“The beauty industry is witnessing a massive shift towards products that not only deliver results
but also provide a sensory experience,” says Hannah Kwon, representative of the haircare and
body care brand Kundal. That is the philosophy behind Kundal’s approach, which seamlessly
blends the art of professional perfumery with the science of effective hair care.
Kundal has become a leader in an arena where consumers are seeking products that cater to
their senses and hair health. The incredible initial response to its Costco launch underscores its
massive potential in the North American market, by way of its Honey and Macadamia Shampoo
and Treatment Duo flying off the shelves.
“Personal care routine is as much about the experience as it is about the results, and that’s
something people in the U.S. can live by,” says Kwon. In busy aisles of beauty stores and the
endless scroll of online marketplaces, Kundal stands out by capturing the essence of nature in
each bottle. Kundal’s story is one of meticulous craftsmanship as it merges the allure of scent
with the promise of healthy hair.
Merging Aesthetics with Efficacy
Kundal’s journey from a K-beauty player to a global powerhouse proves it can adapt and thrive
in diverse markets. With products flying off the shelves at a rate of 2.8 units per second during
peak sales, Kundal’s reach now spans 61 countries. These include Belarus, Bulgaria, China,
Chile, Paraguay, Indonesia, Brunei, Singapore, Malaysia, Thailand, Taiwan, Vietnam,
Philippines, Kuwait, Latvia, Lithuania, Hong Kong, Japan, UAE, and the United Kingdom,
among many others.
The brand’s international strategy is not just about scale. It’s about maintaining a local
touch—understanding, and catering to the unique beauty narratives of each region.
Kundal products are a symphony of plant-derived extracts, vegetable oils, and some of the
specific Environmental Working Group (EWG) green-grade ingredients, ensuring that each item
is as beneficial as it is beautiful. This dedication to quality has not gone unnoticed, with Kundal
being recognized as a high-growth company in the Asia Pacific region in 2023.
Perfumery at the Heart of Hair Care
The brand’s success is deeply rooted in its unique perspective on fragrance. With over 72
signature scents crafted by a team of 11 in-house perfumers, Kundal empowers customers to
curate personalized fragrances that elevate the mundane task of hair washing into a luxurious
ritual. “Our perfumers are artists, blending notes that resonate with our customers’ emotions and
memories,” Kwon elaborates.
Kundal’s Honey and Macadamia Shampoo and Treatment Duo is not just a hair care product.
It’s a fragrance masterpiece crafted by the in-house perfumers in Korea. The duo’s signature
scent, White Musk, offers a sensual and sophisticated aroma. The warm and rich scent is
designed to last long enough to divine all day.
Kundal’s attention to detail extends beyond its scents. The brand’s research lab constantly
explores new ways to harness natural ingredients’ power to create lasting fragrances. Their
products boast natural composition, with enduring and safe fragrances, holding International
Fragrance Association (IFRA) certification.
The Uniqueness of Kundal
Kundal’s uniqueness lies in its holistic approach to personal care. It is redefining what it means
to be a beauty brand in the 21st century, from its extensive product portfolio that includes hair
care and body care.
“Kundal is more than a haircare brand,” concludes Kwon. “We’ve always seen it as a lifestyle
choice for the conscious consumer. Our scents are an invitation to indulge in a moment of self-
care and our ingredients are a commitment to the well-being of our customers and the
environment.”
Kundal truly offers a timeless outlook on personal care that resonates with consumers
worldwide. The brand is actively shaping the future of the haircare industry and not just riding
the wave of K-beauty trends. Focusing on sensorial experiences, clean ingredients, and
personalized solutions, it is reshaping how it feels to have a good hair day.
Presented by APG
