L’Oréal Groupe, partners unveil luxury beauty brand SHIHYO

Its flagship store will open in South Korea.

L’Oréal Groupe, Hotel Shilla and Anchor Equity Partners, will launch a newly-created luxury beauty brand ‘SHIHYO’ through a third-party joint venture Loshian.

In a statement, L’Oréal Groupe said SHIHYO’s flagship store, “Seoul Garden” will be located at The Shilla Seoul Hotel in South Korea.

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The brand’s formulas will include the signature ingredient, ShiHyo24 which is a patented, nutrient-rich concentrate of the 24 herbal ingredients, that were harvested at the peak of each season, and infused with fermented rice water and ginseng water.

It will offer 24 different types of ampoules featuring 24 herbal ingredients, skincare products such as facial cleanser, essence, and cream, and scalp care products such as shampoo and conditioner.

L’Oréal Groupe added that it is the first beauty brand it launched through a joint venture.