Bottoms up: LG H&H’s Dr. Groot brews up microbiome-friendly shampoo to mitigate hair loss
Dr. Groot is owned by South Korean conglomerate LG Household & Heath Care (LG H&H) that specialised in managing hair loss symptoms. According to the firm, Dr. Groot has been the top anti-hair loss brand in Korea for four consecutive years.
The latest in its line-up is the Microbiome Beer Yeast range, which consists of a shampoo and a treatment. The products claim to balance the microbiome, hence reducing symptoms such as scalp dryness and itchiness.
This range was developed for use especially during the changing seasons when the scalp tends to be more sensitive and prone to hair thinning.
The new range of products contain seven types of pre and probiotics, including lactic acid bacteria and brewer’s yeast.
Specifically, this product contains 29,000 ppm of Beer-Vital Complex, which consists of German brewer's yeast extract and 25 scalp nutrients.
It also contains beta-hydroxy acid (BHA) to clear the scalp of dandruff and dead skin and leaves users with a refreshing feeling after use.
LG H&H noted that brewer’s yeast was rich in biotin, provitamins, and proteins. It cited that brewer’s yeast was the “secret ingredient” to the shiny and abundant hair of Carlsberg brewery workers in Germany back in the 1970s.
According to the firm’s own consumer study, using the shampoo alone can improve the moisture content of the scalp by 23% in seven days. Additionally, it was also observed to improve scalp itchiness, with 100% of volunteers reporting satisfaction with itch-relief.
The brand held its first sale event to promote the new range on online platform GS Shop and managed to break its own sales record.
Aside from GS Shop, the new Microbiome Beer Yeast range can also be found on online marketplaces such as Gmarket and Lotte Mart.
Dr. Groot’s Microbiome Beer Yeast range follows the launch of the Addict Kiss Edition, a gold-infused hair care range developed to commemorate the fifth anniversary of the brand.
The three-piece range contains 35,000ppm of gold-protein as well as biotin, caffeine as well as prebiotics and parabiotics.
According to the company, this formula was tested on 24 subjects and in six weeks, it helped to reduce hair fall by 77%.
Hair loss and greying hair are among the biggest hair concerns for Korean consumers and they are seeking out effective solutions that are backed by science.
LG H&H has been ramping up its hair care offers in recent times to meet this demand. In May, it launched a shampoo that conceals grey hair under another hair care brand, Re En.
According to data from Nielsen Korea, it managed to rank at the top among all shampoo and conditioners from May to June, taking market share of 5.9%.
The success of Re En’s grey hair concealing shampoo also prompted the firm to release a similar product under the Dr. Groot label