Refilled, a scalp and hair care brand founded by Jeong Geun-sik, has announced its official entry into the North American market through a partnership with Ulta Beauty, which commenced on October 5.

This milestone marks a significant step, as the brand not only aims to tap into North America but also gears up for expansion into various global distribution channels, including Europe and India, highlighting a robust global outreach strategy.

According to the Korea Customs Service, the export value of hair care products from Korea reached $478.17 million last year, representing a 15.7% increase year-over-year and setting a historical record.

This surge reflects a growing global trend towards 'skinification'—a term denoting the treatment of scalp and hair with skincare-quality products—thereby driving up demand for specialized scalp care solutions.

In this evolving landscape, Refilled intends to leverage its entry into over 600 Ulta Beauty locations across the United States as a springboard for exploring the European and Indian markets, thus solidifying its status as a leading K-scalp care brand.

The company plans to take a phased approach, focusing initially on certifications needed for entry into Europe while discussing potential collaborations with various global distribution and partnership avenues in North America and beyond.

Refilled has already showcased its competitive edge by securing the number one position in the Hair Regrowth category on Amazon North America, affirming its strong global positioning.

Several of its products have been recognized as 'Amazon’s Choice' and consistently receive high ratings from customers, allowing Refilled to rapidly establish its brand reputation within the North American market.

Additionally, the unveiling of an innovative scalp care solution that integrates AI-driven scalp analysis technology and its proprietary ingredient cADPR at the CES 2026 has attracted significant interest from foreign buyers and B2B partners.

A notable interaction occurred during the 2025 Asia-Pacific Economic Cooperation (APEC) summit, where the secretary to the Indonesian ambassador personally visited Refilled's headquarters to procure bulk orders of the brand's offerings, including the 'Booster Pro.

' This episode underscores not only the brand's growing recognition globally but also indicates consistent, engaged consumption rather than mere transactional purchases.

Refilled's external success can be primarily attributed to its strategic focus on positioning itself as a problem-solving solution brand, setting it apart from conventional hair care products.

The brand's offerings leverage a novel ingredient, cADPR, developed by Dr.

Yang Mi-kyung after 30 years of research, alongside more than a million data points on scalp conditions, thereby providing a multifaceted solution to hair loss concerns.

This scientific approach resonates particularly with consumers experiencing early-stage hair loss, sensitive scalps, and those who prioritize ingredient integrity and clinical efficacy.

A spokesperson for Refilled noted, "The K-beauty phenomenon is extending beyond skincare to scalp care, with a significant rise in demand for functional and clinically-backed products in the global beauty market.

Our goal is to reinforce our positioning as a K-scalp care brand underpinned by proven product efficacy, moving beyond mere functional offerings to lead in the global market based on scientific data.

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This approach aligns perfectly with the rising consumer preference for data-driven, efficacious products, indicating that Refilled is well-positioned to capitalize on emerging trends in the global beauty landscape.