KUNDAL

KUNDAL is a South Korean hair and body care brand that debuted in Seoul in 2016 under its parent company, THE SKIN FACTORY [1]. It is built around macadamia oil and a large catalogue of signature fragrances, positioning itself as an affordable alternative to higher-priced K-beauty. The brand frames hair washing as a scent-led, multi-sensory routine, and its products are sold across more than 60 countries [2].

The name is a coined one. According to the company, KUNDAL combines "KUNST," meaning art, skill and professionality, with "KINDAL," its term for macadamia from nature — a pairing that signals the two ideas the brand returns to most often: craft and the macadamia base.

KUNDAL launched in Seoul in 2016 as a brand of THE SKIN FACTORY [1]. Its founders are not publicly named. From the start it concentrated on hair and body care formulated around macadamia oil, paired with an unusually wide fragrance range for the category. The mission the company states is to "invent nature inspired beauty by combining various natural extracts and leading technology on top of the luxurious macadamia oil." It frames its two core values as "Nature Inspired Beauty" and "Affordable Luxury."

KUNDAL grew quickly in its home market. By the company's account it became the best-selling personal care brand on the Korean platform Coupang within two years, with daily sales averaging between 10,000 and 20,000 units. International expansion followed: the brand describes a move into Russia in 2018, before reaching Poland, Spain, the United States, Singapore, Indonesia and Malaysia [1]. At its July 2019 launch on Qoo10 Singapore, KUNDAL says all 5,000 units it offered sold out within ten days [1].

In April 2024 the brand brought its Honey and Macadamia Duo to Costco stores nationwide in the United States, a step that widened its mainstream retail presence beyond online marketplaces [2].

KUNDAL is owned by THE SKIN FACTORY [1]. On its US-facing storefront the brand also trades under the combined name "KUNDAL NACIFIC," reflecting a tie to the Korean skincare label NACIFIC, whose products appear within KUNDAL's own skincare range.

Scent is central to how KUNDAL presents itself. The company describes beauty as "an immersive, multi-sensory journey" and leans on a deep fragrance library rather than a single signature smell. It positions its products at an accessible, drugstore-level price point, with distribution through marketplaces such as Amazon and Walmart [3].

How large that fragrance library is depends on the source and the year. KUNDAL's own site currently cites "50+ unique and signature fragrances," while an earlier brand blog referenced 25 fragrances and a 2024 Haute Living feature counted "over 72" [2]. The figures track the range's growth over time rather than a genuine dispute. Haute Living also reported that the scents are developed by a team of 11 in-house perfumers [2].

The brand's best-known products are its Honey & Macadamia shampoo and protein treatment, sold in 500ml bottles, with White Musk among the most prominent fragrances [3]. Beyond macadamia oil, KUNDAL's hair lines draw on ingredients including caffeine, barley yeast, mugwort, soymilk and tea tree. The company states its formulas are "free from Sulfate, Parabens and Mineral Oils" and says it uses ingredients rated at "EWG Green Grade," a reference to the Environmental Working Group's ingredient hazard scoring.

In an editorial review, Refinery29 described KUNDAL as "Korea's number one shampoo brand" and one of the best-smelling hair brands available, noting its rise to viral status on TikTok, where the brand says the #KUNDAL hashtag has gathered more than 17,000 posts [3]. The Refinery29 writer found the products held particular appeal among natural hair communities, especially people with Type 4 curls. In 2024 Haute Living profiled the brand as a K-beauty name redefining hair care through long-lasting scent [2].

KUNDAL is an active and expanding brand. It maintains a retail presence in more than 60 countries, completed its US Costco rollout in 2024, and continued to publish official brand content through 2025 [2].