The widespread use of GLP-1 medications is reshaping the haircare market. We're seeing new demands emerge that go beyond traditional functions like volume, scalp strengthening, and hair loss prevention.
GLP-1 Drug Expansion and Hair Changes
As GLP-1 medications from the semaglutide and tirzepatide classes (such as Ozempic, Mounjaro, and Wegovy) become more widely used, shifts in demand for haircare products are becoming apparent. Initially, the link between GLP-1 drugs and hair loss was anecdotal, but a recent study published in the British Medical Journal (BMJ) has confirmed an association between GLP-1 drugs and an increased risk of hair loss. According to the researchers, while the absolute risk is low, awareness of these potential side effects can help inform treatment decisions.
https://www.cosmeticsbusiness.com/stop-the-shedding-hair-care-is-entering-itsGLP-1 Drug Usage in the UK
영국 가구 GLP-1 사용 2.3%
영국 가구 GLP-1 사용 4.1%
영국 가구 GLP-1 사용 6.3%
The 'Reverse Trend' in the Hair Loss Care Market
As more people experience hair changes due to GLP-1 drug use, demand for haircare products that promote specific benefits like volume, hair strengthening, and hair loss prevention has grown. According to estimates from Worldpanel by Numerator, the UK hair loss product market grew by 32% in the year leading up to the end of August, a trend closely linked to the increased use of GLP-1 medications. In response to this market shift, Novo Nordisk, the manufacturer of Ozempic, recently announced its intention to enter the hair loss treatment market. The K-Beauty industry is also exploring new opportunities, focusing on developing products that emphasize natural ingredients and functional benefits.
K-Beauty 'Charts In' with Makeup Solutions Too
Beyond the shifts in the haircare market, K-Beauty is also gaining attention for innovative products in the makeup sector. In particular, the YOU NoutriWear+ Makeup Setting Spray, which is popular in the Southeast Asian market, is generating buzz by solving consumers' common complaint of "makeup melting off by the afternoon." This product helps set makeup without greasiness while adding a healthy glow to the skin, helping users achieve the dewy, radiant complexion often associated with "Korean women." Its fine mist provides a refreshing sensation to the skin and can be easily found on global platforms like Shopee.
“OMG! If you have problems with your makeup melting during the day, or it feels like your makeup just disappears, come here quickly! 🛑 Say goodbye to a greasy face that looks like fried food, because here it is, the YOU NoutriWear+ Makeup Setting Spray, the ultimate makeup locking spray, the real deal!”
— Thai Facebook community reaction (October 25, 2026)
The Future of K-Beauty: Focusing on Solving Consumer Concerns
The GLP-1 drug era is opening new opportunities for the K-Beauty haircare market, and practical makeup solutions are also receiving significant positive feedback in international markets. A scientific and practical approach to solving real consumer concerns will be a crucial driving force for K-Beauty's growth. We're keeping a close eye on K-Beauty's journey as it presents next-generation beauty solutions through ingredient and technology development.
