ranking first in the Hair Regrowth category on Amazon North America. A number of its products have been recognized as 'Amazon's Choice' and consistently receive high ratings, underscoring the brand's swift establishment within the North American market. Following the introduction of its innovative scalp care solutions, which integrate AI scalp analysis technology with the proprietary ingredient cADPR at CES 2026 earlier this year, Refilled has witnessed a cascade of inquiries from international buyers and B2B partners.

An illustrative example of its growing recognition occurred during the 2025 APEC summit when a secretary from the Indonesian ambassador personally visited the headquarters to purchase bulk quantities of Refilled products, including the 'Booster Pro.' This incident illustrates the brand's trust and sustained appeal in the international arena, indicating a shift from temporary use to ongoing, voluntary consumption.

Refilled's positive reception in overseas markets can be attributed to its positioning as a 'problem-solving solution brand,' in contrast to conventional hair care products. The brand has built consumer trust by incorporating over a million scalp data points into its product design and utilizing cADPR, a compound developed by Dr. Yang Mi-kyung, who has dedicated 30 years to research. This has positioned Refilled favorably among consumers in the early stages of hair loss, those with sensitive or troubled scalps, and customers who prioritize ingredients and clinical efficacy.

A representative from Refilled stated, "The K-beauty craze is expanding beyond skincare into scalp care, with a growing demand for functional and clinically-based products in the global beauty market. There is increasing interest in hair care brands that possess proven efficacy. We are committed to solidifying our positioning as a K-scalp care brand based on scientific data as we aim to lead in the global market."