SOORYEHAN: LG H&H's More Accessible K-Beauty Hanbang Brand
In the luxurious world of hanbang K-beauty (cosmetics inspired by traditional Korean medicine), SOORYEHAN holds a strategic and valuable position. Sister brand to The History of Whoo, it offers treatments inspired by ancient Korean pharmacopoeia at significantly more accessible prices. Its name literally means "beautiful" in Korean, and the brand carries this heritage with elegance. A perfect introduction to the fascinating world of traditional Korean medicine.
At Ma Petite Corée, we have selected SOORYEHAN to offer our customers an elegant gateway to the hanbang universe, with sophisticated formulations at a reasonable price. In this article, we break down the brand's DNA in depth. History, philosophy, key ingredients or concepts, flagship products: everything you need to know to understand why SOORYEHAN deserves a place in your routine.
SOORYEHAN: LG H&H's hanbang K-beauty brand
SOORYEHAN is a Korean cosmetics brand owned by the LG Household & Health Care group, the second largest cosmetics company in South Korea. This prestigious portfolio includes iconic brands like The History of Whoo, OHUI, SU:M37, and Belif. SOORYEHAN positions itself in the mid-to-high segment, more accessible than The History of Whoo while retaining the group's hanbang DNA. A delicate balance that makes it truly unique in the market.
The brand takes its name from the Korean word 수려한 (sooryehan), which means "beautiful," "splendid," or "elegant." This identity carries a promise: that of timeless beauty inherited from traditional Korean wisdom, modernized by contemporary cosmetic science. SOORYEHAN's philosophy is based on a simple yet powerful principle: "legendary beauty," a legendary beauty that transcends eras by combining ancient remedies and advanced biotechnologies.
SOORYEHAN benefits from LG H&H's exceptional research ecosystem. In 2016, the group created OBM Labs, a subsidiary specializing in extracting herbs from traditional Korean medicine. In 2018, LG also partnered with the Useful Plant Resources Center of the Korea National Arboretum to locally cultivate historically rare medicinal plants. This unique scientific infrastructure allows SOORYEHAN to offer exceptional hanbang quality at prices that remain accessible compared to the group's luxury brands.
Fermented Korean ginseng: the SOORYEHAN signature
At the heart of SOORYEHAN's philosophy is Korean ginseng (Panax ginseng), an iconic plant in Asian pharmacopoeia. Grown in Korea's preserved environments, it is renowned for its exceptional regenerative properties, richness in ginsenosides (active saponins), and polysaccharides. SOORYEHAN makes it the cornerstone of several of its flagship lines, notably the Micro Ginseng line dedicated to anti-aging and plumping mature skin.
The brand stands out with a technical approach called Whole-Plant Utilization. While most hanbang brands extract only the ginseng root, SOORYEHAN uses the root, stems, and leaves to maximize the bioavailability of active ingredients. This proprietary process captures a broader spectrum of ginsenosides, amino acids, and polyphenols. The result: formulas richer and more effective than traditional hanbang products on the market.
The fermentation technology represents the brand's second signature pillar. Inspired by traditional Korean Po Jae (포제, medicinal herb preparation) techniques, it enhances the absorption and skin efficacy of active ingredients. The Hyobidam line embodies this approach with fermented wild ginseng extracts. More recently, SOORYEHAN launched its The Black range, centered on a proprietary extract called Black Exosome™, developed from research on Cymbidium orchids and a unique bacterial strain named Black Yeast™.
SOORYEHAN's flagship products
SOORYEHAN structures its offerings around major lines targeted according to skin concerns. Here are the essentials.
The Bon Extra Moisture line is the brand's hydration cornerstone. Bon Extra Moisture Cream, Serum, Skin Refiner, and Emulsion: a complete routine combining Korean ginseng, the Boncho Ginseng complex, and hanbang technology. Rich yet comfortable textures, subtle and refined hanbang fragrance, perfect for dehydrated skin and sophisticated routines.
The Hyobidam line targets mature skin seeking firmness and radiance. Enriched with fermented wild ginseng extracts, it offers luxurious textures with visible effects on fine lines and loss of density. The Hyobidam Fermented Cream and Hyobidam Fermented Essence are key pieces of this premium range, highly appreciated by hanbang connoisseurs.
The The Black line represents SOORYEHAN’s most innovative and contemporary offering. Based on Black Exosome™ derived from Cymbidium orchid and Black Yeast™, it targets advanced signs of aging. The Black Serum and The Black Amino Cleansing Foam are its flagship products. A dark and mysterious universe with a premium aesthetic that appeals to a younger clientele attracted to modern hanbang.
SOORYEHAN for whom? Adapting the brand to your skin
SOORYEHAN is mainly aimed at mature skin from 35-40 years old who want to discover the hanbang universe without immediately venturing into the most expensive luxury ranges. Dehydrated and dull skin will find a valuable ally in the Bon Extra Moisture line to regain comfort and radiance. Very mature skin showing loss of density, pronounced fine lines, and uneven complexion will opt for the Hyobidam or The Black line depending on their aesthetic preference.
The brand is also suitable for sensitive skin, thanks to hypoallergenic formulations dermatologically tested. Users of The History of Whoo looking for a more affordable alternative for certain steps in their daily routine will find a quality equivalent in SOORYEHAN. Conversely, young enthusiasts curious about K-beauty hanbang can explore the Bon Extra Moisture line as an accessible entry point into this fascinating world. The brand covers a wide range of profiles thanks to its multiple lines.
Building your complete SOORYEHAN routine
A SOORYEHAN hanbang routine follows the traditional Korean logic of applying successive thin layers. In the morning, start with a gentle cleansing using a suitable cleansing foam like The Black Amino Cleansing Foam. Then apply a Skin Refiner (hydrating and nourishing toner), followed by an essence from your line (Bon Extra Moisture Essence or Hyobidam Fermented Essence).
Continue with a targeted serum, The Black Serum for more mature skin, followed by an emulsion that prepares the skin to receive the cream. Finish with the appropriate cream: Bon Extra Moisture Cream for daytime, or a richer cream depending on the season. Finally, apply your sunscreen. This routine may seem long but each step is light and the ritual quickly becomes a daily pleasure, a moment of self-care.
In the evening, the routine is more extensive with double cleansing (cleansing oil then cleansing foam), the same steps as in the morning, and more concentrated treatments. A hanbang mask once or twice a week ideally completes the approach. SOORYEHAN recommends sticking to one line for at least two to three months to fully appreciate the benefits of hanbang fermentation on the skin. Patience is an essential virtue of traditional Korean skincare.
Our SOORYEHAN selection at Ma Petite Corée
At Ma Petite Corée, we carefully select every SOORYEHAN item. All our products come directly from South Korea, through a verified short supply chain. Here is our favorite selection, available in stock and shipped from Seoul.
Why choose SOORYEHAN at Ma Petite Corée?
Buying Korean products in Europe can lead to unpleasant surprises on general marketplaces. Counterfeits, expired products, poor storage in non-air-conditioned warehouses: the risks are very real. At Ma Petite Corée, we import every SOORYEHAN product directly from Korea. Our team based in Seoul checks each batch before shipping to guarantee authenticity and absolute freshness.
We also offer exclusive products rarely distributed in France. Korean novelties, limited editions, formats unavailable elsewhere: our catalog is constantly evolving with new items selected by our Franco-Korean team. We test products beforehand to offer you only what truly works in practice.
SOORYEHAN makes Korean hanbang accessible by offering premium formulations at reasonable prices, without compromising on quality. Find the entire SOORYEHAN range on Ma Petite Corée and let yourself be tempted by this brand that embodies an essential facet of contemporary K-beauty.
— Sora, Ma Petite Corée team