- Moving Beyond Damage Repair to Proactively Foster Hair Health from the Formation Stage: 'Hair Longevity' Research Unveiled

<Researcher Gyusang Jeong of the Amorepacific R&I Center Presenting at the World Congress for Hair Research>

Amorepacific participated in the 'World Congress for Hair Research (WCHR 2026)' to present its pioneering research findings on the mechanisms that dictate hair quality and 'Hair Longevity.' Bringing together eminent hair research specialists from around the globe, this year's congress convened at COEX in Seoul from May 28 to 31.

Generally, as we age, hair tends to become thinner, breaks more easily, and loses its natural resilience. While many individuals grapple with loss of volume and recurring hair damage, conventional haircare solutions have predominantly focused on reactive post-damage repair or external coating.

Transcending this reactive paradigm, the Amorepacific R&I Center directed its scientific attention to the early stages of hair formation, where fundamental hair quality is determined. The visible strand of hair is not merely an isolated outcome; rather, it is a complex structure whose formation begins and is completed deep within the hair follicles of the scalp. Research revealed that even when hair strands appear outwardly identical, there are significant age-dependent variations in the levels of key elements that dictate internal structure and tensile strength. This suggests that the ultimate characteristics of hair are not merely defined by the accumulation of external damage but are also influenced by structural properties established during the initial formation stage.

This study demonstrates that hair thinning, breakage, and loss of elasticity may not be solely the consequences of damage but can originate from 'discrepancies in hair quality during the initial formation stage.' This opens a new horizon in haircare that moves beyond transient coating or post-damage improvement to help sustain hair strength, luster, and volume over time. Furthermore, it proposes an evolutionary shift from reactive post-damage management to a preventative haircare paradigm that actively considers the actual process of new hair formation.

In addition, the Amorepacific R&I Center, in joint research with Professor Young Kwan Sung's research team at the Kyungpook National University School of Medicine, has identified a key factor that influences the formation of hair structure. The researchers confirmed that modulating this specific factor leads to changes in hair structure development, presenting the possibility that this factor is not merely a marker of aging, but actively participates in determining actual hair quality during formation.

Additionally, collaborating with Croda, a global leader in active peptide research and raw materials, Amorepacific developed 'GROW-PEP^™'—an optimized peptide ingredient engineered based on scalp structure to positively influence this key factor. Through this, they demonstrated a novel approach to support healthier structural development right from the hair formation stage. This study holds significance as it explores the fundamental conditions under which healthy hair is sustained over time by examining the actual hair follicle and the hair formation process. This breakthrough ingredient is slated to be integrated into the 'Root:Gen' line of Amorepacific's RYO brand.

Byung-Fhy Brian Suh, CTO of the Amorepacific R&I Center, remarked, "This research holds deep significance as we have identified the core factor that determines hair quality at the formation stage, long before any external changes manifest." He added, "Grounded in our 'Holistic Longevity Solution' technology vision, Amorepacific will continue to advance biological research at the hair follicle level, driving forward our 'Hair Longevity' studies to sustain robust, healthy hair over time."

Often referred to as the 'Olympics of Hair Science,' the World Congress for Hair Research (WCHR) is the most prestigious international academic conference in the field, where eminent scholars in hair and scalp research and global corporate scientists gather to share their latest breakthroughs. Convened under the theme 'Awakening the Soul of Hair Science,' this year's WCHR 2026 in Seoul was marked as the largest iteration in the congress' history.