A slew of AmorePacific’s Sulwhasoo cosmetics in the Jinsul Line, a representative popular anti-aging cosmetics products made with the extracts from ginseng and red pines. (Photos: AmorePacific)

Chairman Suh Kyung-bae of AmorePacific.

Sulwhasoo, a luxury brand among AmorePacific’s anti-aging cosmetic product line, renewed and bolstered the representative line of products known as “the Jinsul Line.”

The marketing campaign for Sulwhasoo will be strengthened to let customers know more about its history and philosophy, according to the company.

It is a special luxury brand with its own beauty that bridges Korean tradition with modernity. The cosmetic brand’s beauty is culled from natural raw materials.

Sulwhasoo, in pursuit of a balance between external and internal, using red ginseng and red pine, and others, raw materials that have Asia’s unique wisdom.

They aim to show off the unique and true value of Korean beauty to the world.
Ever since the birth of Sulwhasoo a half century ago, the beautiful course that was kicked off with ginseng went through many changes after studies into the raw material were expanded.

In 1997, the letter sul was taken from snow to signify the beauty of snow, wha from “Maewha,” or plum blossom, which blossoms in the winter to show its beauty in the coldest season, and soo, meaning special beauty, to make up Sulwhasoo. Sulwhasoo has now taken its place as a representative luxury Asian cosmetics brand.

The team of Sulwhasoo researchers studied many books on Asian medical history, including the Tonguibogam, the most famous and well-read Oriental medical book, focusing on the thousands of medicinal herbs, their effects and the ways to make them, especially, ways to maximize synergy among the medicinal herbs when mixed together, from an overall sense not just the effects of an individual medicinal herb.

The exclusive research on Sulwhasoo succeeded in mixing the wisdom of Oriental medicine with modern science to bring balance to the skin.

For millennia, ginseng has been effective in strengthening immunity, resistance aging, regeneration and anti-oxidation.

Ginseng found in Korea contains around 40 percent more saponin than ginseng found in other countries, and twice the saponin elements.