British-founded dry shampoo brand grows presence in Target, Walmart and CVS while gaining momentum in South Korea’s leading beauty retailer Olive Young.
February 2026
Already established as a growing dry shampoo brand in the United States with listings in major national retailers including Target, Walmart and CVS, UK- founded COLAB is now expanding its international footprint with rising momentum in South Korea — one of the world’s most influential and progressive beauty markets – underscoring that a consumers appetite for great innovation and trend can be a two way street.
As K-Beauty continues to shape global beauty trends, COLAB is bucking the trend and emerging as a cross-market success story, gaining traction in both exports to the US and Korea, two of the world’s most trend-driven and socially connected beauty landscapes.
Now stocked in Olive Young, South Korea’s leading beauty retailer, COLAB is building a strong presence, winning over Korean consumers and influencers with its design-led packaging, high-performance formulas and social-first brand approach.
COLAB’s white-residue-free formulas, dermatologist-tested sensitive variants and Vitamin E-enriched blends are particularly well suited to darker hair tones.
Its portable, on-the-go formats also align with Korea’s fast-paced, style-conscious consumers. Hero SKUs including Original, Extreme Volume and Sensitive are performing strongly with shoppers seeking instant refresh without compromise.
With over one million units sold in Korea to date and annual growth of 28%, COLAB is building meaningful momentum in one of beauty’s most competitive markets. Brand owner and beauty incubator SLG Brands reports growing interest from regional retailers, with further expansion planned across Asia in 2026.
Like many modern beauty brands, COLAB’s rise has been fuelled by its digital community. The brand is currently the most-followed dry shampoo on TikTok and has generated more than 390 million video views over the past five years, demonstrating the borderless nature of social-driven beauty.
Lucy Beresford, Managing Director at SLG Brands, said: "Beauty today is globally connected. Trends move quickly across borders, and consumers everywhere expect products that truly perform. Seeing COLAB resonate in both the US and Korea shows that our focus on performance, design and social-first storytelling translates internationally. For us, this is just the beginning of our global growth journey."
From US mass retail to Seoul’s beauty hotspots, COLAB’s trajectory reflects a new era of beauty influence where innovation flows in multiple directions. As K-Beauty continues to inspire Western markets, brands like COLAB show that global beauty inspiration is now a two-way exchange.
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SLG is a global beauty brand owner and incubation platform that has developed and launched some of the world’s most exciting, authentic, and trend-forward beauty brands. Founded in 1985 and led by Miles Dunkley alongside Lucy Beresford and Richard Buckland, SLG brings indie-brand adaptability together with global authority, innovation, and industry-leading expertise. Its portfolio includes COLAB Dry Shampoo, Johnny's Chop Shop, Rhyme&Reason, Velvotan, and Happy Hair People, with a legacy of partnerships spanning fashion, celebrity, and influencer-led brands worldwide.