Amorepacific Reveals Innovative Hair Longevity Research at World Congress of Hair Research 2026

Amorepacific announced on the 10th its participation in the World Congress of Hair Research (WCHR 2026), held from May 28 to 31 at COEX in Seoul, where it unveiled research findings related to hair quality mechanisms and its 'Hair Longevity' initiative. This gathering convened experts from various countries, highlighting the global interest in advancing hair health solutions.

Typically, as age advances, hair loses volume, becomes thinner, and is more prone to breakage, complicating consumer concerns surrounding hair loss and damage. Existing hair care solutions mainly focus on post-damage recovery or surface-level coating. Amorepacific aims to shift this paradigm; its R&I Center posits that the quality of hair begins at the initial formation stage, rather than at the point of visible damage.

The research indicates that even among visually similar strands, key structural elements are influenced by age, suggesting that the attributes of hair are not solely the result of accumulated external damage but are determined by structural characteristics from the early developmental stages. This insight opens new avenues for preventive hair care, suggesting a model that maintains robustness, shine, and volume over time rather than relying on temporary fixes.

Furthermore, the R&I Center's collaboration with Professor Seong Yeong-gwan's research team at Kyungpook National University has led to the identification of critical factors influencing hair structure formation. Manipulating these factors has demonstrated potential alterations in hair structure, suggesting they may play a role beyond mere aging indicators—implying a direct impact on the quality of hair over its lifecycle.

In a significant advancement within the active peptide research sector, Amorepacific has allied with global leading ingredient supplier Croda to develop an optimal peptide ingredient, 'GROW-PEP™', inspired by scalp structure. This formulation aims to foster healthier hair structures from the onset of hair formation, illustrating a proactive approach to hair health.

According to Seo Byeong-hwi, CTO of the R&I Center, this research's implication lies in identifying key factors that determine quality before visible external changes occur, aligning with Amorepacific’s broader vision of a 'Holistic Longevity Solution.' The company pledges to deepen biological research at the follicular level, ensuring that the health of hair is preserved over an extended duration through its ongoing 'Hair Longevity' initiatives.

This groundbreaking research not only enriches Amorepacific's product portfolio but also signals a shift in the hair care industry's focus toward preventive measures that prioritize long-term health. Such approaches are essential for fostering competitive differentiation within the ever-evolving landscape of K-beauty, setting a new standard for product development and consumer engagement.