MOEV: The Korean Hair Care Brand

An Introduction to the Brand

MOEV is a popular Korean hair care brand built on the belief that healthy hair starts at the scalp. Its products are designed to address hair thinning, lack of volume, breakage, and oily scalps while promoting the shiny, smooth "glass hair" look.

The name MOEV combines two words: "Mo" (毛), meaning hair strand or texture, and "Ever," representing continuity and lasting resilience.

History of the Brand

MOEV was officially launched in South Korea in 2024. Shortly after its debut, the brand signed renowned South Korean actress Han Ye-seul as its brand ambassador, helping establish a premium image and quickly gain recognition.

Later that year, MOEV introduced its signature Annurcatin Complex line. The collection reached the No. 1 spot in Olive Young's haircare rankings and sold more than 800,000 units within its first year on the market.

MOEV’s Growing Popularity Around the World

Source: Instagram

Since its launch, MOEV has expanded its roster of ambassadors and campaign models, including:

MOEV is also widely used and promoted within South Korea's salon industry, including by celebrity hairstylist Boda, who is known for creating looks for K-pop idols such as Apink's Yoon Bomi. Because K-pop idols and their stylists often influence beauty trends, products they use frequently gain popularity among consumers.

Beyond Korea, MOEV has built a strong social media presence on Instagram and TikTok, reaching consumers around the world.

MOEV products have spread across different regions including Europe, East Asia, and North America. International consumers have discovered the brand through influencer recommendations, social media content, and the increasing availability of MOEV products through global retailers.

Best-Selling Products

Source: Style Korean

MOEV has many popular and top-selling products. The variety of products allows for a simple multi-step process while recreating a luxury salon routine at home. All of the products are formulated without harsh sulfates, silicones, or parabens! Most of their products range from ₩24,000-₩35,000 South Korean won ($15-$30 USD)

Below are the brand’s best-selling products

Annurcatin Shampoo:  A rich and refreshing shampoo designed to leave hair feeling soft while strengthening and treating hair at the root.

Annurcatin Treatment: This silicone-free treatment is to be used after shampoo. This gel texture will create soft, and smooth hair while leaving hair feeling lightweight.

Annurcatin No Sebum Hair Cream: This cream is designed to be used after washing and drying your hair. It helps control excess oil and provides long-lasting oil reduction for a fresher, cleaner feel.

Annurcatin Hair Oil Essence:  This hair oil essence is designed to be applied to damp, towel dried hair or dry hair, focusing on your midlengths and ends. It will provide heat protection, tame frizz, and repair damaged hair.

Hair Steamer Pro: This product is coming soon and is a device which gently opens the hair cuticles to allow their protein-rich treatments to fully absorb into the hair strands. With this professional salon-like tool used at home, you get a luxury and convenient experience

Unique Ingredients

Source: MOEV

The key ingredient in MOEV products is the Annurca Apple Extract that is sourced from orchards in Southern Italy. Annurca apples provide a high concentration of Procyanidin B2. This is a natural antioxidant which contributes to hair growth, increasing hair density, and stimulating hair follicles. 

Their featured scent, "Annurcatin" combines notes which include apple, eucalyptus, freesia, rose, musk, and sandalwood. It provides a luxurious, fruity, and refreshing scent in all of their products. 

Besides these ingredients, MOEV also incorporates caffeine, biotin, and a complex of more than 50 proteins and amino acids to strengthen the hair.

Who are These Products For?

Source: MOEV

MOEV products are great for all hair types! They are a good fit for those with sensitive scalps, especially its signature Annurcatin shampoo which is gentle, highly concentrated, and allows for soft volume and healthy scalp and strands. If you are dealing with an unbalanced scalp, hair thinning, or hair loss this is the brand for you!

Where to Buy MOEV Products

There are many in person and online retailers in which you can purchase MOEV products. Some of these include:

Daebak

At Daebak, we’re passionate about sharing Korean culture with the world. From travel inspiration and cultural guides to curated Korean products delivered straight to your door, we’re here to help you experience the best of Korea wherever you are.

You can also find select MOEV products through Daebak. If you're interested in trying the products featured in this article, check out the Daebak K-Beauty Box here.