The professional haircare brand from Seoul brings its hydrating shampoo for dry, frizzy and chemically treated hair to U.S. shoppers.
MOO100 (moobaek), a professional haircare brand from South Korea operated by Starhills Cosmetic, has entered the U.S. market through Amazon. The brand began selling on Amazon US in October 2026.
The launch is led by the brand’s Grapefruit Water Shampoo. The shampoo has sold more than 1 million bottles since its release in Korea, according to company data.
Key facts
- Brand: MOO100 (moobaek), operated by Starhills Cosmetic, Seoul, South Korea
- U.S. launch: October 2026, on Amazon
- Signature product: Grapefruit Water Shampoo, 1,000 ml (33.8 fl oz)
- Key ingredients: vitamin C-rich grapefruit water (100,580 ppm), panthenol, allantoin
- Salon use: chosen by more than 20,000 hairstylists in South Korea (based on MOO100 salon customer data)
- Also on Amazon US: Grapefruit Butter LPP Treatment, Bamboo Mint Shampoo, AHA BHA Bamboo Mint Scalp Scaler, Blackberry Oil Serum
- Sales: more than 1 million bottles sold from launch through June 2025 (company data)
Salon expertise for everyday haircare
MOO100 is a haircare brand built on professional salon expertise. It focuses on the basics of healthy-looking hair, starting with the scalp and the hair itself.
The brand makes salon-quality products for everyday use at home. Its products come in 1,000 ml sizes, a nod to the brand’s salon roots.
A hydrating shampoo for dry and damaged hair
The Grapefruit Water Shampoo is MOO100’s signature product. Its formula contains 100,580 ppm of vitamin C-rich grapefruit water, along with panthenol and allantoin.
The shampoo is made for hair that feels dry, frizzy or rough, including hair that has been permed or colored. It adds moisture as it cleanses. After washing, hair feels soft, smooth and moisturized, with a fresh grapefruit scent.
The shampoo has sold more than 1 million bottles from its launch in Korea through June 2025, according to company data. It is the product most customers know MOO100 for.
A wider lineup on Amazon US
MOO100 offers four more products on Amazon US:
- Grapefruit Butter LPP Treatment: pairs hydrolyzed keratin with grapefruit water for dry, damaged hair
- Bamboo Mint Shampoo: made with bamboo water for a refreshing scalp cleanse
- AHA BHA Bamboo Mint Scalp Scaler: a scalp cleansing step
- Blackberry Oil Serum: a finishing step for smooth-looking hair
Each bottle lists its main ingredients on the front. Customers can check them and choose the right care for their hair and scalp.
“MOO100’s Grapefruit Water Shampoo has been a favorite among over 20,000 hairstylists in South Korea, and we’re excited to bring the same salon-inspired haircare experience to U.S. consumers through Amazon,” said a MOO100 spokesperson.
Availability
The MOO100 Grapefruit Water Shampoo (1,000 ml / 33.8 fl oz) and the rest of the lineup are available now through MOO100’s official Amazon store.
About MOO100
MOO100 (moobaek) is a Korean haircare brand operated by Starhills Cosmetic and based in Seoul. Drawing on professional salon experience, the brand develops shampoos and treatments that focus on the fundamentals of scalp and hair care. In October 2026, MOO100 entered the U.S. market through Amazon, led by its Grapefruit Water Shampoo.
Media Contact
Company: Starhills Cosmetic (MOO100)
Contact: Minji Choi, Manager
Email: mjchoi@pschair.co.kr
Website: https://www.moo100.com
City:: Seoul
Country: South Korea