True.LAB Introduces Innovative Korean Haircare Solutions to Indonesia

JAKARTA – Jakartaweekly.com — The popularity of Korean beauty, or K-Beauty, is no longer limited to skincare routines. It is also inspiring the evolution of haircare trends. From voluminous hair and natural-looking textures to glass-like shine, a variety of signature Korean hairstyles are increasingly capturing the attention of beauty enthusiasts looking to express their personal style through their hair.

Recognizing this growing trend, True.LAB, a Korean haircare brand, officially introduced its haircare collection to Indonesia at the Grand Launching of True.LAB Indonesia on Thursday, October 29, 2026, at MVG Lounge, Lotte Mall Jakarta. The launch brings a Korean haircare approach that combines scalp care, moisture maintenance, volume enhancement, and hair styling in one practical range designed for everyday use.

Addressing Haircare Challenges in a Tropical Climate

Caring for hair in Indonesia comes with its own set of challenges. Hot weather and high humidity can cause the scalp to sweat more easily, reduce hair volume, and make hairstyles harder to maintain. Meanwhile, dry hair and frequent exposure to heat-styling tools also require extra attention to maintain moisture and minimize damage.

These conditions highlight the need for haircare products that do more than simply cleanse the hair, offering more targeted care for both the scalp and hair strands.

True.LAB introduces a range of seven products designed to complement different stages of a haircare routine, from cleansing the scalp and helping maintain volume to providing moisture and nourishment, as well as creating a shinier, more polished hairstyle.

“Through this collection, we aim to bring the essence of Korean haircare into the daily routines of Indonesian consumers in a practical and accessible way. We understand that everyone has different hair needs. That is why True.LAB offers a selection of products that can be combined according to individual hair conditions and desired styles,” said Jang Taeck Soo (Ryan), Director of PT Indo Nomor Satu Abadi, the official sole distributor of True.LAB in Indonesia.

Seven Products for Different Haircare Needs

True.LAB’s collection embraces a personalized approach to haircare rather than relying on a one-size-fits-all solution. Consumers can tailor their product choices based on their scalp condition, hair texture, and desired results.

For hair that tends to become flat and needs more volume, Glam Volume Shampoo is one of the brand’s key products, helping hair feel lighter and appear fuller. Glam Hair Volumer and Glam Stick Wax complement styling needs, from adding volume to taming flyaways for a more polished and structured look.

Meanwhile, Scalp Hair Vinegar is designed to help cleanse and refresh the scalp. It offers an additional step beyond regular shampooing, particularly for consumers who want to pay closer attention to scalp cleanliness.

For hair that needs moisture and intensive care, True.LAB offers Angeling Cream Mask, Angeling Water Treatment, and Angeling Oil Essence. Together, these products complement a haircare routine by helping maintain softness, nourish the hair, and create a smoother, shinier appearance.

Through this combination, True.LAB aims to bring a salon-inspired haircare experience into the home, while allowing consumers to experiment with and express their own hairstyles.

Making Korean Haircare More Personal

One of True.LAB’s key approaches is giving consumers the flexibility to build a haircare routine that suits their individual needs. This approach also reflects a broader beauty trend in which self-expression plays an increasingly important role. Products are no longer used solely to enhance appearance, but also to help individuals discover styles that reflect their personalities.

True.LAB targets consumers in their early 20s to early 40s who follow K-Beauty trends and want to incorporate Korean-inspired hairstyles into their everyday lives. This group includes styling enthusiasts who prioritize volume and hair detailing, as well as consumers who focus more on scalp cleanliness and hair moisture.

While targeting this audience, True.LAB also aims to reach anyone interested in exploring a more personalized haircare routine.

“We want True.LAB to become a go-to choice for consumers who want to enjoy Korean haircare innovations in a way that is simple and relevant to their lifestyles. For us, haircare is not just about the final look. It is also about giving everyone the freedom to create a style that makes them feel confident,” Ryan added.

Expanding True.LAB’s Presence in the Indonesian Market

Through this launch, True.LAB aims to achieve long-term growth in Indonesia’s beauty market. Over the next three years, the South Korean brand plans to expand its product portfolio based on the needs of local consumers, broaden its reach through online and offline distribution channels, and strengthen consumer engagement through marketing activities and collaborations with local influencers.

These strategies are expected to introduce Korean haircare to a wider audience while building long-term relationships with the Indonesian market.

True.LAB’s arrival represents another step toward offering consumers more haircare options that combine trends, functionality, and personal expression. With seven products serving different purposes, consumers can begin to identify their hair’s specific needs and create a care routine that fits their daily activities.

Ultimately, well-styled hair is not just about following trends, but also about discovering a self-care routine that reflects each individual’s needs and personality.

To make its products more accessible, True.LAB is available at prices starting from IDR 110,000. Consumers can purchase True.LAB products at offline retail outlets, including AEON Health & Beauty, The IPPUM, Yogya Group (including Yogya Riau Junction, Yogya Parahyangan, and Yogya Cimanggu Avenue), and Pepito Supermarket. True.LAB products are also available online through Shopee, making it easier for consumers to find haircare products that suit their individual needs