L’Oréal North Asia is launching a new luxury beauty label, Shihyo, under the partnership with South Korean hotels and duty-free shops operator Hotel Shilla and Anchor Equity Partners. The new brand is inspired and informed by Chinese solar terms, otherwise known as the traditional harvest “calendar” consisting of 24 harvest elements including grain, heat, cold dew and other components. The brand’s collection comprises 24 herbal constituents steeped in fermented rice and other Asian innovative processes.
The line-up includes 24 ampoules based on different herbal ingredients, facial cleansers, essences and cream, as well as scalp care products, such as shampoo and conditioner. All formulas include the brand’s signature ingredient ShiHyo24, a patented, nutrient-rich concentrate of the 24 herbal ingredients infused with fermented rice water and ginseng water. Shihyo’s, which means “the wisdom of time” will open its flagship store – “Seoul Garden” – within The Shilla Seoul later this year.
The brand marks L’Oreal’s first beauty brand launched through a joint venture. The launch takes place nearly a week after L’Oréal’s first North Asia Industry Innovation Summit at the China International Import Expo, where the beauty conglomerate cited it would target the “unique ecosystem of the ‘beauty triangle’ of C-beauty, J-beauty and K-beauty” across East Asia.
Shihyo’s launch notably takes place nearly a year after the beauty conglomerate first established a “North Asia Zone” to cover five major markets including mainland China, Hong Kong, Taiwan, Japan and South Korea in 2021. These regions made up 30.5 percent of the group’s overall sales in the same year.
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