SHANGHAI — L’Oréal is launching a luxury K-beauty brand, called Shihyo.

Beauty Brand Shihyo Created in collaboration with South Korea’s Hotel Shilla chain and Hong Kong-based Anchor Equity Partners, the skincare brand will probably be introduced in Korea via a third-party three way partnership, called Loshian.

Shihyo, which implies “the wisdom of time” in Korean, takes inspiration from the 24 seasons of the standard lunisolar calendar. “Shihyo embodies the healthy energy of nature, powered by herbal sciences,” L’Oréal said in an announcement.

Shihyo features 24 different ampoules with 24 herbal ingredients harvested at the height of every season. The range includes facial cleanser, essence, cream, shampoo and conditioner.

All Shihyo product formulas have a patented ingredient called ShiHyo24, which infuses 24 herbal ingredients with fermented rice water and ginseng water. The nutrition-rich formulation relies on scientific research and innovation with proven efficacy, in accordance with the brand.

The ingredients are directly sourced from local farmers in South Korea, in accordance with In-Gyu Han, chief operating officer of Hotel Shilla, within the statement.

“Rooted in an exceptional traditional wisdom and knowledge of naturality, Shihyo represents the epitome of Asian luxury beauty. Empowered by science, Shihyo delivers the best skincare quality due to its signature patented ingredient, offering essentially the most elevated luxury beauty experience,” said Cyril Chapuy, president of L’Oréal Luxe.

“Shihyo delivers the best skincare quality, due to its signature patented ingredient, offering essentially the most elevated luxury beauty experience,” he added.

“We’ve got full confidence that Shihyo will meet the discerning consumers’ needs with recent luxury beauty routines,” said Sanggyun Ahn, managing partner of Anchor Equity Partners.

The brand was unveiled during Shanghai’s CIIE expo in early November.

Shihyo will concentrate on the North Asian market with a flagship store, called “Seoul Garden,” opening “in the approaching months” on the Shilla Seoul Hotel in Korea. A launch in China is scheduled for 2023.

L’Oréal first dove into K-beauty in 2018, with the acquisition of Nanda Co. Ltd., the South Korean lifestyle makeup and fashion fashion company that features the favored Stylenanda color cosmetics brand.

The L’Oréal North Asia Zone is the French beauty giant’s second-largest region sales-wise, after Europe. North Asia accounted for greater than 28 percent of the group’s global sales within the nine months ending Sept. 30. Sales there grew 11.3 percent in reported terms and 0.3 percent on a like-for-like basis to 2.41 billion euros in the third quarter.