Sulwhasoo

AmorePacific's luxury brand is built on the philosophy of hanbang — the application of traditional Korean herbal medicine to modern skincare formulas. Its First Care Activating Serum, built around a fermented herbal blend, is one of the brand's flagship products and a consistent seller in its department-store and duty-free lineup. Sulwhasoo is widely regarded as one of Korea's most prestigious cosmetics houses, known for elaborate ginseng- and herb-based formulations sold at a premium price point.