UNOVE, a leading K-haircare brand, announced on the 10th that it has been awarded first place in the damaged hair care category at the '2026 Brand Customer Loyalty Awards' organized by the Korean Consumer Forum. This achievement underscores the brand’s competitive strength, validated by consumer choice.

The Brand Customer Loyalty Index (BCLI), developed collaboratively with BrandKeys, a renowned U.S. market research firm, provides a robust framework for assessing brand loyalty. BrandKeys is recognized globally for its customer loyalty consulting, having served over 1,100 global companies across 36 countries, including Samsung Electronics, Apple, and Hyundai Motor Group.

This year's evaluation involved over 380,000 participants, who contributed to more than 1.96 million assessments across five criteria: brand trust, brand attachment, repurchase intent, recommendation intent, and switching intent. UNOVE's stellar performance in the damaged hair care category illustrates its strong consumer loyalty.

UNOVE excelled in all assessed categories, particularly gaining significant recognition in the recommendation and switching intent segments. This strong showing indicates that customer satisfaction with product efficacy translates into repeat purchase behavior and trust in the brand.

The brand's flagship products, the Deep Damage Repair Hair Mask and Silk Hair Oil, have differentiated themselves in the market through superior formulation, garnering a high preference and repurchase intention among consumers aged 20 to 30. This has fostered a solid customer loyalty base, a key asset in today’s competitive landscape.

This accolade is particularly timely as the K-beauty segment continues to expand its influence globally. UNOVE reaffirms its role as a premier hair care brand in Korea, leveraging the trust it has built among domestic consumers as it broadens its outreach to international markets, sustaining robust growth.

A representative from UNOVE stated, "This award holds special significance as it stemmed from consumer participation in the voting and evaluation process. We aim to deepen our connection with customers through authentic and distinctive product offerings, ensuring we reach more consumers effectively." This commitment signals a forward-thinking approach to brand loyalty, focusing on engagement and consumer relationships.