Seoul’s Apgujeong-based HAUM hair salon is rapidly expanding its reputation from a local beauty destination into a global total hair beauty brand, extending its reach into product manufacturing and international markets.
Founded in 2019 by Master Designer Choi Ha-neung—who boasts 1.2 million Instagram followers—HAUM initially gained fame for its customized volume and curl designs tailored to individual face shapes. Designer Choi still performs procedures directly in the salon. Moreover, the salon’s affiliated designers have also built strong fanbases through their own social media styling content, establishing HAUM as a brand where the entire salon is recognized, rather than just a single star representative.
The salon’s offline popularity naturally translated into successful retail products. HAUM’s product line originated from the desire to allow everyday customers to easily recreate the professional styling techniques used by designers during salon treatments. Representative items include volume hair clips for root lift, round brushes divided into 11 different thicknesses, and volume hair pieces for side hair, alongside a specialized lineup of shampoos and essences.
The market response was immediate. The volume hair clips quickly became a steady-selling item with nearly 10,000 Naver reviews. The volume hair pieces launched in June sold out their entire initial stock immediately upon release. Even after increasing production, sell-outs continued with every new batch, pushing the company into its 6th production run. Both the volume clips and volume hair pieces are patented products.
The foundation of this strong product capability lies directly in the salon experience. All products are thoroughly tested and refined during actual customer procedures by designers, and the styling methods are demonstrated through video tutorials. Furthermore, HAUM’s signature round brushes are manufactured by a specialized domestic manufacturer with over 30 years of industry experience. While many famous hair salons occasionally launch private-label shampoos, industry insiders note that it is rare for a salon brand to simultaneously develop styling tools, hairpieces, and hair care products to offer an all-in-one styling solution.
Global expansion is also gaining significant momentum. HAUM products are currently sold in approximately 1,000 stores across Japan—including major lifestyle retail chain LOFT—and have successfully entered Amazon in the United States, as well as export markets in Hong Kong and China. The brand’s success abroad stems from the visual nature of its styling products, where the dramatic before-and-after difference transcends language barriers through video demonstrations alone. Domestically, the brand is broadening its distribution channels via its official online mall, Coupang, and Naver Smart Store.
HAUM Company, the operator of the brand, plans to further cement the synergy between its physical hair salon and retail products. The overarching vision is to create complete styles through hair and makeup at the salon, maintain the look at home with dedicated products, and deliver this unique beauty experience to international customers as well.
"While K-beauty has traditionally been centered around skincare, it is now time for hair," a company representative stated. "HAUM aims to establish itself as both a premier hair salon and a leading product brand, introducing Korean hairstyling techniques to the global stage as a total hair beauty powerhouse."
