It’s tough to be late to something viral. I watched K-Pop Demon Hunters for the *first time* last week to prep for the Grammys, and thought it was perfect. But I can’t tell anyone that at this point. I’m the last person in the world to hear “Golden.”

To save you from similar embarrassment, here’s some info that’s bound to be hot and is currently hot off the press. On February 3, cult-favorite Korean haircare brand Unove is officially launching in the U.S. Their arrival makes them the first K-haircare brand to launch at Sephora (though they’ve been the number one haircare brand at Olive Young for four years running). You know how your favorite K-Pop star has the silkiest, shiniest hair? They’re probably using Unove.

“For Unove, glass hair isn’t a look—it’s a result of healthy repair, and that’s something consumers can feel from the very first use,” Selena Moon, Unove’s brand director, tellsByrdie. “Aesthetically, our design, fragrances, and look elevates everyday routines into something that feels indulgent, because self-care should be just that!”

To celebrate the launch, Moon caught us up on all things Unove.

About the Brand

Unove is new to Sephora, but they’re not new new. So, why party in the U.S.A. now? Moon says it just feels like a perfect and natural inflection point.

“Unove reached the number one position in Korea within just one year of launch and has maintained that leadership for four consecutive years, with a 67% repurchase rate—proof that our formulas and philosophy deliver real, lasting results,” she notes. “The U.S. felt like the right market because it represents the most diverse range of hair textures and routines. Unove was created from the start to work across different hair types, making this a natural next step for the brand. We’re excited to be launching at Sephora U.S. as the first Korean haircare brand, bringing proven K-haircare performance to a diverse range of hair types.”

The Must-Have Product

Unove’s range is full of innovative and hair-loving products, from oils to leave-ins and of course your new favorite shampoos and conditioners. Moon explains that the foundation of all the products is keratin, our hair’s primary structural protein.

She does have a favorite offering, though: The Deep Damage Repair Mask. It works in one to three minutes, contains 30,000 ppm of Keratin-PF, and “represents what Unove stands for.” It’s also powered by the brand’s proprietary DeepCore Bond Repair Technology, a multi-level system designed to support internal bonds while sealing the hair cuticle.

“It’s the number one treatment in Korea and a global bestseller. It’s easy to use, delivers powerful results, and offers a beautiful sensorial experience—so you get both functional performance and feel-good satisfaction at the same time,” notes Moon. “This product in particular has a unique dense gel-cream texture enriched with high-nourishment ingredients. Its texture clings closely to the hair, allowing it to absorb deeply and deliver exceptional softness and repair.”

(Apparently, Korean consumers even call it the “cling-to-hair mask” because of how tightly it adheres itself to damaged strands.)

“Unlike many hair masks that need to be left on for five to twenty minutes to be effective, this formula delivers real results almost instantly,” Moon says. “It truly helps maintain healthy hair, and it’s also our most loved and widely used product globally—which is why it’s personally my favorite!”

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The Glass Hair Effect

This fast-acting performance reflects the brand’s belief that effective haircare should fit seamlessly into real, everyday routines.

“Unove is inclusive by formulation, not by segmentation—our products are designed to deliver glass-like softness and shine across straight, wavy, curly, coily, and color-treated hair,” says the brand director. “The ‘glass hair’ effect comes from repairing the hair from the inside first, then smoothing and sealing the outer cuticle so light reflects evenly across the surface. That’s what creates hair that looks ultra-glossy, feels silky, and still moves naturally.”

And yes, introducing America to the magic of mirror-like shine is what Unove is most excited about with their U.S. launch. More specifically: consumers finally being able to experience their “glass hair” movement.

“Unove products deliver immediate softness and shine, but they’re also working internally to strengthen and repair the hair over time. That balance—visible results you can feel instantly, paired with long-term hair health—is what makes the brand special,” Moon adds. “We’re especially excited for consumers to experience how effortless high-performance haircare can be: products that deliver visible softness and shine quickly, without complicated routines or long wait times.”

You can shop Unove beginning Tuesday, February 3 online at Sephora.com and Friday, February 13 in-store at Sephora.