Hair Care Brand "Gravity" Launches Exclusive Mini Lineup at All Emart Stores

Gravity Shampoo Small Size Product Image

Polyphenol Factory (CEO Lee Haeshin) announced that it has launched an exclusive sale of the small-sized (70mL) mini lineup of its hair care brand "Gravity" at all Emart stores, as well as through SSG and Emart Mall, starting from January 1.

Gravity is a high-performance hair care brand launched in 2024, with cumulative sales of 1.67 million units. Developed by Professor Lee Haeshin, a distinguished professor at KAIST, and his KAIST research team, the brand quickly gained popularity as the "scientist shampoo" through word of mouth, leading to open runs at retailers such as Emart and Olive Young from the early days of sales.

This exclusive launch of the small-sized lineup at Emart was prompted by the rapid growth of Daiso's beauty products in the 5,000 won price range. In response, Emart selected the proven Gravity brand as part of its strategy to build a competitive beauty product lineup.

Gravity Shampoo Small Size Product Image

Gravity also explained that the launch of the small-sized product aims to improve portability for existing loyal customers, while providing new customers with an opportunity to try functional products at an accessible price point. In addition, the company seeks to enter the portable beauty product market, which is expanding in the travel, leisure, and sports sectors after COVID-19. This means that the needs of both parties are well aligned.

Gravity Shampoo features LiftMax 308™, a polyphenol ingredient based on KAIST's patented technology, designed to help form a protective structure that envelops the hair surface. Test results evaluating changes in hair elasticity and volume after use have been reported. Leveraging these characteristics, the brand targets consumers in their 40s and 50s who are particularly interested in hair volume and scalp care.

Um Sungjun, Director of Domestic Sales at Gravity, stated, "This is a strategic product planning collaboration with Emart, aimed at lowering the entry barrier to brand experience in a market environment where reasonably priced distribution channels are gaining attention. We hope this will provide more consumers with the opportunity to experience Gravity products firsthand."