RYO (Korean: 려; Hanja: 呂) is a South Korean hair-care brand owned by Amorepacific Corporation. Established in 2008, it specialises in scalp care, hair-root care and hair-loss symptom care.1 The brand combines traditional Korean herbal ingredients with Asian botanical science and modern research into scalp and hair health.1 RYO is particularly noted for shampoos and treatments designed to maintain healthy hair by focusing on the condition of the scalp and roots rather than solely the visible hair shaft.

Amorepacific launched RYO in 2008 as a premium hair-care brand grounded in Korean herbal medicine traditions.1 Its development drew upon the parent company’s extensive history of scalp and hair research, with Amorepacific stating that its advanced scalp research technology originated in 1973.

The brand’s philosophy centres on the principle that beautiful hair begins with a healthy scalp and strong roots. Amorepacific describes this approach as tending to the “land” of the hair—the scalp—rather than focusing exclusively on the visible hair shaft.2

RYO subsequently expanded beyond South Korea. It entered the Chinese market in 2013, initially offering several product lines before promoting its Jayangyoonmo range as part of an anti-hair-loss positioning strategy.3 The brand has also established a significant presence across the ASEAN region, with Amorepacific identifying Jayangyoonmo shampoo as a particularly successful product in both Korean and ASEAN markets.4

The name RYO is written in Korean as 려 and in Hanja as 呂. The brand’s conceptual identity relates to the connection between the earth and hair roots. Amorepacific draws an analogy between a tree and human hair, positing that just as a tree requires healthy soil and roots to thrive, healthy-looking hair depends on the condition of the scalp and hair roots.5

This concept is encapsulated in the brand’s English positioning statement, “Root Your Own beauty”, which summarises the belief that beauty begins at the roots.6

RYO’s philosophy is broadly defined as achieving stronger-looking, fuller hair through a healthy scalp and healthy roots. Rather than treating shampoo primarily as a cleansing agent, the brand positions hair care as a form of fundamental scalp and root management.

Products frequently emphasise concepts including scalp health, hair-root strengthening, hair-loss symptom care, nourishment, scalp moisture, sebum management, hair volume, hair resilience and traditional Korean herbal ingredients. In contemporary messaging, the brand describes this philosophy as “Root Care”.7

A defining characteristic of RYO is the integration of Korean herbal medicine (hanbang) with contemporary cosmetic science. An early formulation concept was Johwadan™, which Amorepacific describes as incorporating ingredients associated with different aspects of plant growth:

• Ginseng: Associated with nourishing and strengthening the roots.
• Cnidium: Associated with circulation.
• Pine needles: Associated with sebum care.
• Camellia: Associated with the beauty and condition of the hair.

This concept uses tree growth as a metaphor for the scalp, roots, hair and eventual healthy appearance.8 Ginseng remains central to the brand’s identity, supported by decades of Amorepacific research into Korean ginseng and its applications in hair care.

RYO maintains a broad portfolio that extends beyond shampoo. Products include shampoos, conditioners, hair treatments, scalp essences, scalp tonics, hair oils, hair packs and specialised hair-loss-care items. The current Korean portfolio includes categories such as ROOT:GEN, Jayangyoonmo, Heuk-Yoon Saeng-Gi and Hambit.15

Jayangyoonmo

Jayangyoonmo (자양윤모) is one of RYO’s most recognised lines, focusing on hair-loss symptom care and scalp and hair nourishment. Products are differentiated according to scalp characteristics, with formulations available for oily, normal/dry and sensitive scalps.11 This line has been instrumental in the brand’s international growth, with Amorepacific citing Jayangyoonmo shampoo as a long-running success in both Korea and ASEAN markets.4

ROOT:GEN

ROOT:GEN represents a move towards technologically sophisticated and personalised hair-loss care. Launched in 2023, the name combines the concepts of “root” and “gene”.3 The line was developed to address distinct hair-root and hair-loss concerns for men and women, aiming to provide individualised care through gender-specific technology.12 Current ROOT:GEN products include specialised shampoos, treatments and scalp essences for men and women.13

Heuk-Yoon Saeng-Gi

Heuk-Yoon Saeng-Gi (흑윤생기) is a product family associated with hair nourishment and the appearance of healthier, more vibrant hair. It forms part of the brand’s broader range of specialised Korean herbal hair-care solutions.14

Hambit

The Hambit range focuses on damaged and nutritionally depleted hair, complementing RYO’s scalp-focused products with care for the visible hair itself. Current products in this line include shampoo, conditioner and treatment.

RYO Classic

Introduced as a modern interpretation of the brand’s traditional herbal identity, RYO CLASSIC incorporates fermentation science involving ingredients such as camellia, green tea and ginseng.9 Its positioning combines traditional Korean-inspired hair nourishment with modern fermentation technology. The packaging was designed around a refined Korean aesthetic, featuring forms inspired by white porcelain.9

While RYO emphasises Korean herbal traditions, it is not positioned solely as a traditional herbal cosmetics company. Parent company Amorepacific has conducted decades of research into scalp, hair and botanical ingredients, which serves as the scientific foundation for the brand’s root-care positioning.16

The brand’s evolution reflects a combination of traditional Korean ingredients, Asian botanical research, modern cosmetic technology and scalp science. This integrated approach is often described by RYO as “Asian Phyto Science”, a term particularly prominent in the design and positioning of the ROOT:GEN line.17

Hair-loss care is a primary area of specialisation for RYO. Many products are specifically positioned for “hair-loss symptom care”, and in Korea, certain RYO products are classified and marketed as functional cosmetics for this purpose.18

The brand’s approach has evolved from broad herbal nourishment towards increasingly segmented solutions designed around different scalp types, genders and specific hair concerns. For example, the ROOT:GEN line provides separate male- and female-focused products rather than treating hair loss as a universal issue.19

RYO has undergone several major stages of development since its inception:

• 2008: RYO launches as Amorepacific’s Korean herbal premium hair-care brand.19
• 2010s: The brand develops and expands specialised products centred on scalp health, hair roots and hair-loss concerns.
• 2013: RYO enters the Chinese market and begins expanding its product portfolio and distribution.12
• 2015 onwards: RYO continues developing its presence outside Korea, particularly in Asian markets.4
• 2023: The brand launches ROOT:GEN, introducing a more personalised and technologically oriented approach to hair-loss care.3
• 2024: RYO introduces the Classic line, combining fermentation science, herbal ingredients and a refined interpretation of traditional Korean aesthetics.9
• 2026: RYO continues to develop hair-loss science and personalised scalp-care solutions, with ROOT:GEN remaining a key premium line.19

RYO’s visual identity combines traditional Korean aesthetics with contemporary premium cosmetics design. Historically, the brand has utilised deep brown and red tones, gold accents, ginseng imagery, Korean herbal motifs and stylised typography. An earlier premium shampoo redesign, for instance, used dark brown packaging, gold foil and ginseng imagery to communicate luxury and traditional herbal nourishment.10

The newer ROOT:GEN identity adopts a more modern aesthetic. Its English logo features a distinctive curved ‘R’ intended to evoke the elasticity and beauty of healthy hair, while grid-based packaging and horizontal-line textures communicate the idea of a customised prescription.8

RYO occupies a distinctive position within the K-beauty sector. While many Korean hair-care brands emphasise fragrance, styling or shine, RYO differentiates itself by making the scalp and hair root the starting point of its beauty philosophy. Its identity sits at the intersection of K-beauty, Korean herbal medicine, scalp science, hair-loss care and premium hair care. This positioning has enabled RYO to evolve from a traditional herbal shampoo brand into a broader scalp and hair-health brand.19

RYO is owned by Amorepacific Corporation, one of South Korea’s major beauty companies. While Amorepacific’s portfolio includes numerous Korean beauty brands, RYO specifically occupies the company’s scalp, hair-root and hair-loss-care segment.19

1. RYO | Amorepacific
2. Ryo goes from strength to strength in the Chinese market – AMOREPACIFIC STORIES – ENGLISH
3. Amorepacific Creatives – RYO ROOT:GEN LINE
4. 呂獲獎經歷 | RYO Hong Kong
5. 뿌리로 자라는 아름다움, 려
6. 화윤생 | 려(呂) – 한방 프리미엄 헤어케어
7. 뿌리로 자라는 아름다움, 려
8. RYO ROOT:GEN LINE DESIGN STORY – AMOREPACIFIC STORIES – ENGLISH
9. Amorepacific Creatives – 2024 RYO CLASSIC LINE
10. Amorepacific Creatives – Ryo Premium Shampoo Renewal
11. #Amorepacific Hair Loss Science Brand ‘RYO’ Brand Manager Soyeon Park – AMOREPACIFIC STORIES – ENGLISH
12. Korea’s Leading Premium Hair Care Brand Ryo Makes Stronger Inroads into China by Launching Ant-hair loss Line | Amorepacific
13. 브랜드 스토리 | 려(呂) – 한방 프리미엄 헤어케어
14. 려 화윤생 뷰티풀에이징 샴푸 | 려 한국
15. 전체제품 맵 | 려(呂) – 한방 프리미엄 헤어케어
16. 呂 RYO 官方網站 | RYO Hong Kong
17. Amorepacific Creatives – Works
18. Amorepacific Creatives – Works
19. 려 | 아모레퍼시픽