MOEV

MOEV is a South Korean haircare brand that describes itself as blending K-beauty innovation with premium ingredients for salon-quality, scalp-focused hair care. It launched in July 2024 and builds its range around a proprietary ingredient it calls Annurcatin, derived from Annurca apple extract [8].

The brand operates from Seoul's Gangnam district and is tied to the Korean company InovaInKorea. Its stated philosophy is summarised in three words — "Holistic. Nature-based. Minimal." — and its tagline, "Healthy Hair Starts Beneath the Surface," reflects a scalp-first approach that, in the company's words, treats the scalp like skin and cares for the source rather than the symptoms.

Ownership is recorded differently across sources. A July 2024 Korean news report lists MOEV as one of several lifestyle brands operated by InovaInKorea, alongside Pureumwellness, RealMoist, GlutaChica and Zenu, and names co-representatives Kim Jong-sung and Choi Kyu-seok [7]. By 2026, the brand's own Korean site lists a dedicated corporate entity, MOEV International Co., Ltd., with Choi Gyu-seok as chief executive [5] — the same individual named as an InovaInKorea co-representative, which points to a later spin-off or restructuring. No source explicitly identifies a founder.

MOEV's catalogue spans scalp care, hair care and a fragrance line. Its signature is Annurcatin, a complex the company presents as its own proprietary ingredient design, centred on Annurca apple extract — an apple variety grown in southern Italy that the brand describes as rich in procyanidins and effective for hair at the root. A K-beauty editorial feature reported that the shampoo contains 20,000 ppm of Annurca apple extract along with biotin and 22 amino acids [6].

The line includes an Annurcatin shampoo, treatment, hair oil essence, a "no sebum" hair cream and a water treatment, plus a hair perfume and a steamer device. Several products are described as silicone-free, and the brand attaches clinical-style claims to some of them — heat protection up to 235°C for the oil essence, and, for the Hair Steamer Pro, improvements in shine, scalp elasticity, tensile strength, root volume and hairline density. The company organises the range as a four-step routine and positions its formulas as science-backed.

The actress Han Ye-seul was appointed MOEV's exclusive brand model, announced on 23 July 2024 [7]. Korean press later reported that the brand sold roughly 530,000 units within its first year and reached the top of Olive Young's haircare category, with some products selling out quickly [8]. A StyleKorean brand spotlight described MOEV as a Korean haircare brand "quietly building a cult following," focused on thinning, scalp health and strength [6].

MOEV is an active brand. Its Korean site remains live under a 2026 e-commerce permit, and it has expanded beyond its home market, including a Middle East storefront serving the United Arab Emirates. The company behind it operates in part through live commerce and has signalled plans for a future stock listing [7].