Every morning, 32-year-old office worker surnamed Cho in Seoul meticulously sprays an anti-hair-loss medicine on his scalp.

Despite his young age, hair care has been one of Cho’s inevitable routines, as he has seen some signs of hair loss in the past few years. 

“I took anti-hair-loss medication for three months earlier this year and I did see some improvements. Concerned about the possible side effects, I quit the medication and started to use the hair spray. This also seems to be effective,” Cho said.

“I just don’t want to look older than I am. I believe appearance is also one of the key factors that determine the individual’s competitiveness these days,” he added. 

Hair loss may be nothing more than a sign of aging. But for many Koreans these days, keeping your hair and scalp healthy has become an important factor that can affect their first impression, love life and even their job prospects. 

According to the Korean Dermatological Association’s survey this year, 85 percent of hair loss patients said their daily life was affected by the condition. Over half of the respondents who are single said they were concerned about the possible impact of hair loss on their marriage prospects.

“Hair loss is something that requires a medical treatment as it can lower the self-esteem and quality of life, ultimately leading to a less active social life,” said dermatologist Kang Hoon at the Catholic University of Korea.

With the importance of hair being more highlighted, the number of patients who received hair loss treatment also soared to about 207,900 last year, up by 17 percent compared to 2010, National Health Insurance Service data showed.

The agency estimated the actual number of people experiencing hair loss at around 10 million, considering those who choose not to seek treatment for milder symptoms. 

The number of young patients in their 20s and 30s has jumped to over 40 percent in the past five years, due mainly to stress, the data added.

With rising demand from the young generation, the hair loss industry in Korea has grown rapidly. The Korean Hair Research Society now estimates the size of the market at 4 trillion won ($3.6 billion).

While the methods to prevent and cure hair loss vary from using organic shampoos and non-medical spray to having hormone medication, evolving medical technology has attracted patients with “no pain and no incision” hair transplant surgeries.

The majority of patients, however, were still found to have preferred cosmetics or non-medical products such as special shampoo or tonics for the hair loss treatment, rather than surgical treatment, according to the KHRS’s recent survey.

Along with the growth of the hair care sector, the wig industry is also expanding.

In the case of the country’s No. 1 wig company Hi-Mo, sales soared to 69.2 billion won last year, jumping by 15.5 percent compared to 2012.

While about 80 percent of sales accounted for wigs for middle aged men, the company is widening the business to target women and the younger generation who have hair loss problems.

Last year, the number of customers in their 20s and 30s made up 24 percent, with women increasing by 12 percent on-year, the company said.

Along with the demand from the home country, the wig companies are putting efforts into attracting foreign customers.

Wig company Haircouture has already drawn about $7.5 million in sales in both Korea and the US in 2014.

To speed up the move into the overseas market, wig giant Hi-Mo established a wig production plant in Myanmar last year, with an injection of $10 million. 

By Lee Hyun-jeong (rene@heraldcorp.com)