Shinsegae International's 'Roybi' Enters Hair Loss Shampoo Market

Roybi hair loss shampoo and body care products. (Photo by Shinsegae International)

[Asia Economy Reporter Seungjin Lee] Shinsegae International's own brand Roybi announced on the 29th that it is entering the hair loss shampoo market by launching two types of functional products for alleviating hair loss symptoms, ‘Daily Refresh Anti-Hair Loss,’ targeting the MZ generation (Millennials + Generation Z).

With the rapid increase of young people experiencing hair loss but no products meeting the high standards of the MZ generation, the strategy is to capture the market with hair loss shampoos that feature premium ingredients and fragrances.

To capture the hair loss market among young people, Roybi conducted a survey in the first half of last year targeting 200 employees in their 20s and 30s who are highly interested in hair loss. The top complaint about existing hair loss products was their ordinary scent, and the most important factors when purchasing products were functionality and ingredients.

Accordingly, Roybi aimed to differentiate its products by using good ingredients to achieve excellent functionality and by offering a luxurious fragrance comparable to perfume.

Roybi’s ‘Daily Refresh Anti-Hair Loss’ two types (shampoo and conditioner) contain a black food complex made from black soybean, black rice, and black sesame extracts, which provide nutrition to hair and scalp. In particular, instead of purified water, mineral-rich clean deep ocean water from Gangwon Province and birch sap are used to capture the healthy vitality of nature.

The shampoo contains salicylic acid, which effectively breaks down scalp keratin, and niacinamide, which activates energy, enabling intensive scalp care. The conditioner contains panthenol and sunflower seed oil, which provide double moisture to damaged hair strands. All products have been certified by the Ministry of Food and Drug Safety as functional products for alleviating hair loss symptoms.

Roybi incorporated premium aroma essential oils sourced from around the world into the products. Since existing hair loss prevention shampoos often have strong herbal or menthol scents that many in their 20s and 30s find burdensome, various ingredients were blended to develop the fragrance. When using the shampoo, users can feel the scents of peppermint and rosemary, followed by grapefruit and juniper berry.

Along with the functional hair loss symptom relief hair products, Roybi will also launch 10 types of body care products including body wash and body lotion. To celebrate the launch of hair and body care products, Roybi will hold a special live broadcast on Naver Shopping Live from 8 PM on the 29th. Discounts of up to 50% will be offered during the broadcast.

A Roybi official from Shinsegae International said, “Before the official launch of the hair loss prevention products, customer reviews of the samples exceeded 800, and inquiries about the full products have continued without pause, showing a very positive response,” adding, “We will actively carry out marketing and sales activities so that Roybi will be the first brand that comes to mind for MZ generation hair loss shampoos.”

This content was produced with the assistance of AI translation services.