UNOVE
Protein-rich masks, shampoos and oils for damaged hair: UNOVE brings Korean skincare thinking to your hair routine.
UNOVE by category
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This week’s top UNOVE
The most-ordered UNOVE products in our shop, plus two hidden gems.
No. 1 this week
Deep Damage Treatment EX 320ml
UNOVE's cult hair mask, No. 1 in haircare at the Olive Young Awards several years running.
from 29.90 €
UNOVE product lines
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UNOVE at a glance
UNOVE is a Korean haircare brand launched in 2021 by Wyatt, the Seoul company that also makes Dr.FORHAIR. UNOVE haircare is built around protein and designed for damaged hair, especially color-treated hair. Its Deep Damage Treatment EX mask has topped the haircare category of the Olive Young Awards several years running.
- Protein-focused formulas for damaged hair
- Deep Damage Treatment EX: Olive Young haircare No. 1 several years running
- A Glow body line and signature scents Tender Bloom and Warm Petals
Brand facts
- Country
- South Korea
- Founded
- 2021
- Company
- Wyatt Co., Ltd. (Seoul), also behind Dr.FORHAIR
- Specialty
- Haircare for damaged hair; Glow body and hand care
- Signature ingredients
- Protein, at the heart of the whole hair range
- Products at Ma Petite Coree
- 14
- Starting price
- from 15.90 €
UNOVE: frequently asked questions
What is UNOVE?
UNOVE is a Korean haircare brand launched in 2021 by Wyatt, a company based in Seoul. Its whole hair range is built around protein, with products for damaged, colored and bleached hair, plus a Glow line for body and hands.
Is UNOVE a Korean brand?
Yes. UNOVE belongs to Wyatt Co., Ltd., a company in Seoul's Gangnam district. Wyatt also makes the haircare brand Dr.FORHAIR, which is why you sometimes see the two names together, as in "Dr.FORHAIR UNOVE".
What is UNOVE's best-known product?
The UNOVE Deep Damage Treatment EX 320ml mask, nicknamed the "obsession hair pack" in Korea. It has ranked No. 1 in the haircare category of the Olive Young Awards several years running. It's designed for very damaged hair.
Which UNOVE hair mask is best for bleached or colored hair?
For hair stressed by coloring or bleaching, UNOVE's go-to is the UNOVE Deep Damage Treatment EX 320ml, a protein-rich mask. Apply it to damp hair after shampooing, then rinse. Pair it with the UNOVE Deep Damage Repair Shampoo 500ml from the same line.
Which UNOVE shampoo should I choose?
UNOVE's signature shampoo is the UNOVE Deep Damage Repair Shampoo 500ml. The brand describes it as a protein ampoule shampoo for damaged hair, and it works hand in hand with the Deep Damage Treatment EX mask.
What's the difference between UNOVE No-Wash Water Ampoule and Heating Guard?
Both UNOVE treatments are leave-ins. The UNOVE No-Wash Water Ampoule Treatment 200ml is for everyday care of damaged hair. The UNOVE Heating Guard No-Wash Treatment 147ml is designed to limit heat damage, so apply it before blow-drying or using a straightener.
How do I use UNOVE Silk Oil Essence?
The UNOVE Silk Oil Essence 70ml is UNOVE's non-sticky protein hair oil. Use it as a finishing step on mid-lengths and ends, on damp or dry hair. A small amount is enough for softer, shinier hair.
Does UNOVE make products for frizzy hair?
Yes, that's the UNOVE Frizz Calming line. The UNOVE Frizz Calming Sleek Leave-In Conditioner 150ml smooths and tames hair without rinsing, and the UNOVE Frizz Calming Slick Hair Finishing Stick 10ml sleeks down flyaways as a finishing touch.
Does UNOVE make body care?
Yes. UNOVE's Glow line includes the UNOVE Glow Body Wash 290ml, the UNOVE Glow Body Lotion 290ml, the UNOVE Anove Glow Creamy Body Scrub 300g, the UNOVE Glow Hand Cream 40ml and the UNOVE Glow Hand Wash 290ml. You'll also find them in our body care edit.
What do UNOVE products smell like?
UNOVE develops its scents like a fragrance house. Its signature notes, Tender Bloom and Warm Petals, appear in the Deep Damage Treatment EX mask and in its hair perfumes. For your skin, the brand also makes the UNOVE Eau De Parfume.
Where can I buy UNOVE?
In Korea, UNOVE is sold at Olive Young, and it arrived at Sephora in the US in 2026. At Ma Petite Coree you'll find a selection of UNOVE haircare shipped from Seoul, alongside our other Korean hair care.
Cosmetic advice, not medical advice.
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All about the brand
Buy UNOVE online
At Ma Petite Coree, you'll find a selection of UNOVE haircare and body care shipped from Seoul.
Who is UNOVE?
UNOVE is a Korean haircare brand launched in 2021. It belongs to Wyatt Co., Ltd., a Seoul company that also makes the haircare brand Dr.FORHAIR. From day one, UNOVE has focused on damaged hair: colored, bleached, heat-styled or simply dry and rough. Its whole approach is to treat hair the way Korean skincare treats skin, with targeted formulas, carefully crafted textures and considered scents.
The brand made its name with the Deep Damage Treatment EX mask, which became a phenomenon at Olive Young, Korea's leading beauty retailer. Today UNOVE is also sold in Japan and, since 2026, at Sephora in the US. Its global ambassador is Mingyu of the K-pop group SEVENTEEN.
UNOVE lines and signature ingredients
- Deep Damage: the repair line, with a protein shampoo and the Deep Damage Treatment EX mask for very damaged hair.
- Silk Oil: a protein finishing oil essence that nourishes without feeling sticky.
- No-Wash: leave-in treatments, including Heating Guard, designed to protect hair from hot tools.
- Frizz Calming: a leave-in conditioner and a finishing stick for sleek, controlled hair.
- Volume Up and Water Essence: a styling essence for curls and a light hydrating mist.
- Glow: the body and hand line, with body wash, body lotion, scrub, hand cream and hand wash.
Protein is the common thread of the hair range, while the Tender Bloom and Warm Petals scents give everything its identity.
How to choose your UNOVE products
Very damaged, colored or bleached hair: start with the Deep Damage Repair Shampoo and the Deep Damage Treatment EX mask, once or several times a week depending on how your hair feels.
Hair you blow-dry or straighten often: add the Heating Guard No-Wash Treatment before styling, then finish with the Silk Oil Essence on your ends.
Frizzy hair: go for the Frizz Calming line, with the Frizz Calming Sleek Leave-In Conditioner and the Frizz Calming Slick Hair Finishing Stick for flyaways.
Curly or fine hair that lacks bounce: the Volume Up Curling Essence helps define curls, and the Water Essence Mist refreshes hair during the day.
For your body: the Glow line extends the ritual, with the Glow Body Wash in the shower and the Glow Body Lotion afterwards.
To build your routine, browse all our Korean hair care, our body care or our serums. If you love Korean haircare brands, take a look at Lador and Moremo too. Want the full story? Read our article on UNOVE.
What makes UNOVE haircare different
Many hair brands chase instant shine. UNOVE haircare is built around protein instead. The aim is to nourish the hair fiber and help it feel soft and supple again, not just coat it. You'll find that thinking across the range, from shampoo and mask to oil and leave-in treatments.
Scent is UNOVE's other signature. Its house notes, Tender Bloom and Warm Petals, were created the way a perfumer would, and they run through both its haircare and its fragrances. The result is a hair routine that leaves a soft, recognizable trail.
The brand also has serious credentials at home: its Deep Damage Treatment EX has ranked No. 1 in the haircare category of the Olive Young Awards several years running.
UNOVE best sellers at Ma Petite Coree
Our most popular UNOVE product is the Deep Damage Repair Shampoo, closely followed by the Deep Damage Treatment EX mask. Together they form the base of a routine for damaged hair. The Silk Oil Essence completes the duo as a finishing step. For frizz-prone hair, the Frizz Calming Sleek Leave-In Conditioner has quickly found its fans. And the No-Wash Water Ampoule Treatment is the leave-in to keep on hand for everyday care between masks.
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