Sulwhasoo
| Product type | Skincare Makeup Body & hair Perfume |
|---|---|
| Country | Yongsan, Seoul, South Korea |
| Introduced | 1997 in South Korea |
| Markets | Asia, North America, Europe, Australia |
| Website | www.sulwhasoo.com |
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Sulwhasoo is a South Korean luxury skincare and cosmetics brand owned by Amorepacific Corporation. The brand integrates traditional Korean herbal medicine, especially ginseng, with modern skincare science. It is recognized as one of Amorepacific’s flagship brands and has a strong global presence.
Heritage and Origins
Sulwhasoo’s roots trace back to 1932, when Yoon Dok-jeong, the mother of founder Suh Sung-whan, sold camellia oil in Kaesong. This legacy is referenced in the brand’s campaign “FROM 1932 TO YOU.”[1] Sulwhasoo was officially launched in 1997 as a holistic skincare line based on Asian wisdom and modern science.[2]
Ginseng Research and Innovation
Amorepacific began systematic ginseng research in 1964. In 1966, the company launched its first ginseng-based product, the ABC Ginseng Cream, which later inspired Sulwhasoo’s Concentrated Ginseng Renewing Cream.[3] Sulwhasoo remains the only global skincare brand that uses all parts of the ginseng plant—root, stem, leaf, and berry—in research and product development.[4]
Logo history
Sulwhasoo’s logo has evolved over time:
- 1997: Original logo featuring traditional Korean calligraphy
- 2000s: Simplified typography to appeal to global audiences
- 2022: Minimalist redesign launched under the “Rebloom” campaign[5]
Products
Sulwhasoo’s signature product is the First Care Activating Serum, launched in 1997, and widely recognized as a bestseller in the luxury K-beauty category.[6] Other key products include the Concentrated Ginseng Renewing Cream, Essential Balancing Emulsion, and Timetreasure collection.
Campaigns and Brand Messaging
In 2022, Sulwhasoo unveiled the “#SulwhasooRebloom” campaign, highlighted by films such as “FROM 1932 TO YOU” and “Mother Earth, Snow, Flower.”[7] In March 2023, Sulwhasoo launched the global “I Am Ginseng” campaign at The Metropolitan Museum of Art in New York, reflecting its position as a luxury heritage brand.[8]
Ambassadors
Sulwhasoo has collaborated with various global ambassadors:
- **Rosé** (BLACKPINK) – Appointed 2022, featured in #SulwhasooRebloom.[9]
- **Tilda Swinton** – Appointed 2023, starred in I Am Ginseng campaign.[10]
- **Yoona** (Im Yoon-ah) – Appointed 2025, promoted the First Care Activating Serum global campaign.[11][12]
- **Taeyeon** – Named ambassador for the “New Concentrated Ginseng Renewing EX” campaign in August 2021.[13]
- **Song Hye-kyo** – Appointed as brand muse beginning in 2018.[14]
See also
External links
References
- ↑ "From the Origin of the Brand to Its Completion". Amorepacific. 2022-08-31.
- ↑ "Sulwhasoo History". Sulwhasoo US. Retrieved 2025-09-09.
- ↑ "Over 50 Years of Ginseng: The Legacy and Future of Sulwhasoo". Elle. 2023-05-08.
- ↑ "60+ Years of Ginseng Innovation". Sulwhasoo US. Retrieved 2025-09-09.
- ↑ "Sulwhasoo The New Begin". Amorepacific Stories. 2022-09-01.
- ↑ "Sulwhasoo First Care Activating Serum Review: Why This Cult-Favorite K-Beauty Product Has Lasted Decades". Allure. 2022-06-28.
- ↑ "Sulwhasoo New Global Campaign". Campaign Asia. 2022-09-05.
- ↑ "Sulwhasoo names Tilda Swinton ambassador". Amorepacific. 2023-03-13.
- ↑ "BLACKPINK's ROSÉ Is the Latest Global Ambassador for a Major K-Beauty Brand". Allure. 2022-10-18.
- ↑ "Sulwhasoo names Tilda Swinton ambassador". Amorepacific. 2023-03-13.
- ↑ "Sulwhasoo selects actress Yoona as new global ambassador". Amorepacific Stories. 2025-03-13.
- ↑ "Watch: Girls' Generation's YoonA Named Global Ambassador For Sulwhasoo". Soompi. 2025-02-28.
- ↑ "Girls' Generation's Taeyeon Exudes Elegance As The Face Of A Luxury Skincare Brand". Koreaboo. 2021-08-19.
- ↑ "After a Decade as the Face of Laneige, Brand Ambassador Song Hye Kyo Moves to Sulwhasoo". Branding in Asia. 2018-01-10.
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