Overview
MOEV is a scalp-first Korean haircare brand that frames healthy hair as starting beneath the surface, at the scalp. It urges caring for the source rather than the symptoms and treating the scalp like skin. Its stated brand philosophy is 'Holistic. Nature-based. Minimal.'
History
MOEV brand launched (July 2024), with actress Han Ye-seul as its exclusive model↗
Actress Han Ye-seul appointed as MOEV exclusive brand model (announced 23 July 2024)↗
Reported ~530,000 units sold within the first year and #1 ranking in Olive Young's haircare category↗
UAE / Middle East storefront (shopmoev.com) live (site copyright 2025)↗
Signature products
Formulated with Annurcatin™, developed through moev's proprietary ingredient design, this functional shampoo is designed to help relieve hair-loss symptoms by supporting scalp and hair root health.↗
A silicone-free hair treatment, safe for scalp contact, that gently coats and cares for hair from root to tip.↗
Powered by annurca apple extract, this featherlight oil essence repairs and strengthens hair through improved protein bonding, reduces breakage and split ends, and provides heat protection up to 235°C.↗
Formulated with Annurcatin, this scalp-first solution delivers essential nourishment to your hair roots while instantly absorbing oil and buildup, with zero residue and no white cast.↗
A silicone-free, functional water treatment formulated with moev's proprietary ingredient Annurcatin, wheat proteins, and PPT + LPP, designed to gently care for hair with a steam-pack effect while helping relieve hair-loss symptoms.↗
The multifunctional steam hair brush that works beneath the surface - infusing moisture deep into every strand for visibly healthier hair. Clinically shown to improve shine, scalp elasticity, tensile strength, root volume, hairline density, and resistance to heat, perm, and UV damage.↗
Ingredients & philosophy
MOEV is a scalp-first Korean haircare brand that frames healthy hair as starting beneath the surface, at the scalp. It urges caring for the source rather than the symptoms and treating the scalp like skin. Its stated brand philosophy is 'Holistic. Nature-based. Minimal.'
Ownership & group
Sources
T1 primary · T2 secondary · T3 note- [1]T1shopmoev.comhomepage
- [2]T1shopmoev.com/pages/about-usabout
- [3]T2shopmoev.com/pages/care-lineingredients
- [4]T2shopmoev.com/pages/routineother
- [5]T2moevhair.comhomepage
- [6]T3stylekorean.com/news/brand-spotlight-moev/458external_other
- [7]T3sports.khan.co.kr/article/202407232341003external_other
- [8]T3thefirstmedia.net/news/articleView.htmlexternal_other