22
Jun
KBeauty Tag
Beauty Brand Shihyo
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...
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The subsequent era of K-Beauty is all about debunking myths and stripping back skincare routines
What involves mind when you concentrate on K-Beauty? Snail mucin and bee venom, possibly? Or overcomplicated skincare routines with more steps than you thought possible? Well, it seems that we’ve been getting Korean beauty practices unsuitable this whole time. “The most important misconception is the ten-step skincare routine,” says Jin Kwon. “Within the international market, people consider the ten-step skincare routine to be Korean. It never existed in Korea, actually.”
Nobody within the UK is more informed on K-Beauty than Kwon, the founding father of Korean Beauty distributor Tonic15. Highly curated and beautifully organised, the retailer is host to...
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