“The haircare industry is witnessing a massive shift towards natural, eco-friendly products that deliver results without compromising on luxury,” says Hannah Kwon, representative of the K-beauty brand Kundal. As the demand for clean beauty continues to soar, Kundal is poised to make waves in the U.S. market with its upcoming launch at Costco on April 22, 2024.
Kundal, a compound word derived from the German word “Kunst” which means art, technology, and know-how, and the native Australian term for Macadamia, embodies the brand’s philosophy of combining nature’s bounty with cutting-edge technology.
The brand boasts a diverse product line with 72 signature scents crafted by in-house perfumers, each carefully designed to elevate the hair-washing experience. It has already captured the hearts of beauty enthusiasts in 61 countries, solidifying its position as Korea’s #1 perfume shampoo, according to Kantar World Panel Report 2022 Q2.
Riding the Wave of K-Beauty
The global fascination with K-beauty shows no signs of waning. Its appeal lies in its unique approach to skincare and haircare, combining traditional ingredients with cutting-edge technology. Kundal’s success can be attributed to its ability to encapsulate this philosophy, offering effective and fun products.
Leading Kundal’s U.S. debut is the Honey and Macadamia line, a shampoo and treatment duo that promises to revolutionize hair care routines. “Our signature scent, White Musk, is a sensual and sophisticated aroma that adds a touch of luxury to the everyday,” reveals Kwon. Crowned as the top Perfume Shampoo in South Korea by Kantar research in 2022, it is perfect for combating dry scalp issues, leaving hair soft, shiny, and healthy.
The brand’s in-house team of perfumers is crucial to its success. “Scent is an integral part of the beauty experience,” Hannah Kwon notes. “Our perfumers work tirelessly to create fragrances that not only delight the senses but also enhance the overall efficacy of our products.“
Kundal’s appeal goes beyond its captivating fragrances. The brand’s commitment to natural ingredients is evident in the 44 plant-derived moisturizing ingredients in the shampoo, including coconut surfactants, panthenol, ginseng root, and lotus flower extract, ensuring happy scalps and fabulous hair. “We believe that nature holds the key to healthy, beautiful hair,” asserts Kwon. “That’s why we’ve harnessed the power of honey and macadamia to nourish and cleanse the scalp, leaving hair soft, shiny, and irresistibly healthy.”
The Costco Connection
Despite the challenges that come along with expanding to international markets, Kundal remains confident in its ability to win over American consumers, thanks partly to its strategic partnership with Costco. “We believe that Costco’s commitment to quality and value aligns perfectly with our own brand ethos,” says Kwon. “By launching our rigorously tested products, free of 6 Parabens, 4 Sulfates, CMIT/MIT, and Benzophenone, in Costco stores nationwide, we’re making luxury hair care accessible to a wider audience.“
The decision to partner with Costco is a savvy move, given the retailer’s reputation for introducing products to its members. In recent years, Costco has become a go-to destination for beauty enthusiasts seeking high-quality, affordable products. Kundal’s Honey and Macadamia line is poised to become the latest must-have item on their shopping lists.
A Korean Brand on the Rise
Kundal is on its way to making its mark on the U.S. haircare market, and it’s clear that the brand is set on global domination. With a proven track record of success in South Korea and a growing presence in 61 countries worldwide, Kundal is well on its way to becoming a household name.
“We’re just getting started,” Kwon concludes with utmost confidence in what’s ahead. “Our goal is to become an inseparable part of everyone’s daily routine, and we believe our launch at Costco is the first step towards achieving that vision. We can’t wait for American consumers to experience the magic of Kundal for themselves.”
