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Sul Wha Soo
Snow Flower Phenomenal
Seeking the exquisite
allure of a plum
blossom springing
forth through snow
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Origin

Time and perseverance,
for true holistic beauty

Origin

Sulwhasoo’s pursuit of true beauty is a journey that begins with Asian wisdom,
embodying the harmony and equilibrium with Nature.

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  • Picture of ABC Ginseng Cream 1966

    ABC Ginseng Cream initiated the Sulwhasoo legacy

  • Picture of Ginseng SAMMI 1973

    Ginseng SAMMI, world’s first cosmetic made using ginseng saponin

  • Picture of SAMMIJIN 1981

    SAMMIJIN, exported to 25 countries worldwide

  • picture of Sulwha 1987

    Sulwha brand, developed through research in various Korean herbal medicinal ingredients

  • picture of products 1997

    Added the character “Soo” and complete the Sulwhasoo brand, with 7-Year-Cycle aging research

  • picture of products 2004

    Sulwhasoo became a true global brand with the opening of its first boutique in Hong Kong

  • picture of products 2009

    Sulwhasoo brand renewal with enhanced products and modern design

  • picture of products Present

    Infusing the world with our heritage of treasured knowledge, today’s Asian Wisdom

Picture of ABC Ginseng Cream 1966

ABC Ginseng Cream initiated the Sulwhasoo legacy

Picture of Ginseng SAMMI 1973

Ginseng SAMMI, world’s first cosmetic made using ginseng saponin

Picture of SAMMIJIN 1981

SAMMIJIN, exported to 25 countries worldwide

picture of Sulwha 1987

Sulwha brand, developed through research in various Korean herbal medicinal ingredients

picture of products 1997

Added the character “Soo” and complete the Sulwhasoo brand, with 7-Year-Cycle aging research

picture of products 2004

Sulwhasoo became a true global brand with the opening of its first boutique in Hong Kong

picture of products 2009

Sulwhasoo brand renewal with enhanced products and modern design

picture of products Present

Infusing the world with our heritage of treasured knowledge, today’s Asian Wisdom

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Artisan

Sulwhasoo’s principle for ingredients,
completed through deep learning

Artisan

Upholding Sulwhasoo’s unyielding principle for all its ingredients,
precious Korean herbal medicinal ingredients are reborn into rich efficacious components of our beauty products.

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  • Ginseng

    Heritage Ingredient

    Legendary medicinal plant
    infusing the skin with vitality

  • JAUM Balancing Complex™

    Signature Ingredient

    Secret to the five ingredients restoring skin
    balance Restoring skin balance
    with the secret of five ingredients

  • Red Pine

    Premium Ingredient

    The key to maintaining
    youthful skin in the face of time

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Harmony & Balance

Harmony and balance,
Sulwhasoo’s philosophy of beauty

Harmony & Balance

Sulwhasoo presents holistic beauty of the body and mind, as well as inner and outer beauty.

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Signature products Skincare

Sulwhasoo’s signature skincare products
for the beauty of harmony and balance

Holistic care products Holistic Care

Holistic care products for the body and mind

Beauty Ritual Beauty Ritual

Delicate textures and Beauty Rituals

Sulwhasoo SPA Sulwhasoo SPA

Serene space to experience the essence of holistic beauty

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Ideal Beauty

Allure of harmony and balance
in Asian beauty

Ideal Beauty

Sulwhasoo’s design is neither excessive nor insufficient.
We believe that restrained beauty embodies true value within itself.

Ideal Beauty See More
  • Sulwhasoo - symbol
    Symbol

    Harmony of delicacy and resiliency

  • Sulwhasoo - pattern
    Pattern

    Balanced beauty of curves and straight lines

  • Sulwhasoo - shape
    Shape

    Simple but generous aesthetics of lines

  • Sulwhasoo - color
    Color

    Signature colors inspired from nature

Sulwhasoo - symbol
Symbol

Harmony of delicacy and resiliency

Sulwhasoo - pattern
Pattern

Balanced beauty of curves and straight lines

Sulwhasoo - shape
Shape

Simple but generous aesthetics of lines

Sulwhasoo - color
Color

Signature colors inspired from nature

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Beauty from Your Culture

Conveying the beauty of
tradition for the future

Beauty from Your Culture

We’re harmonizing traditional and modern, creating a more meaningful and beautiful culture,
building a stronger foundation for the future.

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  • Art Collaboration Ad Campaign

    Art Collaboration

    Global ad campaign reinterpreting Korean beauty through collaborations with traditional artisans and modern artists

  • Shine Classic Makeup

    Shine Classic Makeup

    Premium limited edition giving traditional Korean shapes, materials, and techniques a modern touch

  • Sulwha Culture Exhibition

    Culture Exhibition

    Cultural space bringing generations together by reinterpreting traditional culture with various modern perspectives

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Eternity

Everlasting beauty
deflecting time and space

Holistic Beauty from Asian Wisdom
Sulwhasoo

Sulwhasoo’s holistic beauty, embodying Asian wisdom,
has continued to spread beauty
through generations and space for 50 years.

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1966 Suh Sung-Whan and ABC Ginseng Cream

Sulwhasoo originator Suh Sung-whan spent his childhood in Kaesong, a city renowned for the meticulousness of its merchants and the exceptional quality of its ginseng. His mother produced camellia oil there and became his lifelong mentor. Under the watchful eye of his mother and her uncompromising devotion to product quality, Suh learned the value of nature and the importance of high quality ingredients. Determined to make cosmetics using his childhood learnings and the efficacies of ginseng, Korea’s signature plant, Suh introduced ABC Ginseng Cream in 1966. And this was the beginning of the Sulwhasoo legacy.

1973 SAMMI, introducing Korea’s ingredients and culture to the world

In 1972, nine years into his ginseng research endeavor, Suh succeeded in extracting ginseng’s most precious efficacy, saponin, from the plant’s leaves and flower. In the following year, Ginseng SAMMI was introduced to the world with saponin as the key ingredient. Ginseng SAMMI was the product that represented Suh’s dream to introduce a cosmetic embodying Korea’s culture and ingredients to the world, complete with a specialized container inspired by the exquisitely crafted Goryeo celadon.

1987 Sulwha, the foundation for Korean herbal medicinal cosmetics

SAMMI’s international success brought much confidence that more efficacious components could be extracted from many other Korean herbal ingredients besides ginseng. This led to the creation of Sulwha in 1987, referring to a beautiful snow flower that blooms to herald the coming of spring, just as beauty blooms from a woman’s skin. Sulwha was a gentle cosmetic product that used natural Korean herbal ingredients to help protect the skin and give it strength.

1997 Sulwhasoo, the essence of Asian beauty

As Sulwha’s research on Korean herbal medicine deepened with further study into efficacies and processing methodologies, the brand evolved into the Sulwhasoo in 1997. Our in-depth research into the cause of skin aging led us to complete Sulwhasoo’s signature JAUM Balancing Complex™, which later was used as a major ingredient in our highly acclaimed First Care Activating Serum. In 2000, the release of Concentrated Ginseng Renewing Cream, which encapsulates the essence of our ginseng research, further cemented Sulwhasoo’s position as Korea’s most representative cosmetics brand.

2009 Representing Korean beauty

As Korea’s most recognized global beauty brand, Sulwhasoo naturally found its place as the national gift to many first ladies visiting Korea from around the world. Reflecting a strong pride in Korean culture and philosophy, Sulwhasoo products were featured as special gifts at such international events as the 2009 Korea-ASEAN Summit, the 2010 Seoul G20 Summit Meeting, and the 2011 Seoul G20 National Assembly Chairmen Meeting.

Present Holistic beauty flowing throughout the world

Sulwhasoo blossomed from a deep conviction in the power of ginseng and the passion for Korean herbal medicinal study. Today, it is beloved by customers worldwide as the holistic beauty brand embodying Asian wisdom.

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Ginseng Legendary ingredient delivering vitality to the skin

Legendary ingredient delivering vitality to the skin. Korean Ginseng is a legendary plant traditionally renowned for its potency. Sulwhasoo has devoted half a century to in-depth ginseng research, called Ginsenomics™, and continues to introduce the miraculous efficacies drawn from all parts of the ginseng, from its roots to the berries.

JAUM Balancing Complex™ The 18-hour secret to restoring skin balance

The core ingredient for the Sulwhasoo brand is the JAUM Balancing Complex™, our unique formula that helps the skin regain balance. Among over three thousand ingredients found in several ancient studies in Korean herbal medicine , five key ingredients were carefully selected to create synergy for the optimal skin balance. After countless research efforts involving trial and error, we discovered that 18 hours is the ideal time needed to perfect the JAUM Balancing Complex™.

Red Pine The key to maintaining youthful skin in the face of time

Pine trees remain beautifully green year around. The beautiful Red Pine in particular enriches the soil and forest around it and has become a symbol of longevity and symbiosis. With a growing interest in the strong vitality of the Red Pine, Sulwhasoo dedicated years of research to discover the De-aging Active component (DAA), the rejuvenating and vital energy from Nature, hidden deep in the Red Pine.

POJE Optimizing Process™ Traditional processing method used to awaken the deep efficacies of all our ingredients

1. Honeyed Process™ 2. Salted Process™ 3. Steamed Process™ 4. Red Pine Concentration Process™ 5. Alcohol Steamed Process™

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Holistic care products
Inner Beauty Product

Formula made with various Korean herbal ingredients and Red Ginseng that helps the body regain balance, bringing out vitality from within for healthy beauty.

Scented Products

Embodying the spirit of Nature, Sulwhasoo’s scents help clear the mind, awakening your inner senses for serenity.

Beauty Ritual Special technique to complete the holistic beauty and delicate textures

Sulwhasoo’s Beauty Rituals are unique. Our exclusive Balance-Essential-Advance beauty steps and the delicate textures are designed to deliver rich efficacies to the skin, and a relaxing experience and finish.

Sulwhasoo SPA Serene space to experience the essence of holistic beauty

Precious Korean herbal ingredients for the tired skin. The therapist’s dedication to harmonize the body, and traditional rituals that help the mind find peace. See the true beauty of your body and mind awaken.

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Symbol Harmony of delicacy and resiliency

Sulwhasoo comprises the characters雪花, an elegant and serene snow flower, and秀 to represent phenomenal, to convey our calm and dynamic aesthetics. The red seal above the symbol makes explicit Sulwhasoo’s proud commitment to authentic beauty.

Pattern Balanced beauty of curves and straight lines

Sulwhasoo’s iconic plum blossom patterns represent Sulwhasoo’s subtle but captivating beauty. The harmony of the non-existent six-petal flowers symbolize the ideal beauty that Sulwhasoo pursues.

Shape Simple but generous aesthetics of lines

The beautiful curves that represent all-embracing harmony was inspired by the classic white porcelain moon jar of the Joseon Dynasty. They convey the beauty of traditional aesthetics.

Color Signature colors inspired from nature

Sulwhasoo’s signature colors are orange and brown. Orange, the bright yet calm energy that resembles a radiant glow. Brown, symbolizing the earth that is the core to all life, and Korean herbal medicinal ingredients.

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Art Collaboration Ad Campaign Global ad campaign

Sulwhasoo runs various art collaboration ad campaigns. Working closely with traditional artisans and modern artists in different fields of the arts, we give Korean beauty a modern touch. With ad campaigns running simultaneously in more than 10 countries worldwide, Sulwhasoo continues to spread Korean beauty around the world.

Shine Classic Make up Premium limited edition

Since its debut in 2003, Sulwhasoo has been created the Shine Classic makeup line annually with a modern interpretation of Korea’s traditional patterns, materials, and techniques. Embodying the elegance of Korean beauty, the premium limited edition carefully selects a new aesthetic theme every year to introduce Korea’s unique makeup culture to the world.

Sulwha Culture Exhibition Cultural space for harmony

Sulwhasoo has been working closely with our community since our first Sulwha Culture Exhibition in 2006. Through this unique exhibition, we help to discover rising artists, and reinterpret traditional culture through their unique perspectives in ways that people from different generations can relate to. Sulwha Culture Exhibition continues to evolve so that people all around the world can also engage with it.

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Sulwhasoo’s Great Journey to Holistic Beauty
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