THE WHAT? L’Oréal has teamed up with Hotel Shilla and Anchor Equity Partners to launch a newly created luxury beauty brand via a joint venture named Loshian.

THE DETAILS Shihyo, as the new brand has been dubbed, is based on a signature ingredient, ShiHyo24, formulated from 24 herbal ingredients, sourced from local farmers in Korea and harvested at the peak of each season, infused with fermented rice water and ginseng water.

The range comprises 24 different types of ampoules along with skin care products such as facial cleanser, essence and cream as well as scalp care products.  Shihyo’s first flagship store, the Seoul Garden, 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.

THE WHY? Shihyo leverages L’Oréal’s longstanding beauty expertise, Hotel Shilla’s luxury retail channels, and Anchor’s robust financial business model. Cyril Chapuy, President of L’Oréal Luxe, explains, “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 skin care quality thanks to its signature patented ingredient, offering the most elevated luxury beauty experience.”