Koo Hye-sun Launches KOOROLL, Redefining Hair Rolls as a Cultural Statement

By Jaewan, Ko

Nov 20, 2025

Koo Hye-sun Launches KOOROLL, Redefining Hair Rolls as a Cultural Statement
Picture=Studio Koo Hye-sun



Koo Hye-sun's "KOOROLL" finally meets the public.

Koo Hye-sun, who continues to challenge without limits in many ways. On the 20th, he announced the launch of a new type of hair roll (KOOROLL), which he himself researched, developed, and patented. This product has attracted attention as an attempt to expand Korean daily life into a cultural narrative beyond simple beauty items.

Earlier, in an entertainment program, Koo Hye-sun said 'Why is hair roll always the same shape?From the curiosity of ', he told a behind-the-scenes story, saying that he devised a flat hair roll to reduce volume and increase usability. Since then, he has completed the current Kurol by increasing the technological completeness through the establishment of Studio Gu Hye-sun, a venture company, and collaboration with KAIST.




Not only was the public's interest in the new hair roll hot early on, but expectations rose whenever Koo Hye-sun disclosed the product's launch process on her personal SNS account. The news of the Kurol launch, which will make a new history of K-Hair Roll, is adding heat.

In particular, the Kurol drew more attention as it contained the original gaze of Koo Hye-sun, who interpreted hair rolls as a unique daily culture of Korean society. He explained "Hairroll is not just a beauty tool, it's like a kind of performance because it's personality and resistance, familiarity and practicality, and most of all, it's a choice to live as myself."

Koo Hye-sun Launches KOOROLL, Redefining Hair Rolls as a Cultural Statement
Picture=Studio Koo Hye-sun
Koo Hye-sun Launches KOOROLL, Redefining Hair Rolls as a Cultural Statement
Picture=Studio Koo Hye-sun
"Of course, it is the first business to start, but it is interpreted as an expansion of the phenomenology of K-culture rather than a simple product launch." This small hair roll is a unique scenic street that can only be seen in Korean society. In other words, the narrative of 'people leaving the house with hair rolls' is intact," he added, explaining the philosophical thoughts contained in the Qurol.

Finally, he says "These scenes are moments where 'Roll' and 'Action' take place like a movie cut, and Kurol expects them to be their storytelling. I want to make a memorable movement through the process of turning everyday life into a culture and becoming a story againwith a stiff ambition of "I look forward to selling out." also revealed a cute wish, drawing laughter.

Koo Hye-sun, who is currently studying for a master's degree in engineering at KAIST Graduate School of Science and Journalism, has expressed a brilliant presence across culture and art, from actor to film director to composer. And now he has opened up a new journey as the head of a venture company. As she has built her own unique moves by making her own colors more distinctive in various areas so far, attention is being paid to how the Kurol launch, which combines Koo Hye-sun's sensuous planning and execution power, will resonate.






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