What's the philosophy behind Sulwhasoo's best-selling products?
Hallyu star Song Hye-Kyo (Encounter, Descendants of the Sun) may be the face of Sulwhasoo, but the luxury beauty brand isn't simply just riding on the K-wave.
In fact, with a history that traces all the way back to 1966, Sulwhasoo, under the umbrella of Amorepacific, has been through the ups and downs of Korean pop culture, and they are still trooping on.
"Regardless of these external factors, we’ve just been focusing a lot on developing really good ingredients for our customers and I think that’s what they love about our brand," Mina Kim, senior vice president of Sulwhasoo shared as we sat in the hall of The Capitol Kempinski Singapore.
Dressed in a pink tweed suit and exuding a gentle demeanour, this soft-spoken lady has been one of the driving forces behind the international popularity of Laneige and Sulwhasoo, positioning the latter as Korea's leading luxury beauty brand. Visiting Singapore for the Asean launch of the brand's latest Bloomstay Vitalizing range, Mina shares with us the intricacies of beauty product development, Sulwahsoo's theory of the "seven year cycle", and why skincare has no geographical boundaries.
(Related: Discovering 50 Years Of Beauty History With The Sulwhasoo Concentrated Ginseng Renewing Serum)