This image provided by LG Household & Health Care Ltd shows the company’s shampoo and treatment that covers gray hair.

SEOUL, May 13 (Korea Bizwire) — The South Korean market for shampoo that helps to conceal gray hair is expanding.

LG Household & Health Care Ltd., a household goods and cosmetics maker, said Thursday it had released a shampoo and treatment that covers gray hair just by washing normally.

The company developed the products based on the Korean tradition of dying using alum powder to retain colors longer.

LG H&H also implemented patented merging technology and substances that help prevent hair loss. The product is now available at GS Shop and a variety of other retailers.

Shampoo that conceals gray hair has been gaining popularity after local hair care brand Moda Moda released a similar product last year.

Cosmetics makers like Amorepacific and Tonymoly soon followed suit along with LG H&H, resulting in the market’s expansion.

Amorepacific released gray hair covering shampoo and treatment on Emart, SSG.com and Gmarket last month. The earlier batch of the products sold out temporarily due to its soaring popularity.

Ashley Song (ashley@koreabizwire.com)

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