Moving beyond simply “eco-friendly,” the Korean beauty brand introduces four high-performance, treatment-focused solid shampoo and treatment bar formulas following eight years of research.
As part of its continued global expansion, TOUN28 is rolling out the new solid haircare line to international consumers through Amazon.
TOUN28 is expanding its haircare portfolio with a new shampoo bar and treatment bar line, developed around what it describes as a skincare-driven approach to haircare.
The launch reflects the brand’s core identity rooted in conscious beauty, sustainability, and its Farm to Product philosophy. In Korea, TOUN28 is already widely recognized for its solid shampoo bars and haircare, backed by in-house research and production that prioritize ingredient integrity, product experience, and environmentally mindful development. This new range builds on that foundation, evolving the solid format into a more treatment-driven haircare collection.
Developed over eight years, the new range represents a shift in how shampoo bars are perceived. Rather than positioning them solely as eco-friendly alternatives, TOUN28 presents them as treatment-focused solutions designed to support hair texture, softness, and manageability.
The lineup features four formulas tailored to different hair concerns: Cica PDRN Volume Lift, Hyaluron Peptide Wave Defining, Rice Protein Strength & Length, and Biotin Keratin Purple Toning. Each formula is available in both shampoo and treatment bar formats, offering a more customized routine based on individual hair needs.
Formulated with skincare-inspired ingredients such as proteins and peptides, the range is designed to enhance softness, shine, and frizz control while helping care for damaged hair. Despite their solid format, the bars are crafted to deliver a rich, cream-like sensorial experience typically associated with liquid treatments.
This positioning is expected to resonate with consumers seeking more targeted haircare solutions, particularly those with dry, damaged, or frizz-prone hair, as well as those looking for products that support wave definition or tone maintenance. It also reflects growing demand for products that balance sustainability with performance.
The formulas were also developed with U.S. water conditions in mind, aligning with the brand’s broader global strategy. The new range is being introduced via Amazon as TOUN28 continues to expand its presence in international markets.
As the solid haircare category continues to evolve, TOUN28’s latest launch positions shampoo and treatment bars not only as lower-waste alternatives, but as high-performance products centered on treatment benefits, ingredient-focused formulation, and a more refined haircare experience.
TOUN28 is expanding its haircare portfolio with the introduction of a new shampoo bar and treatment bar line, reinforcing its commitment to sustainable beauty and skincare-inspired haircare solutions. The latest collection has been developed using a skincare-driven philosophy, focusing on nourishing the scalp and hair with carefully selected ingredients that support overall hair health rather than simply cleansing. By combining botanical extracts, moisturizing components, and gentle formulations, the brand aims to provide a balanced approach that promotes stronger, healthier, and more manageable hair. The solid bar format also reflects TOUN28’s eco-conscious values, reducing the need for plastic packaging while offering a convenient and travel-friendly alternative to traditional liquid products. Designed for consumers seeking clean beauty options, the shampoo and treatment bars are formulated to suit various hair and scalp types, helping maintain hydration and natural balance without harsh chemicals. With this expansion, TOUN28 continues to blur the lines between skincare and haircare, highlighting the importance of scalp wellness as the foundation of healthy hair. The new range reflects the growing demand for environmentally responsible, ingredient-focused beauty products that deliver effective performance while supporting a more sustainable lifestyle.
