SOOO Swim Shampoo 500ml

This shampoo spotlights patented Zeodualite™ technology to neutralize over 96% of residual chlorine on hair while protecting scalp and hair cuticles. While conventional shampoos only mask odor or dryness, the patented Zeodualite™ technology’s dual-action system combines zeolite, sodium thiosulfate, and vitamin C to adsorb, neutralize, and detoxify chlorine, achieving over 96% removal. Vitamin C also provides antioxidant protection, helping to defend the scalp and hair from oxidative stress caused by chlorine exposure. The formula combines safe EWG Green ingredients with amino acid-based surfactants to offer a high performance with low irritation. Developed to address the need for chlorine removal without damaging the hair or scalp, the formula is also enriched with hyaluronic acid complexes, ceramides, naturally derived oils, keratin, and polyquaternium to restore softness, shine, and manageability. Dermatologically tested, it offers swimmers an advanced detox performance while being also safe to use.

SOOO Shampoo was developed to address an unmet need in swim care: effective removal of chlorine that damages hair and scalp. Unlike conventional shampoos, it applies patented Zeodualite™ technology, proven to neutralize over 96% of residual chlorine while protecting scalp and cuticles. The formula combines safe EWG Green ingredients with amino acid–based surfactants, ensuring high performance with low irritation. Designed through consumer insight and concept testing, SOOO delivers both clinical efficacy and clean beauty standards. Recently highlighted in international programs, it reflects innovation with clear commercial potential in the growing global swim care category.

SOOO Shampoo delivers clinically proven chlorine removal, eliminating over 96% of residual chlorine after swimming. Powered by patented Zeodualite™ technology, it detoxifies hair and scalp while preventing dryness, cuticle damage, and irritation. The formula uses safe EWG Green ingredients and amino acid–based surfactants to ensure effective yet gentle cleansing. Enriched with naturally derived oils, keratin, and polyquaternium, it restores softness, shine, and manageability. Dermatologically tested, it offers swimmers a unique combination of advanced detox performance and clean beauty safety, making it the optimal solution for maintaining healthy hair and scalp after exposure to chlorinated water.

Ingredients / INCI: Water, Sodium Methyl Cocoyl Taurate, Disodium Laureth Sulfosuccinate, Coco-Betaine, Sodium Lauryl Sulfoacetate, Glycerin, Zeolite, Sodium Thiosulfate, Ceramide NP, Sodium Hyaluronate, Hydrolyzed Hyaluronic Acid, Hyaluronic Acid, botanical oils and fruit extracts, among others. All ingredients are rated EWG Green. Formulation: The shampoo applies patented Zeodualite™ technology, combining zeolite and sodium thiosulfate to neutralize and remove over 96% of residual chlorine. Enriched with hyaluronic acid complexes, ceramides, keratin boosters, and natural oils, it nourishes and strengthens the scalp and hair while ensuring gentle, irritation-free cleansing with amino acid–based surfactants. This dual focus on detoxification and hydration sets SOOO apart from conventional swim shampoos that only mask chlorine odor without real efficacy. Dermatologically tested, the formula not only protects but also restores softness, shine, and scalp comfort, providing a premium sensory experience after every swim. Packaging: Recyclable PET bottles with minimal ink printing and a functional pump for easy and controlled usage. Design Uniqueness: Clean, minimalist identity reflecting the lifestyle of swimming and water care. Sustainability: Safe ingredients, recyclable packaging, and eco-conscious production practices align with clean beauty principles. Status: Fully commercialized in Korea, with international distribution expanding through retail and e-commerce channels.

08/12/2025

Price List: SOOO Shampoo retails at KRW 28,000 (approx. USD 21) for 500ml and KRW 6,000 (approx. USD 5) for the travel kit, positioned as premium yet accessible swim-care. Target Consumers: Swimmers, water-sports enthusiasts, families with children, health-conscious clean beauty users, and urban professionals active in gyms, pools, or spas, seeking effective chlorine removal and gentle care. Market Segments: Premium haircare, athleisure beauty, clean beauty, and the niche but growing swim-care category. SOOO bridges technology and lifestyle, appealing to specialized users while expanding into broader mainstream markets.

D2C mall : https://sooo.kr Instagram : @sooo.lab

SOOO Shampoo is the first premium haircare solution developed specifically for swimmers, targeting chlorine damage at its source. Unlike conventional shampoos that only mask odor or dryness, SOOO applies patented Zeodualite™ technology, a dual-action system combining zeolite, sodium thiosulfate, and vitamin C. This unique complex adsorbs, neutralizes, and detoxifies chlorine, achieving over 96% removal and setting a new benchmark in swim-care performance. Vitamin C also provides powerful antioxidant protection, helping to defend scalp and hair from oxidative stress caused by chlorine exposure. The formulation is further enhanced with multi-layered hyaluronic acid complexes, ceramides, keratin boosters, and botanical oils, ensuring hydration, cuticle repair, and scalp barrier support. Amino acid–based surfactants provide effective yet mild cleansing, minimizing irritation even for sensitive users. Packaging reflects a clean, minimalist identity inspired by aquatic lifestyles, while recyclable PET bottles and eco-conscious production practices emphasize sustainability and responsibility. This combination of patented chlorine-removal technology, antioxidant vitamin C benefits, clinically validated results, and clean beauty formulation clearly differentiates SOOO from competitors. Beyond protection, it restores softness, shine, comfort, and confidence - making SOOO an innovative product that unites science, safety, and lifestyle in the expanding global swim-care category.

SOOO promotes its shampoo through an integrated multi-channel strategy that combines data-driven advertising, retail presence, and community engagement. Our approach is designed not only to generate short-term visibility but also to build a repeatable and scalable growth foundation as the brand expands globally. At the core is our in-house advertising operation, where campaigns are continuously tested, optimized, and evaluated through a ROAS-focused performance management system. This internalization of advertising performance ensures that learnings are accumulated, and successful playbooks can be applied repeatedly across different markets, securing long-term efficiency and growth. On digital and social media channels, SOOO invests in consumer education and storytelling. Content across Instagram, TikTok, and YouTube highlights the dangers of chlorine exposure and the clean beauty benefits of our patented Zeodualite™ technology. Collaborations with swimmers, athletes, and lifestyle influencers lend authenticity and broaden reach. Short-form video, community Q&A, and testimonial campaigns allow us to blend education with lifestyle aspiration, positioning SOOO as more than just a functional shampoo. In offline retail, SOOO creates hands-on experiences through in-store activations, sampling programs, and promotional campaigns with partners like Olive Young and The Hyundai. These initiatives introduce the product to mainstream consumers while reinforcing the premium positioning. At the same time, our direct-to-consumer platform builds loyalty and fandom, offering exclusive bundles, educational content, and direct feedback loops. On the global stage, we leverage Amazon US marketing as both a sales channel and a brand-building platform. Advertising on Amazon is combined with enhanced product pages and consumer reviews to create trust and accelerate entry into the North American market. Beyond consumer retail, SOOO invests in B2B and community partnerships. Collaborations with hotels, spas, swimming clubs, and fitness centers allow professional audiences to experience the product firsthand, creating organic advocacy and reinforcing credibility. These activations also highlight SOOO as a lifestyle brand that integrates into daily routines, from leisure swimming to wellness and hospitality. This comprehensive promotion strategy - spanning digital advertising, retail activations, D2C engagement, global e-commerce, and community partnerships - ensures that SOOO Shampoo meets consumers at every touchpoint. By combining scientific storytelling with lifestyle marketing and by grounding expansion on in-house performance systems, SOOO builds both trust and global scalability.

SOOO Shampoo has been developed to directly address and exceed the evaluation criteria of its category, combining innovation, proven efficacy, consumer safety, design excellence, sustainability, and strong market potential. Innovation & Technology The core of SOOO Shampoo is our patented Zeodualite™ technology, a dual-action system that integrates zeolite, sodium thiosulfate, and vitamin C. This complex is uniquely engineered to adsorb, neutralize, and detoxify residual chlorine, a problem conventional shampoos cannot solve. While many shampoos rely on fragrance or temporary masking, SOOO achieves over 96% chlorine removal, offering measurable and clinically validated performance. This represents a breakthrough in the swim-care segment and sets a new technical benchmark for the industry. Functionality & Consumer Benefit SOOO Shampoo not only eliminates chlorine but also restores the health and appearance of hair and scalp. Multi-layered hyaluronic acid complexes, ceramides, keratin boosters, and botanical oils deliver hydration, cuticle repair, and barrier reinforcement. The use of amino acid–based surfactants ensures thorough cleansing without irritation, making it suitable for frequent swimmers, families, and individuals with sensitive skin. The result is hair that feels softer, looks shinier, and remains resilient even after repeated exposure to chlorinated water. Safety & Clean Beauty Standards Every ingredient in SOOO Shampoo is rated EWG Green, reflecting our commitment to safe and transparent formulations. The absence of parabens, sulfates, silicones, and harsh chemicals reinforces consumer trust and aligns with the growing global demand for clean beauty solutions. Dermatological testing further validates both safety and efficacy. Design & Sustainability SOOO embraces a minimalist design language inspired by aquatic lifestyles, reflecting purity and clarity. Our recyclable PET packaging with reduced ink printing lowers environmental footprint, while the functional pump design reduces waste by delivering controlled dosage. Eco-conscious production practices and ongoing research into refillable solutions and bio-based materials further strengthen our sustainability efforts. Market Relevance & Scalability SOOO Shampoo is positioned as a premium yet accessible solution within haircare, bridging the niche swim-care category and the broader clean beauty and athleisure segments. Already commercialized in Korea and entering international channels such as Amazon US and retail partners, the product demonstrates strong scalability and growth potential. By uniting patented innovation, clinical validation, consumer-centric formulation, sustainable design, and clear commercial opportunity, SOOO Shampoo meets - and in many aspects exceeds - the evaluation criteria for its category.

At SOOO, we believe that beauty must care for people, communities, and the planet. Our commitment to sustainability and responsibility shapes every part of our product development and brand operations. Clean & Safe Formulations All SOOO products are made without parabens, sulfates, silicones, or harsh chemicals. Every ingredient is rated EWG Green, ensuring safety for consumers while minimizing environmental impact. By choosing clean formulations, we reduce chemical stress on both the body and aquatic ecosystems, consistent with our water-centered identity. Packaging & Environmental Impact We use recyclable PET bottles with minimal ink printing to lower waste and environmental footprint. Our functional pump ensures controlled usage, reducing product waste. Lightweight packaging is optimized for shipping efficiency, further cutting carbon emissions. In addition, we are researching refillable formats, concentrated refills, and bio-based materials to decrease reliance on single-use plastics and improve circularity. Sustainability in Design & Process Inspired by aquatic lifestyles, SOOO embraces a minimalist design philosophy prioritizing clarity, safety, and eco-consciousness. Our production partners follow eco-responsible guidelines to ensure processes remain safe for workers and the environment. Audits and supplier dialogues help us improve energy use, water efficiency, and overall manufacturing sustainability. Ethical Sourcing We collaborate with trusted suppliers who follow ethical and transparent practices. While we have not yet secured certifications such as CFI, we are committed to advancing toward recognized standards and strengthening traceability across our supply chain. Our roadmap includes fair-trade sourcing for key natural oils and partnerships with producers prioritizing worker welfare. Social Responsibility SOOO works with swimming communities, families, and wellness programs to raise awareness of chlorine’s effects on skin and hair. By supporting education and community partnerships with hotels, spas, and clubs, we expand positive impact beyond beauty care. We also plan to develop consumer recycling initiatives, encouraging customers to return or reuse bottles, reinforcing shared responsibility for sustainability. Future Commitment Looking forward, SOOO is building a roadmap toward greater sustainability. This includes exploring renewable energy within our supply chain, expanding refill stations in retail, and collaborating with environmental organizations focused on water protection. Our brand commitment is simple yet holistic: to provide effective, science-driven solutions that protect both people and water, while continually raising sustainability and ethical standards. With clean ingredients, recyclable packaging, eco-conscious production, and community engagement, SOOO aims to set a global standard for responsible swim-care and athleisure beauty.

Market Positioning SOOO is positioned in the masstige premium segment, offering high-performance, science-driven solutions with clean beauty values at an accessible premium price point. Unlike mass shampoos, SOOO addresses the specific issue of chlorine damage through patented Zeodualite™ technology, while maintaining EWG Green formulations and eco-conscious packaging. This balance of advanced functionality and approachable luxury allows SOOO to resonate with both niche swim-care users and the broader clean beauty market. Distribution channels include masstige beauty retail, lifestyle and wellness stores, premium department stores, e-commerce, and B2B partnerships with hotels, spas, and swim clubs. Distribution Countries – Current SOOO Shampoo is fully commercialized in Korea, available at Olive Young, The Hyundai Department Store, and our D2C platform. Internationally, SOOO has launched on Amazon US, establishing both brand awareness and sales traction in North America. Desired Distribution Countries – Expansion Our expansion focuses on Asia and North America, with priority markets including Japan, Hong Kong, Singapore, and China, alongside United States and Canada for further scaling. Longer term, we aim to enter Europe, with focus on clean beauty markets such as Germany, France, and the UK.

SOOO Shampoo is built on a foundation of scientific innovation and responsible formulation. All ingredients are carefully selected to meet EWG Green safety standards, ensuring consumer trust and transparency in every product. Our core innovation is protected by patented Zeodualite™ technology, which combines zeolite, sodium thiosulfate, and vitamin C to neutralize and remove over 96% of residual chlorine. This patent, registered in Korea, represents a breakthrough in swim-care beauty and highlights the originality of our R&D. Additional international patent applications are in preparation to safeguard global commercialization. In parallel, SOOO is advancing its commitment to ethical and sustainable practices by pursuing internationally recognized certifications. We are currently in preparation for Cruelty Free International (CFI) certification, which will formally validate our cruelty-free stance, as well as Vegan certification to assure consumers that our formulations contain no animal-derived ingredients. These certifications are part of our roadmap to strengthen global credibility and align with clean beauty standards. By combining patented innovation with upcoming ethical certifications, SOOO demonstrates both scientific excellence and a strong commitment to sustainability and consumer trust.