L'Oréal Launches Shihyo, A Luxury K-Beauty Brand

It's inspired by nature

Watch out, beauty lovers! L'Oréal Groupe has just launched Shihyo, a luxury K-Beauty brand that promises to take over your vanity tables.

A first look at Shihyo's products

The beauty giant partnered with South Korean hotel chain Hotel Shilla and Anchor Equity Partners to launch the brand. (Photo from L'Oréal)


Meet Shihyo, L'Oréal's new luxury K-Beauty brand


The new brand is inspired by "the Asian wisdom of the 24 seasons" and is powered by 24 herbal ingredients that are harvested at their seasonal peak. Its name translates to "the wisdom of time" in Korean.

All products will be formulated with a patented ingredient called ShiHyo24, a nutrient-rich concentrate made with fermented rice water and ginseng water. According to some reports, the first collection will include facial cleansers, moisturisers, shampoos, and conditioners.

The brand will launch its first flagship store called the Seoul Garden at The Shilla Seoul Hotel in South Korea. 

There's yet to be a word about the exact opening date. This article will be updated as more information on the brand is released.


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