[Senior Trend] Increasing Concerns About Hair Loss

There was once a popular joke on the internet that on days when fallen leaves scatter everywhere, people start worrying about their hair as well. Due to seasonal changes, this concern also arises in spring, leading to a surge in related advertisements. Various remedies are suggested, such as washing hair at night, tapping the scalp like a massage, or using combs made from ox horns. There are even bold claims that the greatest invention for humanity will be hair growth medicine. Recently, actor Jeon Won-joo, in her 80s, appeared on a program called ‘Oh Eun-young Counseling Center’ and spoke proudly about her hair. Hair loss is one of the concerns among seniors, and this worry is spreading to younger generations as well. I searched online around Gangnam Station and found over 50 places related to scalp scaling, head spas, hair loss prevention, and hair concerns. These range from specialized scalp salons to additional services at regular hair salons. During the last presidential election, a candidate’s campaign even considered pledging to reduce the financial burden of hair loss medication for 10 million sufferers by including hair loss treatments under health insurance coverage.

Although the figures were exaggerated during the election, the actual population experiencing hair loss is steadily increasing. According to the Health Insurance Review & Assessment Service, alopecia refers to the absence of hair in areas where hair should normally exist, generally meaning the loss of terminal hair (thick, black hair) on the scalp. It is normal to lose about 50 to 70 hairs daily, but losing more than 100 hairs can be problematic. From 2018 to 2022, over approximately five years, about 250,000 people annually received health insurance-covered treatment for pathological hair loss, with medical expenses nearing 200 billion KRW. The number of patients continues to rise. The economic scale for products and care related to non-insured hair loss caused by aging or genetic factors is estimated to be around 4 trillion KRW (according to Market Link). The most common age group receiving treatment is people in their 40s (22.5%), with men accounting for 55.4% of cases.

Hair loss, once considered a concern mainly for middle-aged and older adults, has now expanded to include students preparing for exams and the elderly. Physical and mental stress, immune system abnormalities, nutritional deficiencies, and childbirth in modern society have led to thinning hair, receding hairlines, and reduced hair volume becoming more frequent. Seniors also want to maintain a youthful appearance longer as life expectancy and social activity periods increase. Consequently, interest and participation in the hair loss market span from young people to seniors. While previous senior generations relied on relatively simple methods like hair loss shampoos and topical medications (minoxidil), nowadays the market is more segmented and specialized. Products such as scalp ampoules, hair serums, and tonics include not only cosmetic items but also supplements like ‘beer yeast’ and professional scalp care shops, offering a wide range of options depending on needs and preferences. Prices vary widely.

Additionally, experts addressing hair loss concerns frequently appear on morning TV and radio broadcasts. They introduce nutritional supplements and dietary information aimed at preventing or stopping hair loss, targeting the senior demographic. Family medicine specialists explain the benefits of soy extracts and enzymes, and share domestic and international research on lifestyle habits that promote healthy hair. Senior-focused channels resemble home shopping broadcasts, featuring hairdressers demonstrating how to style with partial wigs. Just as we commonly see before-and-after comparisons of makeup or wrinkle cream application, dramatic presentations show the effects of taking hair loss supplements and wearing wigs. During a business trip to Japan, I found that upon taking the dedicated elevator to the senior floor in a department store, the wig shop was right there. The variety was impressive, from partial to full wigs, and from permed to dyed hair. Also, on TV, full wigs for women could be purchased through home shopping for about 180,000 KRW, suggesting that wigs are becoming popular in Korea as well.

Facilities for seniors are abundant around Jongno, including Tapgol Park, and recently, the content titled ‘Hair Loss Medicine Sanctuary, Jongno 5-ga’ has been widely circulated in various media forms. The main points are that affordable medicine and prescription costs are the reasons for its popularity, that both the 50s-60s and 20s-30s age groups suffer from hair loss, and that hair loss should be recognized as a disease requiring national support. Moreover, the number of shops offering scalp care is increasing daily. Customers range from students preparing for exams to office workers, with female seniors being the main clientele. Searching for ‘head spa’ on social media reveals related keywords like professional hair salons and scalp care, and on YouTube, videos related to comfortable relaxation and background music have garnered millions of views.

Haemo, a custom wig company, is famous for its “Please~” advertisement featuring actor Lee Deok-hwa. Their campaign series, ‘Confidence with Thick Hair Styles,’ claims that covering hair loss can bring external changes and styling that boost confidence. Among senior trends, grooming is increasingly becoming a form of personal expression and diversity, but having thick and healthy hair is not only about appearance but also connected to psychological well-being. In the United States, hair loss medications approved by the Food and Drug Administration (FDA) are being developed, and Japan and Europe are actively investing in research and new product development. Some places even use advanced scientific technology to measure and analyze individual head shapes and scalp conditions, promising an exciting future.

Lee Bo-ram, CEO of Third Age

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