SKINCARE
Maintaining a delicate equilibrium between tradition and innovation is the secret to the success of pioneer Korean brand Sulwhasoo, writes amy fabris-shi
Sulwhasoo
REMEMBER THE DAYS when maintaining a three-step beauty routine meant that you were winning at life? Then came K-beauty. As South Korea’s obsession with dewy, highmaintenance complexions started to gain global traction, our routines began inflating, up to five ... 10
(or even more!) seasonally and hormonally adjusted skincare steps. Pre-cleansers, essences and sheet masks started to vie for space in our bathroom cabinets as we raced to slather on snail-mucus and eggwhite concoctions.
Aside from the sheer variety and innovation of “must-have” Korean skincare potions featured in beauty magazines and blogs over recent years, perky packaging and affordable price-points helped catapult K-beauty brands to global cult status. However, while the multi-step rituals that K-beauty ushered in seem to be here to stay, 2017 saw a dip in profitability for several massmarket Korean brands in the region.
Political tensions between South Korea and China have been held partly to blame, but increasing competition from other Asian labels – notably the high-end J-beauty contingent, including Shiseido and SK-II, and Sino-French newcomer Cha Ling – also suggest a preference for higher-quality and luxurious skincare, particularly among consumers in Greater China.
Standing proud among K-beauty’s cutesy panda compacts and cartoon labels is 52-yearold Korean brand, Sulwhasoo. Seemingly impervious to shifting trends, this beauty pioneer remains one of Korea’s most recognised brands – and one with a rapidly growing global presence, too.
Established in 1966, Sulwhasoo was originally inspired by a camellia oil created by founder
Suh Sung-whan’s mother and the precious ginseng from his native city of Kaesong. Half a century later, the brand remains deeply rooted in traditional Korean herbal medicine and the holistic philosophy of balance. But much as it venerates traditional wisdom, it also continually innovates. “We employ a team of 500 researchers focusing on nature-driven formulas and proprietary technologies to keep us at the cutting-edge of product development,” says Xu Binghui, a senior vice president at Sulwhasoo’s parent company, AmorePacific.
In 1997, Sulwhasoo launched its First Care Activating Serum
EX, which was to become its bestselling product until today. The boosting serum introduced a new beauty-product category at the time (yet another skincare step!) designed to be applied right after cleansing to balance the skin and prepare it for better absorption of subsequent products.
First Care Activating Serum EX is formulated from a blend of five carefully selected Korean herbs – peony, lotus, white lily, Solomon’s seal and rehmannia – using the advanced PREXtract Process technology to extract the active ingredients, which is then decocted for 18 hours. The powerful elixir is
trademarked as JAUM Balancing Complex and helps to harmonise and replenish the skin’s energy from within, leaving it moisturised and nourished.
The application ritual is an important part of the soothing Sulwhasoo experience. A smooth pump from the graceful ambercapped, white-opaque bottle dispenses the lightweight golden elixir, which is easily absorbed by the skin and leaves it feeling immediately softer and more hydrated with a fresh botanical scent. “With regular use, the JAUM Balancing Complex achieves skin balance in terms of nourishment, vitality, clarity, resilience and regeneration, making it look radiant,” adds Xu.
In part driven by the success of its First Care Activating Serum EX, Sulwhasoo became the first-ever Korean beauty or fashion company single-handedly to surpass the trillion-won (HK$6.97 billion) annual revenue mark in 2015. The brand made its global debut in Hong Kong in 2004, and has since expanded across Asia, as well as the US, Canada and France – and soon the UK.
To celebrate the 20th anniversary of its signature serum (now in its fourth generation), Sulwhasoo launched a limitededition 120ml bottle decorated with gold-etched plum blossoms and hosted a celebratory banquet in Shanghai in May. As well as sharing its holistic values balancing traditional Asian medicinal herbs and modern skin science, the event introduced its first-ever Brand Muse.
Korean TV and film star Song Hye-kyo is a classic beauty and successful businesswoman who ranked seventh in
Forbes magazine’s Korea
Power Celebrity list in 2017.
Song represents Sulwhasoo’s unswerving focus on sophistication and balance – qualities that have enabled this venerable brand to stand the test of time in the fast-changing beauty market so gracefully.
AS MUCH AS IT VENERATES TRADITIONAL WISDOM, SULWHASOO ALSO CONTINUALLY INNOVATES