KAIST Professor Helps Actress Goo Hye Sun Take Off Her "Hat"... "Dreaming Big with Shampoo" [Paek Jongmin's Shockwave]

Professor Haeshin Lee Applies Polyphenol Research to Shampoo and Launches His Own Startup
Ingredient Extracted from Walnuts Helps Hair Become Fuller
Set to Supply Rakuten in Japan... US Venture Capital Also Shows Interest
Advanced Technology for

#Actress Goo Hye Sun, who prioritizes her studies and work to the point of saving even the time it takes to visit a hair salon, finds it difficult to maintain her hairstyle. Her chosen alternative was wearing a hat. Even after entering the graduate school at the Korea Advanced Institute of Science and Technology (KAIST), Goo continued to attend classes wearing a hat, but recently, she has been attending classes without one. "I don't need to wear a hat anymore." The secret was simply using a shampoo developed with advanced scientific technology.

Actress Goo Hye Sun wore a hat while attending classes even after entering the graduate school of Korea Advanced Institute of Science and Technology (KAIST), but recently she has been attending classes without a hat. Actress Goo Hye Sun's SNS.

Actor Ku Hyesun and Professor Lee Haesin. Actor Ku Hyesun SNS.

#Sookeun Lee, the CEO of the publishing company Lee's Bookstore, recently purchased shampoo as a gift for an acquaintance. The decisive reason was her husband's experience using the shampoo. "After switching shampoos, my previously limp hair became lively."

Professor Lee Haeshin of KAIST is explaining the efficacy of the shampoo he developed. Photo by Paek Jongmin, Tech Specialist

The shampoo used by both individuals is 'Gravity,' developed by Polyphenol Factory, a company founded by KAIST chemistry professor Haeshin Lee. Asia Economy reunited with Professor Lee at his lab two months after meeting him at the CES 2025 event. Goo, curious about the secret behind the shampoo, also visited Professor Lee's laboratory. The nickname of Professor Lee's lab is 'Sticky Lab,' seemingly referring to the stickiness of polyphenols.

Professor Lee's 'Gravity' shampoo marks his second entrepreneurial venture. His first was 'InnoTherapy' (now SCL Science), which succeeded in being listed on the KOSDAQ market in 2019.

Professor Shin Lee, KAIST Endowed Chair, is handling experimental equipment. Photo by Paek Jongmin, Tech Specialist

"Originally, I focused on the protein-binding properties of polyphenols. Blood is rich in plasma proteins. When polyphenols bind to these proteins, they form a membrane that produces a hemostatic effect. This is the principle I utilized." He explained that he learned much from the process of commercializing technology developed in a university lab into actual products at a company.

"It takes many steps for a technology that works in the laboratory to become a product. Mass production technology, quality control, marketing, regulatory approval?these are aspects that research alone cannot solve. I gained that experience during my first startup."

Later, the shampoo 'Modamoda,' which dyes hair while washing, was introduced to the world using Professor Haeshin Lee's technology. This experience led Professor Lee to become interested in consumer goods utilizing science, motivated by those around him. "During a holiday, my mother mentioned her hair was damaged after dyeing it, so I brought her a polyphenol solution from the lab. The results were so good that I thought about turning it into a product."

This time, Professor Lee decided to start a business himself. The lesson was that to fully realize his technology, he needed to be directly involved in both product development and production.

Professor Shin Lee, KAIST Endowed Chair, is holding the shampoo he developed at the CES 2025 event booth last January. Photo by Paek Jongmin, Tech Specialist

"If I only provide the technology, the product may not turn out as I intended. I realized that I need to manage every process myself to ensure quality."

Fortunately, with the government and KAIST actively supporting faculty startups, things progressed smoothly. "Faculty entrepreneurship allows researchers to participate directly in management while receiving support from the university. It's the most effective way to commercialize technology developed in the lab."

The first shampoo developed by Polyphenol Factory, 'Gravity,' is the culmination of Professor Lee's polyphenol research to date. Some critics argue that it's just a shampoo, not a product of science, but Professor Lee disagrees. "Consumer goods have the advantage of receiving immediate feedback from consumers, allowing for rapid product improvement." In other words, advanced technology can be quickly applied, enabling swift innovation.

The core principle of the shampoo developed by this chemist is both simple and innovative. The shampoo is based on the same principle as the hemostatic agent from his first startup. "Polyphenols have a unique property?they don't wash off easily with water. When we drink wine, our teeth turn dark and we taste astringency; that's because of polyphenols. No matter how much you rinse your mouth, it's not easily removed. I leveraged this property."

Polyphenols are special substances produced by plants. Catechins in green tea and resveratrol in grapes are representative examples. While they are widely known as ingredients in health supplements and antioxidants, Professor Lee focused on their chemical properties. By utilizing the strong binding affinity of polyphenols with proteins, he developed a shampoo that adheres to the hair and scalp, providing various benefits.

"Polyphenols adhere around the hair root, preventing hair from falling out easily, and coat the hair itself to increase its strength. While regular shampoos wash away completely, our shampoo leaves polyphenols behind, providing lasting effects."

Professor Lee demonstrated an experiment using polyphenols. Blonde hair typically stretches more than twice its length when wet, but hair treated with his shampoo hardly stretched at all, showing that the internal structure of the hair remained strong.

He also introduced that the basic raw material for the polyphenols used in the shampoo is walnut shells. "Walnut shells are rich in polyphenols. That's why your hands turn black when shelling walnuts." Upon hearing this, Goo agreed. "That's right. My father grows walnut trees, and every winter, my mother's hands turn completely black from shelling walnuts."

Just as the hard walnut shell is influenced by polyphenols, the polyphenols in his shampoo also bind strongly to hair.

"The reason walnut shells are hard is also because of polyphenols. Polyphenols contribute to hardening proteins. Applying this principle to hair makes it stronger as well."

At the CES 2025 event held in Las Vegas, USA, last January, Imjin Polyphenol Factory Executive Director explained the effectiveness of Gravity Shampoo to visitors. Photo by Paek Jongmin, Tech Specialist

Professor Lee explained, "When polyphenols protect hair, its resistance to heat also increases. Even when women use curling irons, their hair can be protected. The reason trees don't burn completely in wildfires is that lignin, a polyphenol component, acts as a protective barrier. The same principle applies to protecting hair."

◆"Regrettable Prejudice Against Scientists Developing Consumer Goods"=Shampoo utilizing polyphenols has recently gained attention as the 'KAIST shampoo.' Demand is so high that supply cannot keep up. He even brought the shampoo to the Consumer Electronics Show (CES) in the United States earlier this year. This was an attempt to overcome academic prejudice against chemistry professors developing consumer goods like shampoo.

"There is a perception that KAIST professors shouldn't be making consumer goods. Science is not just for a select few, but many people think that way. In reality, most founders of consumer goods companies are chemists." He emphasized that global companies such as 3M, Est?e Lauder, L'Or?al, and Aveda were all founded by chemists.

Professor Lee also shared the difficulties of commercializing scientific research. "Inventing something is possible one way or another. What comes next is the real challenge. Commercializing, producing, and managing quality are extremely difficult." He believes that while advanced research such as new drug development is important, profits from developing consumer goods can fund even bigger research projects. "You need commercial success as a foundation to develop new drugs. Drug development takes too long and requires significant investment, so it's hard to sustain without an intermediate revenue model."

Through his two entrepreneurial experiences, he realized the importance of commercializing scientific technology. "No matter how good the technology is, it means nothing if people don't use it. Consumer goods allow the value of science to spread faster and more widely because many people can use them immediately."

Recently, Professor Lee also met with Rakuten, a Japanese online distribution company, to discuss exporting shampoo within this year. In addition to previous exports to the United States, Gravity Shampoo is expected to be sold in Japan as well.

Professor Lee is developing various products beyond 'Gravity' shampoo. One of them is 'Strong Gravity' shampoo, which temporarily straightens curly hair. "By enhancing the power of polyphenols, the product straightens hair. It's a series we're currently preparing." He is also considering using the adhesive properties of polyphenols to develop adhesives for eyebrows and eyelashes. "Existing glues can be irritating, but polyphenols are safe for the human body because they are derived from plants."

Professor Lee's goal is 'everyday innovation,' integrating science and technology into daily life. Both domestic and international distributors and investors are already joining his cause. His participation in CES has also led to connections with Silicon Valley venture capital firms.

"Our company's motto is 'everyday innovation.' Science only has meaning if it can benefit many people." Professor Lee even answers consumer calls himself to communicate directly with customers. Sometimes, these calls last up to 30 minutes. The feedback he receives from consumers becomes a source of new research ideas.

Professor Haeshin Lee stated that he will continue his research for everyday innovation. For him, science is not for a privileged few, but for enriching the lives of everyone.

▲Polyphenols = Secondary metabolites produced by plants, these are antioxidant substances containing one or more phenol rings (C6H5OH). They are abundant in green tea, grapes, and berries, and are known for their anti-inflammatory, anticancer, and cardiovascular disease prevention effects.