Korean Haircare is About to Take Over: Meet Perseve, the Brand Bringing K-Hair to Walmart

For years, Korean beauty has influenced how Americans approach skincare and makeup. From BB creams to the glass skin trend, K-beauty has reshaped the industry with innovative formulations and a focus on healthy skin. However, one major aspect of Korean beauty has remained under the radar—until now. Korean haircare is finally stepping into the spotlight, and a new brand is leading the charge: Perseve.

Starting March 3, 2025, Walmart will introduce Perseve, a Korean-made haircare brand, in 400 stores nationwide. Founded by Korean-American entrepreneur Olivia Bae and her mother, professional hairstylist Hyeri Sung, Perseve is on a mission to make high-quality Korean haircare accessible to everyone.

Olivia Bae, 28, co-founded Perseve in 2022 alongside her mother, Hyeri Sung, whose expertise spans years as a hairstylist. Sung even holds a patent for an organic keratin treatment, which inspired the development of their product line. Bae, a participant in Ulta Beauty’s 2023 Accelerator Programme, used her experience in the program to refine Perseve’s formulas before introducing them to a wider audience.

Bae recognized a gap in the U.S. beauty market. While Korean skincare is now a staple, Korean haircare has remained relatively niche. “I saw lip gloss and face masks come over and thought, ‘Wait, that’s just the stuff my mom uses!’ You never think your own family is cool,” Bae shared. Through Perseve, she aims to show that Korean haircare is just as innovative—and essential—as K-beauty.

What sets Perseve apart is its approach to “the skinification of hair,” a concept that treats scalp health as an extension of skincare. The brand formulates its products with high-quality ingredients often found in luxury beauty items, such as royal jelly, açaí, and amber. These ingredients nourish the scalp, strengthen the hair, and enhance overall texture. Perseve’s product lineup includes shampoos, conditioners, deep conditioners, and hair masques designed to improve both scalp and hair health.

Unlike many salon-quality brands, Perseve is designed for accessibility. By partnering directly with manufacturers in Korea, Bae and Sung keep costs low, making it possible for all Perseve products to be sold for under $12. This makes premium Korean haircare affordable for a broad audience, including immigrant families and budget-conscious beauty lovers who may not typically shop at high-end retailers.

The influence of Korean beauty is nothing new in the U.S. market. In 2011, Dr. Jart’s BB Cream introduced Americans to tinted moisturizers, and by the late 2010s, skincare trends like glass skin gained widespread popularity. Now, Perseve is paving the way for Korean haircare to be the next big movement—and Walmart’s support could propel this shift even further.

Global pop culture continues to drive beauty trends, and Korean aesthetics, particularly in hair, are gaining traction. Celebrities like Jisoo, a member of BLACKPINK and Dior Beauty Ambassador, set global beauty standards with their effortlessly glossy and healthy hair. Recently seen at the Tommy Hilfiger Fall 2025 show, Jisoo’s signature sleek hairstyle turned heads, reinforcing the growing appeal of Korean haircare.

The fact that a mainstream retailer like Walmart is investing in a Korean haircare brand signals a major shift in the beauty industry. Korean beauty products are no longer confined to niche Asian specialty stores—they are becoming part of everyday shopping for millions of Americans.

“Bringing Korean haircare to Walmart means everyone can get it, not just those who shop in high-end beauty stores,” Bae said. This approach could redefine how mass-market consumers approach haircare, proving that advanced treatments don’t have to come with an expensive price tag.

With Perseve’s national launch, Korean haircare is finally stepping into the limelight, following the trail that K-beauty pioneered years ago. If successful, Perseve could mark the beginning of a new era in hair health, one driven by Korea’s forward-thinking beauty industry.