Yesterday Dr.Groot held an exclusive VIP press preview of their immersive pop-up in Union Square.
Friday’s press preview featured multiple stations showcasing the science behind the brand and its formula through all 5 stages of hair care. After understanding the product and its ingredients, guests were given the chance to take pictures with a human-sized bottle of the “Miracle in Shower Treatment.” Following the photo station guests got to take home free bouquets courtesy of Dr.Groot with a live florist crafting each bouquet in real time. In addition to the flowers the preview also offered frozen treats shaped like the famous purple Dr.Groot bottles, which was a brilliant and innovative branding method. There were also multiple purple treats including cookies, beignets, lemonade and hotteok which is a popular South Korean sweet street food. Last but not least at the end of the activation guests received a full sized bottle of the “Miracle in Shower Treatment,” a “Scalp Reset Trial Kit” and a purple goodie bag filled with sample sizes of popular Dr. Groot products. Samples included “Hair Thickening Conditioner,” “Hair Thickening Shampoo,” “Hair Thickening Serum” and “Miracle in Shower Treatment” plus a 10% off coupon to restock when the samples run out.
Photo Credit: The Knockturnal
Dr. Groot is largely regarded as the no.1 Korean hair care brand specializing in hair thickening with science-backed formulas. What sets Dr. Groot apart from its competitors is a “scalp-first” philosophy meaning the brand treats the scalp as skincare working to balance the scalp biome, exfoliate and foster stronger roots. The company was recently honored with the coveted Harper’s Bazaar’s Hair Award for their “Dr. Groot Scalp Exfoliating Detox Water” in 2026. Popular beauty influencer and social media personality Bretman Rock, recognized for his lush head of hair, has partnered with Dr.Groot since 2025 and has introduced many consumers to the brand.
