Startup Tackles 'Water Stress' Damage to Hair and Skin with Innovative Solutions

The distinct smell of swimming pools, often mistaken for chlorine, is actually caused by chloramines, a reaction between disinfectants and organic compounds. These chemicals can damage hair and skin, leading to issues like brittle hair and irritated skin, particularly for those with conditions like atopic dermatitis.

Makemake, a beauty-tech startup based in Seoul, is tackling this problem head-on. The company, led by CEO Kwak Hyo-seop, has coined the term 'water stress' to describe the damage inflicted on skin, scalp, and hair by various water sources, including swimming pools, seawater, and hard water. They are developing innovative material-based solutions to combat these effects.

Kwak Hyo-seop stated that Makemake's initial focus is on products designed to reduce hair and skin damage caused by swimming pool water. The company's broader ambition is to offer 'water stress' solutions to people worldwide. While South Korea has abundant soft water, which can mitigate some water-related issues, the startup aims to address problems arising from activities like swimming and sea bathing, where exposure to different water conditions is significant.

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Makemake aims to provide water stress solutions to people around the world, starting with products that reduce hair and skin damage from swimming pool water.