THE WHOO

THE WHOO is a luxury Korean skincare brand created in 2003 by LG H&H (LG Household & Health Care), one of South Korea's largest beauty groups. For twenty years it was called The History of Whoo, or “The History of 后”. In 2023 the group shortened the name to THE WHOO, while keeping the 后 character on its packaging. From day one, the brand positioned itself as “royal court cosmetics”: its formulas draw on the beauty secrets once used by queens at the Korean royal court. It worked. According to LG H&H, the brand's cumulative net sales passed 20 trillion won in March 2025, making it one of the best-known names in luxury Korean beauty, especially in China and across Asia.

Each THE WHOO line has its hero ingredient and its goal:

• Bichup: home of the Bichup Self-Generating essence, launched in 2009. It combines three court recipes (Gongjinbidan, Gyeongokbidan and Cheongsimbidan) and has sold over 10 million bottles, according to the group.
• Cheongidan: launched in 2010 and renewed in 2023, it targets radiance and signs of aging; its latest formulas feature the active Chlorogen™.
• Gongjinhyang: the firming line, built around Gong Jin Solution™, which comes from the brand's research on the royal Gongjindan recipe. It branches out into Gongjinhyang Seol (brightening), Gongjinhyang Soo (hydration) and Gongjinhyang Mi (makeup).
• Jinyulhyang: red wild ginseng, from root to leaf, for hydration and fine lines.
• Hwanyu: the high-end wild ginseng line, launched in 2006.
• Cheonyuldan, Royal Regina and Whoo Spa round out the range, with Whoo Spa covering body and hair care.

Start with what you want to improve. For firmness, Gongjinhyang is the most complete line, with the Gongjinhyang Elastic Cream and the Gongjinhyang Elastic Eye Cream. For fine lines and dry skin, try Jinyulhyang and its red wild ginseng, for example the Jin Yul Hyang Anti-Wrinkle Enriching Cream. For dull skin, go for Cheongidan, or the brightening Gongjinhyang Seol branch with the Gong Jin Hyangseol Whitening Jingo Spot for dark spots. If your skin is sensitive, add one new product at a time and patch-test it first. In the morning, don't skip sunscreen: the UV Ultimate Anti-Wrinkle Sun slots easily into an anti-aging routine.

See the full selection on the THE WHOO page, or shop by category: creams, essences, toners, eye care and sunscreens. If you're shopping for mature skin, THE WHOO is a great place to start. And if you love luxury Korean skincare, take a look at Sulwhasoo, another big name in Korean herbal beauty.

THE WHOO talks about “royal court skin science”. In practice, its researchers study old court texts and recipes to rediscover herbal combinations, then rework them with the group's modern technology. Think of it as hanbang, Korea's herbal beauty tradition, done the luxury way. The brand sums up its philosophy as balance and harmony between tradition and modern life. The other THE WHOO signature is the look: gold or lacquered bottles, sculpted caps and patterns inspired by royal heritage. Each product feels like a small precious object you'll happily leave out on your vanity. For you, that means rich textures, refined scents and routines designed as a complete ritual rather than a single step.

At Ma Petite Coree, the most popular THE WHOO picks of the last few months are the Cheongidan Hwahyun Radiance Cream, the Gong Jin Hyang Seol Whitening Tone Up Sun Cushion SPF50+PA++++ and the Cheongidan Hwahyun Radiance Eye Cream. The Bicheop Seft-Growing Essence and the Jinyulhyang Intensive Wrinkle Concentrate complete the top list, alongside the Whoo Spa Body Cream. For makeup, the Essential Lip Glow Balm leads the way.