# High-Protein K-Beauty Haircare South Korea's Kundal Recently Launched in US Costco Stores By Jana Pijak | Published 2024-05-17 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/kundal References: [markets.businessinsider](https://markets.businessinsider.com/news/stocks/kundal-s-honey-and-macadamia-line-is-costco-s-must-have-k-beauty-launch-in-april-1033286177) & [kundal.us](https://kundal.us/)  [Kundal](https://www.trendhunter.com/trends/caffeine-strengthening-scalp-serum), a renowned South Korean personal care brand, recently debuted in the U.S. through an exclusive partnership with [Costco](https://www.trendhunter.com/trends/drforhair). Since April 22, 2024, Costco stores now carry Kundal's acclaimed [Honey](https://www.trendhunter.com/trends/honey-water-moisture-restoring-shampoo) and Macadamia haircare line, including a shampoo and treatment duo. Amid the rising demand for premium, eco-friendly haircare, Kundal's entry into the U.S. market is timely. Free from parabens, sulfates, and silicones, Kundal's line is suitable for sensitive skin, reflecting its commitment to natural ingredients and eco-friendly practices. Kundal's popularity in South Korea, as the #1 perfume shampoo, and its expansion to 61 countries worldwide highlight the brand's global appeal. The brand's Honey and Macadamia shampoo "is infused with 44 plant derived extracts and maintains an ideal pH balance for a healthy scalp and vibrant hair" while the treatment is "formulated with 26 plant-derived extracts and powered by Low Molecular Peptide Protein or LPP, which are small protein fragments that can penetrate the hair shaft more easily than larger, intact proteins. The LPP makes way for swift product absorption and rapid hair revitalization." Image Credit: Kundal ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 40% | Activity: 52% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hair](https://www.trendhunter.com/hair) ## Key Themes ### What Makes This Trend Stand Out - **Eco-friendly Haircare:** The rising consumer preference for paraben-free, sulfate-free, and silicone-free products is driving innovation in sustainable beauty solutions. - **High-protein Treatments:** The use of Low Molecular Peptide Protein in haircare products highlights a trend toward highly effective, targeted hair treatment solutions. - **Global Expansion of K-beauty:** K-beauty's continued global expansion, exemplified by Kundal's entry into the U.S. market, points to a growing international demand for innovative Korean personal care products. ### Sectors Adopting This - **Personal Care:** The personal care industry is increasingly incorporating advanced protein-based formulations to meet consumer demand for high-performance haircare. - **Retail:** Retailers like Costco play a crucial role in making premium, niche international brands accessible to a wider market, enhancing product diversity. - **Sustainability:** Sustainability-driven industries are focusing on natural and eco-friendly ingredients to cater to environmentally conscious consumers. ## Related on Trend Hunter - [Hair Loss Shampoos](https://www.trendhunter.com/trends/drforhair.md) - [Stylist-Developed Haircare Formulas](https://www.trendhunter.com/trends/revitalizing-shampoo-and-conditioner.md) - [Clean K-Beauty Brand Expansions](https://www.trendhunter.com/trends/clean-kbeauty.md) - [Comprehensive Modern Haircare Lines](https://www.trendhunter.com/trends/kenra-professional.md) - [Scalp-First K-Beauty Haircare](https://www.trendhunter.com/trends/dr-groot.md) - [Inaugural Clinically Advanced Haircare](https://www.trendhunter.com/trends/clinically-advanced-haircare.md) - [K-Beauty Hair-Restoring Masks](https://www.trendhunter.com/trends/elizavecca.md) - [Modern Cruelty-Free Haircare Products](https://www.trendhunter.com/trends/crueltyfree-haircare-products.md) - [Bio-Based Liquid Haircare](https://www.trendhunter.com/trends/liquid-shampoo-and-conditioner.md)