L’Oréal Launches Shihyo, a Luxury Beauty Brand

L’Oréal Groupe is launching a luxury beauty brand. Called Shihyo, brand partners include Hotel Shilla and Anchor Equity Partners. The launch runs through Loshian, a third-party joint venture. This is the first time L’Oréal is launching a beauty brand through a joint venture.

“L’Oréal Luxe is very pleased to announce the launch of Shihyo through a partnership with Hotel Shilla and Anchor Equity Partners,” said Cyril Chapuy, president, L’Oréal Luxe. “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.”

Shihyo means “the wisdom of time.” It is inspired by the Asian wisdom of the 24 seasons. According to L’Oréal, Shihyo embodies 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, a patented, nutrient-rich concentrate of the 24 herbal ingredients infused with fermented rice water and ginseng water. 

“Shihyo is a luxury beauty brand that brings out the best of naturality and efficacy with seasonal ngredients directly sourced from local farmers in Korea,” explained In-Gyu Han, COO, Hotel Shilla. “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.”

Shihyo offers 24 different types of ampoules featuring 24 herbal ingredients, along with other skincare products such as facial cleanser, essence, and cream, as well as scalp care products such as shampoo and conditioner.

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