The global expansion of “K-Beauty” is evolving beyond skincare and makeup, venturing into the specialized realm of scalp health and hair loss prevention. In a significant move for the sector, Refilled, a specialized hair loss and scalp care brand developed by Constant, has announced its entry into the North American market through a partnership with one of the region’s most influential beauty retailers.
Refilled is now available in 600 Ulta Beauty stores across the United States. This strategic rollout marks a pivotal moment for the brand, as it seeks to establish a “K-hair loss care” standard globally by leveraging scientific innovation and clinical data to appeal to the discerning North American consumer.
The expansion began digitally on March 22, with the brand’s launch on the Ulta Beauty online mall. This was followed by the physical rollout, which commenced on April 5, 2026, with products being sequentially displayed and sold across the 600-store network according to company reports. The brand’s leadership, headed by CEO Jung Geun-sik, indicates that further store expansions will be considered based on consumer response.
Scientific Foundation: The Role of cADPR and AI Diagnostics
Unlike many cosmetic hair products that focus primarily on aesthetic volume or surface-level cleaning, Refilled positions itself as a “scalp care” brand focused on improving the fundamental environment of the scalp. The cornerstone of this approach is a proprietary patented ingredient known as cADPR.
According to data published in the international journal Applied Sciences, the cADPR ingredient has been shown to increase the Wnt/β-catenin signal transcription activity—which promotes hair growth—by approximately 2.3 times. The research indicates that the ingredient significantly reduces TGF-β2, a factor associated with hair follicle regression as detailed in SCI-level papers.
Beyond the chemical formulation, Refilled has integrated technology into its market entry strategy. At the CES 2026 event in January, the brand showcased an Artificial Intelligence (AI) scalp analysis solution. This combination of a scientifically validated ingredient and high-tech diagnostic tools is credited with attracting the attention of North American buyers and facilitating the agreement with Ulta Beauty.
Product Lineup and Market Strategy
The product suite arriving at Ulta Beauty is designed as a “routine-based solution,” focusing on the dual goals of scalp environment improvement and hair reinforcement. The primary lineup includes:
- Hair Recovery Cytokine Booster Pro: Designed for intensive scalp recovery.
- Hair Recovery Cytokine Effector Plus: A targeted treatment for hair strength.
- Cytokine Spa and Deep Repair Treatment: A comprehensive repair solution for the scalp and hair.
By targeting North American consumers through a multi-channel approach—combining the reach of a massive physical retail footprint with an online presence—Refilled is attempting to bridge the gap between professional dermatological treatments and over-the-counter beauty products. The focus on “K-hair loss technology” allows the brand to differentiate itself from local competitors by emphasizing the rigorous scientific standards and innovative ingredients typical of the Korean beauty industry.
Global Trajectory: Beyond North America
The entry into the U.S. Market appears to be the first step in a broader global strategy. Following the official start of sales at Ulta Beauty on April 5, the company announced on April 6 that This proves receiving significant interest from other international markets. According to a report from Sports Kyunghyang, Refilled is currently experiencing “love calls” from various global distribution channels and partner companies in Europe and India.
This momentum suggests a growing international appetite for specialized scalp care. As consumers increasingly view scalp health as an extension of skincare—a trend often referred to as “skinification” of the hair—the demand for clinically backed solutions like those offered by Refilled is expected to rise.
Key Takeaways of Refilled’s US Expansion
- Retail Reach: Entry into 600 Ulta Beauty physical stores and the Ulta online mall.
- Scientific Edge: Use of cADPR ingredient, proven in SCI-level research to boost hair growth signals by 2.3x.
- Tech Integration: AI-driven scalp analysis presented at CES 2026 as a key driver for buyer interest.
- Future Outlook: Active expansion plans targeting European and Indian markets following the North American launch.
As Refilled monitors the initial consumer response in the United States, the next phase of its strategy will likely involve the evaluation of additional store expansions within the Ulta network and the formalization of partnerships in the European and Indian markets. We will continue to track the performance of these “K-hair loss” innovations as they integrate into the global beauty landscape.
Do you believe the “skinification” of scalp care will become the dominant trend in hair health? We invite you to share your thoughts and experiences in the comments below.