The History of Whoo: royal luxury K-beauty
Its story since 2003, the secrets of the royal court, its lines and which product to choose for your skin: the complete guide to THE WHOO.
- The History of Whoo, renamed THE WHOO in 2023, is the luxury brand of the Korean group LG Household & Health Care, launched in 2003.
- Its idea: to draw on the beauty secrets of the queens of the Korean royal court, with plants from the hanbang tradition.
- In 2018, it became the first Korean beauty brand to pass 2 trillion won in sales in a single year.
- Its go-to products: the Bichup essence and the Cheongidan cream. Who it’s for: mainly mature or dry skin.
Contents
Golden jars decorated with flowers, deep red bottles, crown-shaped lids: The History of Whoo doesn’t go unnoticed. It’s the first Korean beauty brand to pass 2 trillion won in sales in a single year, and its story starts with a simple idea: to bring back the skincare of the queens of the Korean royal court and adapt it to today’s skin.
In this guide, we explain where The History of Whoo (now THE WHOO) comes from, what’s in its formulas, how to find your way through its many lines, and above all which product to start with for your skin. Good news: you don’t need to buy everything to discover the brand.
The story of The History of Whoo, from 2003 to today
The brand was launched in February 2003 by LG Household & Health Care, one of the big Korean beauty groups. Its concept: luxury cosmetics inspired by the secret recipes of the royal court, the ones used to preserve the beauty of the queens. Right from the start, it released the Gongjinhyang line, made with plants that were once offered to queens.
In 2006, actress Lee Young-ae, the heroine of the drama Dae Jang Geum, became its face. She stayed for more than ten years. Two key launches followed: the Bichup essence in October 2009, then the Cheongidan line in January 2010, which became a big success in China.
From 2014, carried by the Korean wave in Asia, the brand took off. It crossed 1 trillion won in annual sales in 2016, then in 2018 became the first Korean beauty brand to pass 2 trillion won in a single year. In 2023, it shortened its name to THE WHOO and renewed its Cheongidan line for the first time in 13 years. In July 2024, actress Kim Ji-won was chosen as its new face, and at the end of March 2025, LG H&H announced that the brand had made more than 20 trillion won in total sales since its creation.
The philosophy of The History of Whoo: the luxury of the royal court
The word “Whoo” stands for the character 后, which means the queen, the empress. The whole brand is built around this figure. In practice, that means three things:
- Plants from Korean tradition: ginseng, peony, licorice, lotus, rehmannia… the ingredients of hanbang, traditional medicine, are at the heart of the formulas.
- Modern actives to go with them: niacinamide, hyaluronic acid, adenosine. The brand itself talks about combining the secrets of the court with today’s technology.
- The ritual: golden jars, floral patterns, rich textures. At Whoo, taking care of your skin should feel like a royal moment.
The brand’s flagship essence since 2009: more than 10 million bottles sold according to LG H&H. Its light texture goes on right after cleansing and helps skin look suppler, more hydrated and more radiant.
173,90 €SEE THE PRODUCTThe key ingredients of The History of Whoo
Each line has its own recipe, but a few key ingredients come back from one product to the next.
Ginseng and hanbang plants
This is the base of almost every formula. You’ll find ginseng root extract with other traditional plants such as peony, angelica, honeysuckle or rehmannia, for example in the Jinyulhyang Intensive Wrinkle Concentrate serum. These plants are valued for skin that looks suppler and more radiant.
Plants offered to queens, the heart of Gongjinhyang
This is the original line, born with the brand in 2003. It’s made with precious plants that were once offered to queens. It focuses on hydration and comfort, like the Gongjinhyang Elastic Cream.
Pearl extract and niacinamide, for radiance
In the Cheongidan line, pearl extract and niacinamide work on radiance and a more even-looking complexion, with hyaluronic acid for hydration. You’ll find them in the Cheongidan Hwahyun Radiance Cream.
Niacinamide and adenosine: the Bichup formula
The Bichup essence combines niacinamide (radiance), hyaluronic acid (hydration) and adenosine (look of fine lines) with extracts of ginseng, peony, licorice and lotus.
The History of Whoo lines to know
| Line | What for |
|---|---|
| Bichup | The first-step essence, to prep and hydrate |
| Gongjinhyang | The original line: hydration and comfort |
| Jinyulhyang | The red bottles, for the look of wrinkles and fine lines |
| Gongjinhyang Seol | Radiance and a more even complexion |
| Cheongidan Hwahyun | Complete care for mature skin, highly sought after in China |
| Hwanyu and Cheonyuldan | The most high-end products in our selection |
| Gongjinhyang Mi | Makeup: cushions, powders, lipsticks |
| UV and sun care | Everyday SPF50+ protection |
| Whoo Spa | Body and hair |
Which The History of Whoo for your skin?
Pick your need: we give you our favorite product, plus two others to complete it.
Fine lines and first signs of aging
Go for the red Jinyulhyang line: a rich cream, a serum in a tube to target the areas that show lines, and the line’s toner.
Dry skin that lacks comfort
The original Gongjinhyang line: a nourishing cream, its lighter emulsion, and a hydrating toner to start with.
Dull complexion and dark spots
Gongjinhyang Seol, the white radiance line: a cream for the whole face, a targeted treatment for dark spots and the matching toner.
Mature skin, craving the most complete care
Cheongidan, the line that made the brand’s name in Asia: the cream, its eye cream and a concentrated ampoule.
A complete The History of Whoo routine, morning and evening
In the morning
- CleanseThe Gong Jin Hyang Clarifying foam, on damp skin, then rinse with lukewarm water.
- PrepThe Bichup essence, first, on clean skin.
- ToneThe Gongjinhyang toner, patted in with your hands.
- HydrateThe Gongjinhyang emulsion, or go straight to your cream if your skin is dry.
- ProtectThe UV Ultimate sunscreen, or the tone-up sun cushion for an even complexion.
In the evening
- CleanseRemove your makeup, then use the cleansing foam.
- PrepThe Bichup essence, just like in the morning.
- ToneThe Jinyulhyang toner if you want to target fine lines.
- TargetThe Jinyulhyang serum on the areas that show lines, and the Cheongidan eye cream.
- NourishThe Jinyulhyang cream, or the Cheongidan cream for more complete care.
Our tips for using The History of Whoo well
- Start with a single product: the Bichup essence slips into any routine, even alongside products from other brands.
- Stick to one line for the toner, emulsion and cream: the textures are designed to be layered.
- A little cream is enough: about the size of a small pea for the whole face. Warm it between your fingers before applying.
- Pat on eye cream with your ring finger, without rubbing.
- Exfoliate once a week, no more: the Gong Jin Hyang exfoliator is made for that.
- Always finish with SPF in the morning, especially if you use radiance products like Gongjinhyang Seol.
The History of Whoo products are cosmetics, not treatments. Some formulas are fragranced, like the Cheongidan cream: if your skin is very reactive, test on a small area first. If you have redness, spots that change or a skin problem that lasts, ask a dermatologist for advice.
In Seoul, THE WHOO is mostly found in department stores, in the luxury beauty section. Our little ritual at home: the Jinyulhyang massage mask on Sunday evening, applied with upward strokes on the face, just before the cream. For a special occasion, the Hwanyu lotion also makes a really lovely gift.
Love The History of Whoo? Try these too
Frequently asked questions about The History of Whoo
Is The History of Whoo a Korean brand?
Yes. The History of Whoo is a South Korean brand, launched in February 2003 by the LG Household & Health Care group (LG H&H).
Who created The History of Whoo?
There’s no single founder: the brand was created by LG Household & Health Care, one of the big Korean beauty groups. Its teams drew on the beauty secrets of the royal court to develop its formulas.
What does “Whoo” mean?
“Whoo” stands for the character 后, which means the queen, the empress. The brand’s whole world revolves around this royal figure.
Are The History of Whoo and THE WHOO the same brand?
Yes. In 2023, the brand shortened its name to THE WHOO (더후 in Korean). The lines stay the same: Gongjinhyang, Cheongidan, Bichup, Jinyulhyang…
What is The History of Whoo’s signature product?
The Bichup essence, launched in 2009. According to LG H&H, more than 10 million bottles have been sold. In China, it was the Cheongidan line that built the brand’s reputation.
Which The History of Whoo line should I start with?
For a first try, go for the Bichup essence: it slips into any routine. Then Gongjinhyang for hydration, Jinyulhyang for fine lines, Gongjinhyang Seol for radiance and Cheongidan for the most complete care.
Where can I buy The History of Whoo online?
At Ma Petite Corée, you’ll find around sixty THE WHOO products, from cleansers to creams and makeup. We deliver across Europe, directly from our office in Seoul.
Are The History of Whoo products from Ma Petite Corée authentic?
Yes, everything we sell is official and ships directly from our office in Seoul.
Read also
Jihyun, team Ma Petite Corée