L’Oréal Unveils Luxury Beauty Brand Shihyo

Marks the first time L’Oréal is launching a beauty brand through a joint venture.

L’Oreal Groupe has launched a luxury beauty brand named Shihyo through third-party joint venture Loshian, in partnership with South Korean hotels and duty-free shops operator Hotel Shilla and Anchor Equity Partners.

This is the first time L’Oréal is launching a beauty brand through a joint venture.

Inspired by “the Asian wisdom of the 24 seasons,” Shihyo is based on the naturality of 24 herbal ingredients harvested at the peak of each season.

“Rooted in an exceptional traditional wisdom and knowledge of naturality, Shihyo represents the epitome of Asian luxury beauty,” said Cyril Chapuy, president of L’Oreal Luxe.

Shihyo leverages L’Oréal’s longstanding beauty expertise, Hotel Shilla’s luxury retail channels, and Anchor’s robust financial business model. 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.

“We have full confidence that Shihyo will meet the discerning consumers’ needs with new luxury beauty routines,” added Sanggyun Ahn, managing partner of Anchor Equity Partners.

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