THE WHOO is a global cosmetic brand, well-loved not only in Korea, but also in China, Japan and the United States. Traditional Korean royal culture is revived with modern science to create the most precious aesthetic beauty. Products of the brand is designed to convey modern cosmetic virtues while embodying regal beauty and royal court mystique with the line of Oriental beauty.
THE WHOO pursue beauty that rises from the depths of our existence — the kind of beauty found in elegant balance and refinement, as it elegantly surfaces instead of being forced deliberately, and as we focus on authenticity rather than superficiality.
The aesthetic being pursued by THE WHOO is based on ancient wisdom originating in the historical record of the Three Kingdoms of Korea: “Frugal but not shabby, splendid but not extravagant 「儉而不陋，華而不侈」.”
THE WHOO implements authentic luxury based on the wisdom and heritage it discovered in Korean court culture.
THE WHOO’s luxury starts with balance and harmony.
THE WHOO reinterprets modern beauty inspired by Korean tradition and finds harmony in raw materials and ingredients to create optimal results and processes for achieving balance in life. These are THE WHOO’s keywords applied to the brand’s philosophy and the user’s experience of products.
Transcending generations and connecting tradition and modernity, the philosophy of THE WHOO manifests through its unique aesthetic.
THE WHOO discovers modernity from the past, adds contemporary values, and reinterprets them in a way unique to the Brand. The value that THE WHOO aims to deliver is the essence found in the heritage of Korean court culture, which is based on the perfect harmony of balanced beauty and Ten Thousand Things and the philosophy behind the ancient maxim “Frugal but not shabby, splendid but not extravagant.”
The Whoo’s global ambassador, actress Kim Ji-won created a powerful synergy between luxury heritage and modern star power.
“I want to balance my daily life and My job as an actor, that's why I'm trying to make it harmonious.”
The Whoo and Kim Ji Won having a common value, which the brand that pursues the aesthetics of balance and harmony and share similar aspect values in life.
THE WHOO tenaciously analyzed countless ancient documents and literature to learn about the ingredients and their balanced ratios, capturing the wisdom of ancestors reinterpreted through modern science and technology.
The Hanbang theory on skin developed exclusively by THE WHOO is the brand’s criteria for authentic luxury in pursuit of a harmonious life beyond external beauty.
