Scalp Care Interest Shifted K-Beauty Strategy in Brazil
New buyer feedback in São Paulo has prompted brands to pivot from general hair products to specialized scalp health items.
Updated on Sept. 29, 2026 in Beauty
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Layers Cosmetic has pivoted its market strategy for the NESH hair wellness brand after discovering that Brazilian buyers prioritize scalp care over general haircare. This shift follows regional trends identifying growing consumer focus on the scalp microbiome.
Why it matters
The change reflects an evolution in beauty demand as shoppers move beyond general hair maintenance toward targeted scalp treatments. This allows international brands to better align their product development with local health priorities.
Market findings released in July 2026 indicate rising consumer awareness of scalp health and the scalp microbiome. While the broader Brazilian haircare category grew 9% in 2025, NESH is adjusting its approach following buyer feedback collected during meetings in São Paulo.
The players
Layers Cosmetic
A beauty company that developed the NESH brand and is currently refining its export strategy for South American markets.
Mintel
A market intelligence firm that provides research on consumer trends and health awareness regarding the microbiome.
ABIHPEC
The Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry which tracks performance metrics in the haircare sector.
Korea International Trade Association
A business organization that promotes trade and monitors export figures for South Korean small and medium-sized enterprises.
The details
NESH is now implementing a dual-track strategy to enter the Brazilian market by combining cross-border e-commerce with offline distribution through a local partner. By separating early demand validation from full infrastructure commitment, the brand aims to better test the reception of its scalp-focused products. This adaptive approach relies on initial market feedback gathered through professional buyer meetings and international promotional events.
Timeline
2024: Korean beauty exports to South America were dominated by cosmetics.
2025: The Brazilian haircare category saw 9% growth.
July 2026: Mintel identified increased Brazilian interest in scalp health.
H1 2026: Korean SME online exports reached USD 740 million.
August 2026: The K-Beauty GLOW WEEK online event concluded.
Health Landscape
The shift toward scalp-focused wellness aligns with broader research from the Mintel Brazil Haircare Market Report on microbiome awareness. This trend signals a transition in the global haircare sector from simple cosmetic maintenance to biologically oriented care.
As brands pivot to prioritize the scalp microbiome, you may see more diagnostic-focused products on the market. It is worth discussing any persistent concerns about scalp health or skin sensitivity with a dermatologist rather than relying solely on new consumer haircare products.
The takeaway
Growing consumer awareness of the scalp microbiome is transforming how brands deliver wellness-focused beauty products internationally. When considering new products for scalp health, track how your own skin reacts to different formulations and consult a dermatologist for personalized advice.
Further reading
For more information on current trends in international personal care, explore the Beauty section.
Source note: This article includes information reported by KoreaTechDesk | Korean Startup and Technology News - Korean Startup and Technology News.
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