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L’Oréal Groupe launches new luxury beauty brand through joint venture

L’Oréal Groupe launches new luxury beauty brand through joint venture

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L’Oréal Groupe is collaborating with Hotel Shilla and Anchor Equity Partners to launch a newly created luxury beauty brand ‘SHIHYO’ through Loshian, a third-party joint venture. This is the first time L’Oréal is launching a new beauty brand through a joint venture.

Representing “the wisdom of time”, SHIHYO is a newly created skincare beauty brand inspired by the Asian wisdom of the 24 seasons. Embodying the healthy energy of nature, powered by herbal sciences, the new brand is based on the naturality of 24 herbal ingredients harvested at the peak of each season, combined with proven efficacy based on scientific research and innovation. All formulas include the signature ingredient called ShiHyo24, is a patented, nutrient-rich concentrate of the 24 herbal ingredients infused with fermented rice water and ginseng water.

SHIHYO leverages L’Oréal’s longstanding beauty expertise, Hotel Shilla’s luxury retail channels, and Anchor’s robust financial business model. Furthermore, it will also promote its presence via its first flagship store, the “Seoul Garden,” which will open in the coming months at The Shilla Seoul Hotel in Korea, with the ambition of engaging with consumers and offering an immersive experience with an extensive luxury beauty product range.

Cyril Chapuy, president of L’Oréal Luxe, said: “L’Oréal LUXE is very pleased to announce the launch of SHIHYO through a partnership with Hotel Shilla and Anchor Equity Partners. Rooted in an exceptional traditional wisdom and knowledge of naturality, SHIHYO represents the epitome of Asian luxury beauty. Empowered by science, SHIHYO delivers the highest skincare quality thanks to its signature patented ingredient, offering the most elevated luxury beauty experience.”

In-Gyu Han, COO of Hotel Shilla, said: “SHIHYO is a luxury beauty brand that brings out the best of naturality and efficacy with seasonal ingredients directly sourced from local farmers in Korea. With our rich retail expertise married with L’Oréal’s strong brand building capabilities, we believe SHIHYO will elevate the desire for natural, luxury beauty in Asia.”

Sanggyun Ahn, managing partner of Anchor Equity Partners, said: “We are glad to join this partnership to support the growth of the most unique brand in Asia and globally. We have full confidence that SHIHYO will meet the discerning consumers’ needs with new luxury beauty routines.”

MARKETING-INTERACTIVE has reached out to L’Oréal for further information.

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