KEMA Column
Hair care habits revealed through understanding Korean beauty standards.
"Why is it that Korean people's hair always looks so beautiful?" Have you ever wondered this? Translucent skin, natural shine, and an impression of meticulous care down to the last detail—it isn't a difference in genetics, but rather a difference in fundamental aesthetic consciousness and the daily habits born from it. Understanding Korean beauty standards reveals what is truly important in your daily hair care routine.
Korean "Aesthetic Consciousness" is about overall harmony, not just parts
In Korea, beauty is deeply rooted as a sense of overall harmony—encompassing the skin, hair, and one's presence—rather than focusing on "parts" like the eyes or hairstyle. Even if one part is glamorous, if the hair is dry, it is perceived as "unkept." Conversely, even without flashiness, if the whole is cleanly maintained, it is felt to be beautiful.
This "total grooming" approach is the core of Korean aesthetic consciousness. That is why hair care is approached with the same level of dedication as skincare. Hair is treated as, in a sense, a second skin that defines the majority of the impression around the face.
Aesthetic consciousness resides in "daily accumulation"
Another characteristic is that beauty is seen as a daily lifestyle habit, not a special occasion. Rather than receiving one expensive treatment, it is about observing one's hair condition every day and accumulating the necessary care little by little. The reason Korean hair care appears so meticulous is because it is "designed on the premise of continuity."
Beauty is not something you obtain suddenly one day; it exists beyond the daily repetition of an orderly grooming routine. ——This is also the very philosophy of KEMA.
Korean-style hair care habit ①: Start by conditioning the scalp
Korean hair care focuses on the scalp before the hair itself. It is the belief that healthy hair is born from a healthy scalp. Shampooing is not just a "task to remove dirt," but a scalp care session where you use the pads of your fingers to gently loosen the scalp and improve circulation. Great importance is also placed on rinsing thoroughly to ensure no residue is left behind.
Once the foundation is set, the benefits of treatments and oils are more easily absorbed. Starting from the roots up ultimately boosts the condition of the hair as a whole.
Korean-style hair care habit ②: Lock in moisture with damp heat
A concept that has gained particular attention in Korean hair care in recent years is damp heat. Rather than finishing only with dry, high-heat air, this approach combines appropriate moisture and heat to bring out manageability and shine while leaving hydration in the hair. Care incorporating steam towels or steamers is a prime example of this.
Instead of drying hair completely with heat, it is styled while balancing moisture levels. This, too, reflects an aesthetic consciousness that values "equilibrium."
Korean-style hair care habit ③: Protect shine with leave-in care
Leave-in treatment is essential for finishing. By applying oil or balm mainly to the ends after towel-drying or before styling, you protect the hair from dryness, friction, and the heat of the hair dryer. It also acts like "armor" to shield the hair from daily UV rays and dry air.
In Korea, it is standard not to skip this extra step. It's not just about applying it and finishing; you adjust the amount based on that day's hair condition—this level of attention is what creates that dewy-looking shine.
What are the currently popular hair care products in Korea? The latest trends
Supporting these habits are hair care items that are evolving daily in Korea. Among them, the rankings of OLIVE YOUNG, Korea's largest health and beauty store, act like a mirror reflecting what is currently being chosen locally. Here, we introduce popular, classic Korean hair care products by category.
UNOVE Deep Damage Treatment EXNo. 1 for 4 consecutive years — An OLIVE YOUNG staple
A long-selling product that has remained at the top of the OLIVE YOUNG treatment category for years. It enjoys immense support in Korea as an intensive care product that makes even highly damaged hair smooth and manageable just by leaving it on for a few minutes in the bath. The "go-to" item if you're unsure what to choose.
mise en scène Perfect SerumThe definitive bestseller in Korean hair essence
A representative product that has long boasted top-class sales in the Korean hair essence/oil market. Formulated with several types of plant oils including argan oil, it provides shine and manageability through leave-in care. A classic Korean staple for habit ③ "leave-in care."
LaboH Scalp Strengthening ShampooA top-tier favorite in the OLIVE YOUNG shampoo category
A long-standing favorite in the upper ranks of the OLIVE YOUNG shampoo category as a scalp shampoo that addresses hair loss and scalp concerns. An item that embodies habit ① "conditioning the scalp," chosen by those who want to grow healthy hair from the roots.
KUNDAL Honey & Macadamia ShampooSNS popular for 20+ fragrance variations
A brand that has gained popularity centered on social media for its abundant fragrance variations. It is appealing for its designs that lift your mood just by placing them in the bathroom and its salon-like fragrance projection. It embodies the characteristically Korean idea of "enjoying daily care through scent."
moremo Water Treatment Miracle 10A staple for time-saving care
A popular time-saving treatment known for the ease of simply applying and rinsing after just a few seconds. It has become a staple as the perfect item for the Korean habit of valuing "sustainability"—not skipping care even on busy days.
Looking at the lineup, it is distinctly Korean that the purposes—damage repair, scalp care, fragrance, and time-saving—are clearly divided. The aesthetic consciousness of "maintaining the whole" and "continuing daily" is directly reflected in product selection.※Popularity and rankings fluctuate depending on the time of year and location.
KEMA inherits the Korean aesthetic consciousness
"Overall harmony," "daily accumulation," and "equilibrium of moisture and heat." KEMA is the embodiment of these Korean aesthetic values within its very formulations. KEMA stands for order, equilibrium, harmony, and an uncompromising quality-oriented approach (Advanced · Quality · Oriented).
Rather than finishing by just coating the surface of the hair, we use advanced liposome technology to deliver necessary ingredients to the deepest parts of the hair, repairing the internal bonds lost to damage. We have given shape to the "condition from within" philosophy cherished by Korean aesthetic standards through the precision of science.
Take just a little extra care with your daily hair care routine. That accumulation is the shortest path to achieving healthy, radiant shine just like the people in Korea.
For your daily habit. KEMA's popular items
Finally, we would like to introduce popular KEMA items that allow you to incorporate the Korean habits ①–③ we have looked at into your daily routine exactly as they are. Conditioning from the scalp, protecting moisture, and infusing shine—that entire process can be completed with KEMA alone.
KEMA Scalp Shampoo
★★★★★ 7 reviews
For habit ① "conditioning the scalp." Cleanses sebum and dirt effectively while retaining necessary moisture. A scalp care shampoo that leads to a light, airy finish from the roots.
¥9,020 (tax included)
KEMA Penta S Oil
★★★★★ 7 reviews
For habit ② "damp heat care." A heat-compatible oil easily incorporated before or after heat styling. Protects from heat while providing elegant shine and a silky-smooth touch.
¥5,940 (tax included)
KEMA Miracle Bond BalmMost Popular
★★★★★ 5 reviews
The star of habit ③ "leave-in care." A high-repair, leave-in treatment that rebuilds hair damaged by coloring or perms from the inside out.
¥4,290 (tax included)
KEMA Leave-in Balm
★★★★★ 5 reviews
A light, leave-in treatment that blends in effortlessly without weighing hair down. Smooths dryness and frizz for natural shine. Perfect for daily use.
¥5,500 (tax included)
Starting today, incorporate the "conditioning habits" cherished by Korean beauty standards into your own daily life. Please start with the product that interests you most.
KEMA hair care, conditioning from the depth of your hair
From scalp care to leave-in treatment. Update your hair care habits starting today.
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