As the K-Beauty boom continues in Canada, one of the top hair-care brands, Unove, launches at Sephora. Read more
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Korean beauty — or K-beauty — has been a dominant trend in beauty in recent years. And it shows no signs of slowing down.
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Rooted in innovation and ingredients, the industry segment spans skin care to hair care.
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One of the latest K-beauty brands to launch in Canada is Unove, a line of hair products that promises softness and shine. The brand recently launched at Sephora stores and online across the country. We caught up with Unove brand director Selena Moon to learn more.
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Q: For those who aren’t familiar, what is Unove?
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A: Unove is a premium Korean hair-care brand built around one simple belief: healthy, beautiful hair starts with effective repair. We combine advanced K-beauty science with a luxurious sensory experience to create products that deliver visible results while making hair care feel like a moment of self care. Our mission is to help consumers achieve stronger, softer, shinier hair through formulas that address damage at its source, not just on the surface.
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As one of Korea’s leading hair-care brands, Unove has ranked No. 1 in hair care for four consecutive years at Olive Young, Korea’s largest beauty retailer. At the heart of the brand is our signature promise of “surreal softness” delivering an exceptional level of softness that consumers can instantly feel.
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Q: What makes it a good fit for Canada?
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A: Canada is an incredibly exciting market for us because consumers here are highly informed, diverse, and increasingly focused on performance-driven beauty. Canadian consumers are embracing K-beauty, and we’re seeing growing interest in K-hair-care as people look for innovative solutions that go beyond traditional hair products.
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Canada’s multicultural population also means there is a wide range of hair types, textures, and concerns, which aligns perfectly with Unove’s approach to creating high-performance formulas that deliver results across diverse hair needs. We believe Canadian consumers want products that combine efficacy, innovation, and experience and that’s exactly where Unove stands apart.
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Q: Who is the target customer?
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A: Our customer is anyone who wants healthier, stronger hair and is looking for products that genuinely improve hair condition over time. While we have a strong following among beauty enthusiasts and K-beauty consumers, Unove is really designed for anyone dealing with concerns like dryness, breakage, heat damage, colour damage, or loss of shine. We especially resonate with consumers who expect both performance and experience; they want products that work, but they also appreciate luxurious textures, beautiful fragrances, and rituals that elevate their daily routine.
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Q: Is there a ‘hero’ product?
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A: Absolutely. Our hero product is the deep damage repair hair mask, which has become a cult favourite in Korea and internationally. It perfectly represents what makes Unove unique: intensive repair powered by advanced ingredients, paired with an indulgent user experience.
