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Korea's beauty market slowed. UNOVE mostly didn't
Holding up in Korea Just showing up in the US
UNOVE only launched in July 2021, and it moved fast: the brand says its Deep Damage Treatment EX passed 1 million units sold by November 2022. It's a hair mask for damaged hair at a budget price, which goes a long way toward explaining that number.
Products to know
- Deep Damage Treatment EX · hair treatment / mask
Plain store links. We don't earn anything from them.
- Type
- hair care
- Price
- Budget-friendly
- Made for
- damaged hair
- Ships to the US from
- YesStyle · Stylevana
Why it's on the radar
When a whole category slows down, the brands that slow down least are worth a look. UNOVE is one of those: its search interest has held up better than most.
In the US, UNOVE is on the radar of a few K-beauty fans and not many others yet. US searches have roughly doubled from a year ago.
US Google search interest in UNOVE, 4-week average. 100 is the busiest stretch of the past year. Data source: Google Trends.
Where to buy UNOVE in the US
Plain store links. We don't earn anything from them.
How we picked it
We built this list for people who'd rather hear about a K-beauty brand early than read about it once it's everywhere. The Korean data gives us that head start.
When we tested this approach on 2021 to 2023 data, about four in ten picks ended up among the fastest-growing fifth of brands in US search over the following one to two years. A random pick got there about one time in four. It's a small test (24 picks), so read it as a good hint, not a promise. Full methodology.
We don't test products or take money from brands to be listed. This page is put together from search and shopping trend data.