NARKA

NARKA (나르카) is a South Korean haircare brand based in Seoul and launched in August 2023 [8]. It was founded by Choi Da-ye (Daye Choi), who had earlier co-founded the makeup brand hince, later acquired by LG Household & Health Care [8]. The brand is operated by Uncommon Home Co., Ltd. (주식회사 언커먼홈) and describes itself as a "Restore & Restyle" company focused on rebuilding damaged hair at the structural level rather than treating only the surface.

NARKA sells hair treatments, essences, packs and a line of hair mascaras, alongside a smaller range of lip and body products. It positions itself within the K-beauty category and reached the United States in 2026 when Ulta Beauty introduced it as part of a wider rollout of Korean hair care [9].

The brand was started by Choi Da-ye, described as a serial entrepreneur whose earlier venture, the cosmetics brand hince, was acquired by LG Household & Health Care [8]. NARKA launched in August 2023 under Uncommon Home Co., Ltd., the company Choi leads as chief executive. Its headquarters and business registration are recorded in Jung-gu, central Seoul.

According to the trade outlet WOWTALE, NARKA sold through its initial stock within two months of launch and went through ten production runs driven largely by online orders and word of mouth among younger Korean shoppers [8]. Within roughly five months it secured placement in Chicor, the beauty edit retailer operated by Shinsegae, in both its online and physical stores in Korea, and expanded into Japan through @cosme, one of that market's larger beauty multi-shops [8]. In 2024 the company raised pre-Series A funding from its existing backers, BASS Investment and Mashup Ventures [8].

In 2026 NARKA was among 13 Korean hair care brands that Ulta Beauty added to its assortment, becoming available online and in more than 600 Ulta stores in the United States [9]. WWD, reporting the launch, described NARKA as relatively up-and-coming in South Korea and noted product formats such as jelly dry-shampoo wands as examples of the formats Ulta was introducing to American shoppers [9].

NARKA frames its approach around what it calls a Core Rebuilding Solution, a trademarked concept that, the company says, targets damage in the cortex — the inner layer of the hair shaft — rather than only the outer cuticle. It treats protein loss inside the hair as the underlying cause of damage. The brand connects this idea of recovery to a broader message of confidence, summarised on its site as "confidence as radiant as shining hair."

The company describes its values as transparency in sourcing and production, longevity over repeat consumption, responsibility across its supply chain, and community engagement through sustainability education. It encourages customers to use single products fully rather than continually buying new ones.

NARKA's range centres on hair recovery and styling. Its signature items include the Core Rebuild Hype Fit Hair Mascara and Hard Fix Hair Mascara — styling products applied like a cosmetic mascara to shape and hold hair — along with the Fresh Sebum Hair Mascara, the Confident Deep Treatment Hair Pack and the Straight Slick Hair Milk. The Fresh Sebum Hair Mascara has been reviewed by the K-beauty blog Numberskin as a portable dry-shampoo alternative aimed at oily hair [12].

Central to the formulas is what the brand calls Micro Vegan Protein, described as plant-derived micro-particles intended to penetrate the hair structure as an alternative to animal protein, which NARKA says carries a lower environmental footprint. The retailer YesStyle lists the brand's hero ingredients as micro-vegan proteins, biotin-rich almond protein, hydrolysed keratin and coconut oil, and notes that all products are manufactured in Korea [10].

NARKA states that it uses renewable natural materials while limiting water, energy and resource use, and that it favours recyclable packaging made with recycled paper and soy ink. The company says it works to reduce its carbon footprint through compact packaging and sea and land transport routes. It also runs an upcycling programme that turns defective production units into new objects, with revenue directed to charitable causes. The brand markets its formulas as vegan and cruelty-free.

NARKA is active. Its most recent documented activity is its United States launch through Ulta Beauty in April 2026 [9]. The brand operates an e-commerce site at narka.co.kr and maintains distribution in Korea, Japan and, more recently, the United States. No awards, controversies or third-party certifications are documented in the available sources.