NEW YORK, July 4, 2025 /PRNewswire/ -- COSRX, the award-winning skincare brand behind some of TikTok's most viral beauty trends, is making waves again - this time with a glossy twist. To celebrate the launch of its Peptide-132 Damage Repair Haircare Collection, COSRX invites users across the U.S. to join the #GlossyHairStrands Challenge on TikTok from July 4 through July 12, showing off their glossiest strands in motion.

This marks the brand's 7th TikTok challenge - a series that has quickly become a viral sensation. With unmatched popularity, each challenge has drawn enthusiastic participation from fans eager to engage with the brand in fun and creative ways. For many, it's become more than just a trend, it's a highly anticipated opportunity to discover new products and learn how to achieve healthier, more radiant skin and hair.

Meet the Peptide-132 Haircare Collection Behind the Challenge

Developed with the same skin-first philosophy that made the brand a skincare staple, the Peptide-132 Haircare Collection features patented peptide technology - small-molecule peptides that penetrate deeply to bond damaged, dry, and dull hair strands to deliver visible shine, long-term repair, and the smooth, reflective finish known as glass hair.

The full collection includes:

• Ultra Perfect Hair Bonding Shampoo: Gently cleanses buildup while supporting scalp health and internal strand repair.
• Ultra Perfect Hair Bonding Treatment: A rich, creamy conditioner that rebuilds damaged strands, restores moisture, and enhances shine.
• Ultra Perfect Hair Bonding Oil Serum: Lightweight and fast-absorbing, this serum smooths frizz, seals ends, and delivers glass-like shine without heaviness.

This collection embodies the growing 'skinification of hair' trend - treating strands with the same level of targeted care and active ingredients trusted in skincare. It brings a science-backed, salon-quality experience straight from the lab to your home. And the results speak for themselves: just days after launch, the Peptide-132 Treatment became Amazon's #1 New Release in the Deep Hair Conditioner category.

Through the #GlossyHairStrands Challenge, COSRX brings this philosophy to life, inviting users to turn their daily haircare routines into a creative, community-driven experience that celebrates glossy transformation in real time.

A TikTok Challenge That Shines

Building on the success of past activations, the campaign encourages users to activate the custom COSRX TikTok filter and record three signature moves - a flip, a whip, and a sweep - to show off their hair from every angle. Whether filmed at home or on the go, the challenge highlights gloss, movement, and creativity, all while putting the Peptide-132 line's results to the test.

"'Gloss so real, your strands shine and gleam with every move' isn't just a tagline - it's what this line was designed to deliver," said a COSRX spokesperson. "Our TikTok challenges are more than just campaigns - they're community moments. We're celebrating self-expression, transformation, and the visible results that come from science-backed haircare. And TikTok gives our fans the perfect stage to shine."

Challenge Details: #GlossyHairStrands TikTok Challenge

• Platform: TikTok (U.S.)
• Dates: July 4–12, 2025
• How to Join: Use the COSRX filter and post your video with #GlossyHairStrands
• Prizes: The top 10 winners will receive a $100 Amazon Gift Card and the full-size Peptide-132 Haircare Trio, while 90 runners-up will receive the Peptide-132 Haircare Trio.

With its blend of creativity, performance, and high visibility, the challenge builds on the brand's proven ability to spark social buzz through results-driven beauty. As the campaign unfolds, COSRX looks forward to seeing how creators across TikTok will showcase their take on glossy hair - turning everyday routines into standout moments.

From Online to Offline

Extending the campaign beyond the screen, COSRX has partnered with TikTok to light up two of the country's biggest beauty hubs with dynamic digital billboards. From July 4–10, Times Square will feature the campaign, followed by a takeover at The Moxy in Downtown Los Angeles from July 7–13. These placements bring TikTok's viral energy into the real world - spotlighting glossy hair transformations and inviting even more beauty lovers to get involved.

About COSRX

With its powerful yet affordable skincare solutions, COSRX has quickly become one of America's favorite skincare brands. Using a minimal number of highly effective ingredients in concentrated doses, COSRX products deliver visible results by treating the skin with only the essentials it needs. Find its best-selling skincare solutions at retailers nationwide, including Amazon, ULTA, Revolve, Dermstore, Nordstrom, Target and https://www.cosrx.com.  COSRX is also on Instagram + TikTok.