Modamoda Evolves with 2nd Generation Shampoo... Accelerates Expansion into Europe

Second Half Business Strategy Announcement and New Product Launch
New Browning Product 'Zero Gray Black Shampoo'
Cosmetic Safety Recognized in Strict European Market
Expansion into Global Markets Including the US and Japan

Modamoda unveiled its second-generation shampoo, ‘Zero Gray Black,’ which adds a hair coating effect to the existing ‘color-changing shampoo,’ enabling damaged hair care, and declared a new vision as a ‘global lifestyle’ brand. The company expressed its ambition to accelerate expansion into overseas markets such as the United States, Japan, and Europe, and to extend its product range beyond shampoo to skincare.

Bae Hyeong-jin, CEO of Modamoda, is presenting the management strategy at the Modamoda business strategy announcement and new product launch press conference held on the 26th at the InterContinental Hotel COEX in Gangnam-gu, Seoul.
[Photo by Modamoda]

According to the beauty industry on the 26th, Bae Hyung-jin, CEO of Modamoda, held a press conference at COEX in Gangnam-gu, Seoul, with R&D center staff to announce the second half business strategy and new product launch.

The second-generation color-changing shampoo, Modamoda Zero Gray Black, introduced that day, combines a new polyphenol ingredient called ‘Black Change Complex EX’ with a hair coating effect, making it a multi-care product capable of covering gray hair, providing solid scalp care, and repairing damaged hair.

CEO Bae emphasized that the product has completed registration with the European cosmetic registration system CPNP and received an Excellent rating from Germany’s Dermatest, confirming its safety. He said, “We applied to Germany’s Dermatest in 2019 but failed. We couldn’t even submit the application due to the ingredient THB, but this time we received an Excellent rating, which means the safety and sensitivity are comparable to sanitary pads.”

Modamoda was previously embroiled in controversy over safety risks when the Ministry of Food and Drug Safety announced last year that ‘1,2,4-trihydroxybenzene’ (THB), the key ingredient in Prochange Black Shampoo, would be designated as a prohibited ingredient in cosmetics.

In response to reporters’ questions on whether they had decided to give up the THB ingredient, CEO Bae replied, “We are still waiting for the final opinion from the Consumer Organizations Council. Once the final opinion is out, we will respond accordingly.”

He added, “The Zero Gray Black shampoo we are launching this time contains the new polyphenol ingredient Black Change Complex EX with a hair coating effect and does not contain the THB ingredient.”

Modamoda plans to fully launch its global expansion starting with the new product release. After entering the U.S. Amazon mall, the color-changing shampoo sold out within just 24 hours, marking a successful debut in the largest hair care market, the United States. Last month, the company launched a new product on Japan’s Asahi TV home shopping channel, recording sales of over 2,500 units, and established partnerships with institutions and companies in Brazil and Poland, laying the groundwork for entry into the South American and European markets.

Modamoda developed the world’s first natural color-changing shampoo formula using the ingredient polyphenol in 2021, establishing itself as a leader in the domestic gray hair shampoo industry. Within two years, it has expanded into major global markets including the United States, China, Taiwan, Singapore, Southeast Asia, and Japan, actively operating in the global market.

CEO Bae said, “We take great pride in having brought a new paradigm to the shampoo industry through the development of the innovative color-changing shampoo technology that did not exist before. As a brand that started from innovation to solve everyday inconveniences, Modamoda will not only expand its business areas such as hair and skincare but also transform into a company that helps people’s lifestyles with ‘different thinking for everyone.’”

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