About the Brand
About
Perseve Hair is a salon-inspired K-beauty haircare brand making luxury results accessible for everyone. Co-founded by Olivia Bae and her mother Hyeri, a 30-year professional hairstylist, Perseve combines generational salon expertise with modern Korean innovation to create high-performance formulas that are both affordable and effective. With products made in South Korea and priced under $12, Perseve Hair is one of the most affordable K-beauty haircare brands on the market today. Since launching, the brand has been award-nominated and featured in leading publications including Business of Fashion, WWD, Glossy, and Brit + Co.
Founding Story
Perseve Hair was founded by Olivia Bae and her mother, Hyeri, a 30-year NYC hairstylist and five-time entrepreneur. Together, they set out to merge Hyeri’s decades of salon expertise with Olivia’s modern vision for beauty, creating a K-beauty haircare brand made in South Korea that delivers luxury results for under $12.
Signature Products
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Press Coverage
BEAUTY INDEPENDENT
Jul 27, 2025
Haircare Emerges As K-Beauty’s Next Big Category
Similar to their skincare counterparts, K-Beauty haircare brands are typically reasonably priced. For example, all of Perseve’s products featuring ingredients such as royal jelly, amber and acai palm—shampoo, conditioner, deep conditioning mask and treatment mask—are priced under $12. Olivia Bae launched the brand in 2022 with her mother Hyeri Sung, who worked as a hairstylist in New York City for 30 years. In March, it landed at 400 Walmart locations, making it one of the first K-Beauty haircare brands to roll out at the chain.
NEWBEAUTY
Jun 29, 2025
The Best K-Beauty Hair Products to Try This Summer
Founded by veteran hairstylist Hyeri Sung and her daughter Olivia Bae, Perseve is meant to make Korean hair care available to a wider audience. All four products in the line range from $10 to $12 thanks to the founders’ relationships with Korean manufacturers, which allows them to “keep prices low, but performance high.” This argan oil– and shea butter–infused cream can be used as a hydrating hair mask or a leave-in conditioner, and is great for reducing dryness and frizz.
BEAUTYMATTER
Jun 9, 2025
MEET THE FINALISTS: BEAUTYMATTER 2025 AWARDS
Best Breakthrough Haircare (Shampoo): Recognizes innovation in a finished shampoo product related to either formulation, delivery system, new format, use of technology or sustainability.
BEAUTYMATTER
Jun 9, 2025
Meet The Finalists: BeautyMatter 2025 Awards - Best Breakthrough Wellness (Topicals) MARK Los Angeles - Lip Health
MARK Los Angeles has been nominated for the 2025 BeautyMatter Award in the category of Best Breakthrough Wellness (Topicals). This category honors innovation in topical wellness products, whether through formulation, delivery technology, format, or sustainability. Our nomination recognizes the Lip Health collection, which represents a new approach to treating cold sores using flavonoids and advanced transdermal delivery.
WOMEN'S WEAR DAILY
Mar 17, 2025
All the Beauty Retail Expansions of 2025
Salon-inspired Perseve Hair, founded in 2022 by Olivia Bae, has entered 400 Walmart doors. The brand is a member of the 2023 Ulta Beauty MUSE Accelerator cohort and includes a range of Korean-made hair care products priced under $12 and under.
BEAUTY INDEPENDENT
Mar 13, 2025
5 Beauty Brands Launching At Walmart
Salon-inspired K-Beauty brand Perseve Hair is making its retail debut in 400 Walmart stores this month with shampoo, conditioner, leave-in conditioner and a hair treatment mask priced under $12.
BUSINESS OF FASHION (BOF)
Feb 13, 2025
The Business of Beauty Haul of Fame: The Next Seoul Cycle
"We know the 'skinification' of hair is already a big thing," says Bae, who first launched Perseve in 2022, then joined Ulta Beauty's 2023 accelerator programme to fine-tune her products and messaging. "People are talking about scalp care like they talked about skincare. By making our products in South Korea, we can take advantage of technology and formulas in a new way."
BEAUTYMATTER
Sep 13, 2023
MEET THE ULTA BEAUTY 2023 MUSE ACCELERATOR COHORT
Brand introduction to announce part of Ulta Beauty MUSE Accelerator 2023.
GLOBAL COSMETIC INDUSTRY
Sep 11, 2023
Hair Wellness Dominates Ulta Beauty's 2023 Muse Accelerator Cohort
Brand feature announcing part of Ulta Beauty MUSE Accelerator 2023.
BRIT + CO
8 Best Dandruff Shampoos To Save Your Itchy Scalp, According To Experts
Product feature of our Standard Shampoo for top 8 best shampoos for dandruff relief.
BEAUTY INDEPENDENT
The Rational State Of Indie Beauty In 2024
Founder feature on the state of the beauty industry 2024.
GLOSSY
How Ulta Beauty turned an experimental accelerator program into a successful pathway for young BIPOC brands
Brand feature about founder's experience in the Ulta Beauty MUSE Accelerator.
Locations
Headquarters
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PERSEVE Headquarters
Asset Library
Editorial-ready assets. All images cleared for press use with credit.