Grabity, a high-performance haircare brand specializing in polyphenol-based formulations, announced the launch of its new product KOO Roll, created in collaboration with actress and KAIST graduate student Goo Hye Sun. The innovative foldable hair roll will be released this month, and the company has now revealed the official price.
KOO Roll is a patented product designed to address the limitations of traditional cylindrical hair rollers by improving portability, sustainability, and functionality. Based on Goo Hye Sun’s original idea and design concept, Polyphenol Factory, the manufacturer behind Grabity, developed the product.
The new hair roll will be available starting November 20 across major Korean online marketplaces, including Naver Smart Store, Coupang, Market Kurly, and Zigzag, as well as at CHICOR’s online and offline stores. Beginning November 25, international customers will also be able to purchase the product through Olive Young’s global online store.
Reimagining the conventional round hair roller, KOO Roll uses a high-performance polymer composite material formed with a wave-patterned mold rather than metal plates, then finished with silicone lamination. This structure allows the roll to be easily unfolded into a straight strip and refolded as needed, giving users the flexibility to adjust the size freely for better portability. The structural design also enables a self-restoring function that brings the roll back to its original shape with a light snap, without the need for heat or electrical stimulation.
To improve environmental sustainability, the design removes the standard plastic body found in traditional rollers and applies a minimal amount of plastic only to the Velcro hair-grip surface. This reduces plastic usage by more than 80 percent compared to conventional rollers. As a result, KOO Roll is lightweight, compact, comfortable for extended use, and stable in its restorative performance, making it convenient to use anytime and anywhere.
The new KOO Roll collection features four series and eight designs, including sets inspired by stylish patterns such as Seongsu Vibe and Hipjiro Form. The retail price is 12,800 KRW (approximately 8.72 USD) for a set of two. A limited-edition single pack is currently available on the official website for 6,400 KRW (approximately 4.36 USD).
Yoon Hyun Ju, Brand Manager at Grabity, stated that the collaboration was planned as part of a social contribution initiative by a KAIST startup alumni company to support student founders with creative ideas. Yoon added that the company aims to create mutual synergy with student entrepreneurs and explore new opportunities in the consumer goods market through projects like KOO Roll.
Grabity is a premium haircare brand developed from KAIST's proprietary polyphenol technology and continues to expand its presence in domestic and international markets through its high-performance products and differentiated technical expertise.
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