LG Household & Health Care is accelerating its push into the North American beauty market as its premium scalp-care brand Dr.Groot enters major offline stores operated by global beauty retailer Sephora.
Dr.Groot recently launched its products in around 90 key Sephora locations across the United States, installing dedicated “Hair Tower” displays featuring its flagship SRS (Scalp Revitalizing Solution) line.
The move comes ahead of the brand’s planned full-scale rollout to more than 400 Sephora stores nationwide in August. LG Household & Health Care said the early launch will allow the company to evaluate customer response and sales performance before expanding distribution across the country.
The company plans to use the pilot rollout to strengthen direct engagement with Sephora shoppers while introducing customized scalp-care routines centered around its signature products.
According to the company, Sephora selected the initial launch locations based on growing consumer demand for premium haircare products and rising interest in K-beauty trends in the U.S. market.
The selected stores are located in trend-sensitive commercial districts and feature eight major Dr.Groot products, including shampoos, conditioners and roll-on serums from the SRS lineup. Customers are able to directly experience the products’ distinctive textures and fragrances in-store.
LG Household & Health Care is also expanding online and offline marketing efforts in parallel with the Sephora rollout. The company has been increasing collaborations with local creators on major social media platforms such as TikTok and Instagram to strengthen brand awareness among North American consumers.
In addition, training programs are being provided for Sephora store employees to educate them on K-beauty trends, scalp-care routines and the functional benefits of Dr.Groot products, as part of a broader viral marketing strategy.
Industry observers say the North American K-beauty boom, once centered mainly on skincare, is now expanding rapidly into premium haircare and scalp-care categories.
Dr.Groot has already been gaining traction through major online retail channels including Amazon and TikTok Shop. Supported by growing overseas demand, the brand reportedly achieved triple-digit sales growth in North America during the first quarter compared with a year earlier.
An LG Household & Health Care official said the company is leveraging Sephora’s online and offline channels to strengthen Dr.Groot’s premium brand positioning and technological competitiveness.
“Based on the data and customer feedback accumulated through this phased launch strategy, we aim to successfully complete the nationwide rollout in August and further establish Dr.Groot as a leading K-haircare brand in the global market,” the official said.
