Since its launch in March 2017, the LG Household & Health Care (LG H&H)-owned brand has reportedly claimed the top-seller spot in South Korea for its hair loss shampoo for seven consecutive years.
Dr.Groot recently introduced the second generation of its best-selling Microbiome hair care range. The new line, called Microbiome BioExosome, is said to be an upgraded version with improved formulas.
This series consists of four products, namely a shampoo, conditioner, ampoule treatment, and hair tonic, which are targeted at the root of hair loss problems — the scalp environment.
“The Microbiome BioExosome line can fundamentally manage the scalp environment and improve various problems regardless of scalp type, such as oily or dry. It will provide a differentiated experience to consumers who want to prevent hair loss symptoms ahead of time by taking good care of their scalp health,” the brand said.
For instance, the new shampoo is formulated using the brand’s proprietary BioExosome technology that incorporates 40,000 bee pollen exosomes and 100million CFU of lactic acid bacteria fermented lysate.
The Microbiome BioExosome conditioner is a silicone-free product that contains biotin capsules, patented moisturising and nourishing ingredients for the scalp, and three types of hyaluronic acid, which work together to promote a healthy environment for hair growth.
Other ingredients include 17 types of amino acids, microproteins, and other nutrients to create soft and shiny hair “as if a treatment product were applied”.
A human application test found that a three-step routine comprising the shampoo, conditioner and tonic was effective in solving five scalp problems caused by environmental factors — scalp flaking, excessive sebum, dryness, itchiness, and redness.
In particular, the shampoo was shown to enhance the scalp’s defence against external stimuli, such as hot dry air and UV rays, and strengthen the scalp barrier within two weeks of use.
The Microbiome BioExosome range is available at online platforms, including Dr.Groot’s official website, Coupang, and Naver, as well as offline stores such as Emart.
Beauty solutions for climate change
On March 19, LG H&H held a seminar focusing on “climate-adaptive beauty” in Seoul.
Approximately 100 people, including local and foreign climate experts, dermatologists, cosmetics industry players and beauty influencers, were in attendance.
The event served as a forum for discussion on the impact of the rapidly changing climate environments, such as heat waves and severe cold, on the skin.
It also sought to connect climate change and beauty industry stakeholders, and push the development of new beauty solutions to prepare for environmental factors that cause skin irritation and accelerate ageing.
Prof Jeong Su-jong from Seoul National University’s Graduate School of Environmental Studies, who was one of the speakers at the seminar, said that the climate crisis is a reality that will become a “new standard” to take into consideration for all consumer goods.
“Companies must strive to conduct scientific research and develop innovative technologies in line with the needs of consumers that have evolved due to climate change,” he emphasised.
At the conference, LG H&H presented its climate-adaptive cosmetics innovations by its skin care brand Belif.
“Our skin is directly exposed to extreme climate environments that have become commonplace across the globe. We will spur R&D for climate-adaptive beauty solutions that can intuitively adapt to changes caused by global warming, as well as sustainable beauty solutions that benefit the environment,” said the company’s Cosmetics Research Institute Director Son Nam-seo.
Additionally, Belif operated an experiential zone at the event, where attendees could experience its “Aqua Bomb – Frozen” product — a moisturising cream that alleviates swelling caused by heat and addresses pore concerns.
The product is set to debut at local health and beauty retailer major Olive Young next month, while its launch on Amazon US is also on the horizon.
