GRAFEN is a South Korean beauty and grooming brand recognised primarily for its hair care, scalp treatments, styling products, fragrances, and men’s grooming lines. Originally focused on hair and scalp solutions, the brand has since expanded into skincare, makeup, perfume, and lifestyle-oriented beauty categories. Its current identity is anchored in the belief that everyone possesses unique attractive qualities and that grooming serves as a tool to reveal them.[1]

XATION Co., Ltd. identifies itself as established in December 2011 and lists GRAFEN as one of its principal brands. The company describes GRAFEN as its hair-focused label while positioning its wider portfolio across various beauty segments.[1]

GRAFEN emerged in South Korea in 2011, initially building a reputation around hair and scalp products alongside men’s grooming. External industry descriptions similarly cite 2011 as the founding year, characterising the label as a Korean grooming brand specialising in hair styling and men’s cosmetics.[2]

During its early development, GRAFEN placed significant emphasis on addressing concerns related to hair loss, scalp condition, hair volume, and styling. Products such as scalp treatments, shampoos, and hair boosters helped establish the brand’s identity within the competitive Korean grooming market.[3][4]

Over time, GRAFEN broadened its portfolio beyond exclusive hair care. The brand moved into multiple adjacent categories, including:

• Hair and scalp care
• Hair styling
• Skincare
• Makeup
• Fragrance
• Body care
• Men’s grooming
• Lifestyle and personal care products

This evolution is evident in GRAFEN’s current product structure, which encompasses categories such as care, makeup, styling, perfume, gift sets, and lifestyle or home items.[3]

A central tenet of GRAFEN’s messaging is the slogan “NO ONE IS NOT COOL”. This concept posits that every individual possesses an inherent attractiveness that may not yet be fully discovered or expressed. GRAFEN presents grooming as a means to help consumers identify and emphasise this individuality.[3]

This approach distinguishes the brand from purely functional hair-care companies. Its products are intended not only to address specific grooming needs but also to contribute to personal style and self-expression. In practice, GRAFEN integrates three core concepts:

1. Function: Solving everyday hair, scalp, skin, and grooming problems.
2. Style: Assisting consumers in creating a specific appearance.
3. Identity: Encouraging individuals to develop their own aesthetic rather than simply adhering to conventional beauty standards.

Hair Care

Hair care remains a foundational category for GRAFEN. The current Korean store listing includes products such as:

• RPM Caffeine Shampoo
• Hinoki Shampoo
• Root Booster S.E Shampoo
• Collagen Volume Shampoo
• Collagen Volume Treatment
• Collagen Volume Ampoule
• Various hair treatments and scalp products

The hair care category comprises approximately 15 products addressing scalp health, volume, nourishment, and damage repair.[3][4]

Root Booster

The Root Booster line is representative of GRAFEN’s original identity. Associated with scalp and hair-loss-oriented care, it was instrumental in establishing the brand’s reputation in the hair care segment.

Caffeine Shampoo

GRAFEN offers the RPM Caffeine Shampoo, positioned within its core hair care range.[3]

Hinoki Shampoo

The Hinoki Shampoo is another established product in the lineup. Current product information identifies it as a 500 ml shampoo manufactured in Korea and registered as a functional cosmetic to help alleviate hair loss symptoms.[3]

Hair Styling

Hair styling constitutes a major pillar of GRAFEN’s identity. The brand develops products designed specifically for creating and maintaining hairstyles, rather than solely for cleansing or treatment. The current assortment includes:

• Pomades
• Hair sprays
• Styling creams
• Curl products
• Volume products
• Hair tonics
• Other grooming and styling accessories

Notable products currently sold include the Jeju Sea Water Pomade and Jeju Sea Water Spray.[3][4] GRAFEN has also published dedicated materials outlining its hair-styling philosophy, reinforcing styling as a central component of the brand rather than an incidental category.[3]

Skincare

GRAFEN has expanded into facial skincare, featuring the Pore All Kill™ range. Products in this line include:

• Pore All Kill™ Lotion
• Pore All Kill™ Clean Lotion
• Pore All Kill™ Tightening Serum
• Pore All Kill™ Mist Toner
• Pore All Kill™ Clay Pack
• Pore All Kill™ One-Step Nose Pack

These offerings illustrate the brand’s transition from a primarily hair and grooming focus toward a broader K-Beauty personal care label.[3][4]

Makeup

The brand maintains a makeup business with a notable focus on products designed to be approachable for male consumers. The range has included:

• Lip products
• Color cosmetics
• Concealing products
• Cover sticks
• Grooming-oriented makeup

GRAFEN specifically presents Triple Lip™ as a key product concept, with variants including Handsome Lip, Color Lip, and Lip Sense.[3][4] This reflects a broader trend in Korean beauty where men’s cosmetics are increasingly treated as standard grooming components rather than niche items.

Fragrance

Fragrance represents a significant extension of the GRAFEN identity. The current lineup features Tattoo Perfume™, available in scents such as:

• Leather
• One Wood
• Clover

The brand has also produced body care products incorporating fragrance, integrating scent into its overall grooming proposition.[3] Company materials describe fragrance as one of GRAFEN’s major storytelling categories.[3]

Body Care

GRAFEN’s expansion includes body care products, many associated with the Jeju Sea Water concept. Current brand presentations highlight:

• Body spray
• Body cleanser
• All-in-one lotion

This creates a comprehensive personal care ecosystem extending from scalp and hair to skin and body.[3]

Historically, GRAFEN has been strongly associated with men’s grooming, particularly appealing to Korean men interested in hairstyles, scalp care, and cosmetics. However, the brand is no longer limited to a strictly male-only proposition.

Its evolution can be traced as follows:

Men’s hair care → Men’s grooming → Beauty & styling → Broader K-Beauty lifestyle brand

While external retail descriptions continue to characterise GRAFEN as a Korean grooming brand with strong heritage in men’s cosmetics and hair styling, the company’s current catalogue is considerably broader.[4]

GRAFEN occupies a distinct position within the Korean beauty industry. It is neither a traditional dermatological skincare company nor solely a professional salon brand. Instead, it operates at the intersection of:

K-Beauty + Men’s Grooming + Hair Styling + Lifestyle Beauty

Products generally attempt to combine functional beauty benefits with contemporary packaging, styling, and branding. This is particularly visible in items such as styling pomades, lip products, perfumes, and hair treatments, where consumers purchase both a functional solution and a component of their personal image.

Although originating in South Korea, GRAFEN has pursued international distribution through both e-commerce and offline channels. XATION describes its strategy as combining B2C/D2C e-commerce with international and offline market penetration.[1]

GRAFEN’s global distribution footprint currently includes markets such as:

• South Korea
• Singapore
• Malaysia
• Philippines
• Japan
• Taiwan
• United States
• Vietnam

Official global distribution links direct consumers toward platforms and retailers including Shopee, Watsons, Guardian, FairPrice, Qoo10, Amazon, and YesStyle, depending on the specific market.[5] This international presence is significant as GRAFEN’s identity is closely linked to the global popularity of Korean beauty and grooming culture.

GRAFEN is operated by XATION Co., Ltd. (㈜세이션). Corporate information lists the following details:

• Company: XATION Co., Ltd.
• Representative: Kyung-Mo Goo
• Established: December 13, 2011
• Headquarters: Seongdong-gu, Seoul, South Korea
• Industry: Cosmetics manufacturing and distribution
• Major brand: GRAFEN

XATION also operates other beauty brands, including Julyme and Naraum, providing the company with a diversified portfolio beyond GRAFEN.[1] The official GRAFEN site identifies the legal business entity as ㈜세이션 and lists its Seoul headquarters address.[3]

Visually and commercially, GRAFEN combines modern Korean aesthetics with a masculine, grooming-oriented heritage. Its identity has evolved from conventional men’s hair products toward a modern lifestyle-beauty brand. Recurring characteristics include:

• Clean and contemporary product design
• Strong emphasis on hair and grooming
• Korean beauty positioning
• Products designed around specific grooming problems
• Fragrance as part of personal identity
• Increasing emphasis on self-expression
• Male-grooming heritage combined with gender-inclusive beauty

The company’s broader philosophy emphasises innovation, trends, and challenging established approaches to the cosmetics market.[1]

GRAFEN’s official catalogue contains dozens of products across these categories. The Korean store currently lists roughly 69 products across its full assortment, although the exact selection changes over time.[3]

GRAFEN’s development reflects the changing definition of K-Beauty. While early international perceptions of Korean beauty were heavily centred on skincare, the industry has increasingly expanded into hair, men’s grooming, makeup, fragrance, and lifestyle categories.

GRAFEN aligns with this newer model. Rather than asking consumers to choose between “grooming” and “beauty”, the brand treats them as integrated aspects of the same lifestyle. Hair styling, skincare, fragrance, and cosmetics are presented as complementary tools contributing to a cohesive personal image.

1. XATION Co.,Ltd. – Company Profile
2. Grafen Announces Kickstarter Launch For Its New Product, Cold Booster
3. GRAFEN 그라펜 공식몰
4. GRAFEN – Professional Hair Booster Heating Water Treatment | YesStyle
5. Welcome to Grafen Official Official: TikTok, X | Linktree