Refilled, a South Korean scalp and hair care brand specializing in proactive hair loss management, is strengthening its appeal to younger consumers with its official entry into Musinsa Megastore Seongsu, a major experiential retail space in one of Seoul's trendiest neighborhoods.

The brand announced on April 30 that it joined as an initial tenant when the Musinsa Megastore Seongsu opened its doors on April 24. Located in Seongsu-dong (성수동), the sprawling store blends fashion and beauty in an immersive format that draws a high proportion of MZ generation visitors, those born roughly between the mid-1990s and early 2010s who shape much of the city's vibrant consumer culture.

The functional scalp care market has expanded rapidly in recent years as more people shift from treating hair loss after it occurs to preventing it through daily routines. Demand has grown especially among people in their 20s and 30s who are embracing early intervention.

Refilled solidified its reputation by winning first place in the hair loss care category at the Musinsa Beauty Awards 2025. Company officials noted that strong user reviews and real-world results have built the trust needed to expand into physical retail spaces.

At the store, visitors can explore the brand's flagship line, including the Cytokine Booster Pro daily scalp serum, along with treatments and the dual eyelash ampoule. All products feature the brand's patented ingredient cADPR, a form of cyclic ADP-ribose developed through years of research to help alleviate hair loss symptoms and strengthen hair roots.

Refilled is also offering special collaboration sets with Catch! Teenieping, the popular Korean animated character series beloved by younger audiences. One set pairs the Booster Pro with a Long Longping hand mirror, tapping into both wellness trends and the playful character merchandise culture that resonates with Gen Z shoppers.

Through this entry, Refilled plans to intensify offline experiential marketing and broaden opportunities for customers to engage directly with the brand.

Jeong Geun-sik, CEO of Constant, the company behind Refilled, said the perception of hair loss care is evolving. "It is no longer a concern limited to certain age groups but has become part of everyday self-care for everyone," he noted. "We will continue expanding touchpoints with consumers through diverse channels going forward."

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