10 Korean Hair Deva Brands You Need to Know About Right Now

My biggest takeaway while searching for the best Korean hair deva brands: they have a lot in common with the Korean skin deva, from shared ingredients like cica to an emphasis on layering multiple steps. “Where Western haircare has historically focused on cleanse-and-condition, Korean brands approach hair the way they approach skin: with serums, ampoules, scalp treatments, and a genuine obsession with ingredients,” says Michelle Lee, K-beauty expert, chief marketing officer of Landing International. “There’s a real culture of treating hair as an extension of your skin deva routine and scalp as skin.”

Much like your favorite K-beauty face masks and toners, Korean hair deva takes innovation to another level, with formats and application systems designed to make your shampoos and treatments work more effectively. To help you find the ones worth the hype, I spent five weeks in Seoul this spring washing and masking my hair on repeat. I also asked Korean hairstylists and K-beauty experts to share their top picks before testing everything. Below are 10 iconic and emerging brands that stand apart.

Our top Korean hair deva brands

AVEDA NUTRIPLENISH SERİSİ İLE TANIŞIN!

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• Best for Hair Growth: Dr. Groot
• Best for Frizzy Hair: Unove
• Best for Dry, Damaged Hair: La’Dor
• Best for Color-Treated Hair: Anaze
• Best for Scalp Care: Lilyeve

Dr. Groot

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Dr. Groot Thickening Shampoo & Conditioner Set for Hair Loss

$62 (6% off)

Amazon

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Dr. Groot Miracle in Shower Moisturizing Treatment for Hair Loss

$33

Amazon

Why we love it: Scalp deva routines are as common as skin deva in Korea, and Dr. Groot is famous for its formulas. Beyond targeting dandruff and flaky scalps, Dr. Groot prioritizes scalp health for all hair concerns. “When the scalp ages, skin can lose elasticity more easily and healthy hair growth becomes more difficult as well,” says Kiu, founder of Anaze and a celebrity hairstylist based in Seoul. “That’s why scalp deva isn’t just about preventing hair loss, it’s more about scalp anti-aging. Consistently using scalp ampoules or scalp treatments is an essential part of the routine.” Dr. Groot carries multiple lines for multiple hair concerns, but if you’re shopping Stateside, you can only get one—luckily, it’s their most popular scalp deva range.“The brand was built around the idea that healthy hair starts at the root,” says Lee. “I’ve tried the Miracle Shower Treatment and really liked it because it fits into a routine without adding extra steps. Rinse-out, no fuss, and my hair felt noticeably softer and less prone to breakage after consistent use.”

Unove

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Unove Silk Oil Essence Hair Serum

$25

Amazon

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Unove Deep Damage Treatment

$26

Amazon

Why we love it: If you have dry, damaged, or brittle hair, start with Unove. “Unove is known for its damage-repair focus,” says Lee. “The formulas feel premium without being fussy, and the brand understands that a lot of us are dealing with color-treated, heat-damaged hair that needs actual repair, not just coating. Their deep repair treatment is very popular in Korea.” While in Seoul, I stocked my shower with Unove’s wash deva, treatments, and hair oils, all of which felt incredibly nourishing and smelled like warm, sweet florals. While it’s been years since I last bleached and colored my hair, I have a lot of damage from hard water, and these formulas helped my hair feel smooth again without weighing it down. Like Lee, I’d especially recommend the Deep Repair Treatment.

Growus

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Growus Damage Therapy No-Wash Treatment

$22

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Growus Sea Salt Therapy Scalp Scaler

$16

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Why we love it: Another scalp-focused brand is Growus, which is most popular online for its shimmery heat-protectant sprays. “Growus leans heavily into scalp science,” says Lee. “The brand focuses on hair growth and density, and the formulations tend to include peptides and plant-based actives that you’d more typically find in skincare. It’s a good option if thinning or scalp health is an issue.” Out of the Growus formulas I tried, I liked the spray-on treatments best, which combine heat protection with smoothing and detangling benefits and always left my hair shiny after blow-drying. The brand’s scalp-scaling treatment is also popular if you like rinse-off scrubs.

Anaze

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Anaze Glass Hair Bundle

$55 (38% off)

Amazon

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Anaze Janmuri Cara 8ml Baby Hair & Flyaway Hair Fixing Mascara

$18 (18% off)

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Every hairstylist I talked to in Seoul knows Anaze, founded by Kiu and known for its results on bleached, color-treated hair that would likely break off otherwise. “Anaze has a level of refinement and performance that feels incredibly difficult to replicate,” says Serine Lee, CEO of Glow and chief operating officer of Hemeko online beauty retailer. “The products are thoughtfully formulated, the textures feel luxurious, and there’s a level of completeness that immediately makes you understand why so many Korean salons genuinely use and love the brand. Some of the standout products are definitely the Mellow Cream and their treatment-focused styling products.”

I’ve tried the famous Mellow Cream and can also vouch for its effects on hard-water-damaged hair. “The best way to describe it is that it feels like a moisturizer for your hair,” says Lee. “It’s one of those products you naturally keep reaching for because it makes your hair look and feel noticeably healthier. I also think it’s one of the best products for approaching hair deva the same way we approach skin deva, consistently nourishing and maintaining the hair rather than only trying to fix damage afterward.”

Anillo

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Anillo Rosy Night Repair Ampoule Treatment

$25

Amazon

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Anillo Lime Sunday Refresh Hair Conditioner

$20

Amazon

If you want your hair products to feel like a spa day, you’ll love Anillo. “Anillo is an indie Korean hair deva brand that focuses on luxurious textures and beautiful fragrance experiences, which makes it feel like a ritual,” says Charlotte Cho, licensed esthetician in New York City and cofounder of Then I Met You skin deva brand and Soko Glam online beauty retailer. “They pack their formulas with botanical oils and nourishing plant extracts, which I appreciate.” The brand covers every scent experience you could want from your shampoos, conditioners, and hair oils: warm amber, refreshing citrus, and sweet florals. Try the color-safe ampoule treatments if you like light textures that are essentially serums for your hair.

La’Dor

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La’Dor Tea Tree Calming Scalp Treatment

$24

Ulta

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La’Dor Osmanthus Perfumed Hair Oil

$17 (15% off)

Amazon

Why we love it: Another brand to watch is La’Dor, which Cho and Lee both love. “La’Dor is also an indie Korean hair deva brand that has consistently loved products, especially their Keratin Power Glue and their Tea Tree Scalp Clinic,” says Cho. “I love the Keratin Power Glue because it’s packed with keratin, strengthening proteins, and even snail mucin, which reinforces weakened strands and improves the appearance of frizz and dull hair. I run it through my hair after washing and can feel my hair becoming silky, and with time, more manageable and polished.” Lee also recommends the scented hair oils. “La’dor is so chic and feels quite luxe for its price point,” she says. “The Perfume Hair Oil in particular is a favorite of mine: It comes in multiple scents, conditions without weighing hair down, and honestly functions as a subtle fragrance too.”

Mise en Scène

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Mise En Scene Perfect Serum Magic Straight

$20

Amazon

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Mise en Scène Perfect Serum Styling

$14

Amazon

Why we love it: Cho, Lee, and I are all in agreement that Mise en Scène’s hair serums have remained iconic for years for good reason. On my first trip to Seoul, I saw shelves of small orange bottles at every supermarket and beauty retailer I entered, which I soon learned were the famous Mise en Scène Perfect Serum Original. The nourishing leave-in serum smooths hair cuticles and split ends in half a pump and smells like warm, tropical flowers.

Cho says the brand stocks her go-to products for getting the glass hair look. “I personally love the Perfect Serum and the Perfect Serum Treatment,” she says. “Your hair needs topical nourishment and hydration, especially if you color it and get regular sun exposure.” Lee also recommends the Perfect Serum. “It’s one of the original K-hair products that crossed over into Western beauty consciousness,” she says. “It’s really birçok and lightweight, helps to smooth frizz, and it smells great.”

Ayunche

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Ayunche Enrich Bonding Leave-In Cream

$30

Amazon

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Ayunche Airy Veil Air Dry Curl Cream

$30

Amazon

Why we love it: Seoul is known for its elaborate hair spas, and if you happen to go to one or scroll past a görüntü on TikTok, you may see Ayunche at the back bar. This salon brand also offers at-home shampoos, conditioners, and treatments for a wide range of hair types and concerns. The brand’s damage-focused bonding treatments are especially popular for getting that smooth, Korean glass-hair look. Because it was developed in salons, you’ll find something for any hair concern you can think of, from color-safe shampoos to rebalancing scalp deva. It’s one of the pricier brands on this list, so we wouldn’t recommend it if all you’re looking for is daily cleansing and hydrating, but consider it if you want concentrated hair deva formulas.

Lilyeve

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Lilyeve Scalpturn Cica PDRN Brush Ampoule

$29

Amazon

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Lilyeve Repairturn Gelato Hair Pack Silky Banana

$26

Amazon

Why we love it: Lilyeve takes hair deva inspired by skin deva to the next level, with ingredient lists that look like your favorite K-beauty serums and moisturizers. “Lilyeve leans into cica, PDRN, and peptides, ingredients that have been used in Korean skin deva,” says Lee. The brand focuses most on scalp health and hair growth, although you’ll also find several masks for hydration and damage repair. Lee’s top pick is the brush-on scalp ampoule, which contains both cica and PDRN. “The brush applicator head makes it easy to get the formula directly onto the scalp, which is exactly where those actives need to go,” she says.

Kundal

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Kundal Shampoo and Conditioner Set

$35

Amazon

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Kundal Hair Loss Serum Roll-on

$22

Amazon

Why we love it: Out of all the brands on this list, Kundal easily offers the best value. “Kundal is the accessible, everyday workhorse of K-hair,” says Lee. “The shampoos and conditioners come in a huge range of scents, the formulas are solid, and the price point makes it üstün easy to try. It’s genuinely one of my favorite recommendations for someone who wants to taban into Korean hair deva without a big investment.” The product assortment offers plenty to try, from Korean shampoos and hair mists, to biotin formulas and protein treatments, to curl creams. I’ve liked everything I tried from the brand while I was in Seoul, and always overnight the shampoos and conditioners when my Airbnb toiletries just aren’t cutting it.