■ Opened at Cheongnyangni Lotte multi-complex shopping mall on August 20th with plans to expand to five department stores by year’s end

■ Based on formulas that contain herbal ingredients, prescribed and dispensed by traditional British herbalists

■ Products contain 150-year-old traditional herbal formulas crafted by Scottish herbal clinic, Napiers.

■ Comprised of 44 products, including basic skincare line, The True Cream and Hungarian Water Essence, body line, and men’s line

 

 

 

▣ LG Household and Health Care (LG H&H) is again targeting the department store cosmetics market by releasing the natural herbal cosmetics brand, Belif.

 

▣ Belif will be introduced at five department stores by the end of this year, following an opening in the first-floor cosmetics section at the new Lotte multi-complex shopping mall near Cheongnyangni Station, which opened August 20th. LG H&H plans to secure its presence as a leader in the department store cosmetics market through this latest launch of their fourth high-end department store brand, complementing OHUI, Whoo and su:m.

 

▣ The new Belif store is about 36 square meters, and entered department stores with the same conditions as other world-renowned international cosmetics brands. On August 19th, a ‘Belif Pop-up Store’ spent a month on Garosu Street in Sinsa-dong, serving as a venue to actively promote the new brand, giving potential customers an opportunity to sample Belif’s products for free.

 

▣ The brand name ‘Belif’ originated from the English word ‘believe.’ Belif stands for the ‘trust’ and ‘belief’ that the brand hopes to deliver to its consumers through their ingredients, formula, and quality assurance.

 

▣ Belif was conceived from the herbal recipes and philosophy of Duncan Napier, a respected botanist and herbalist who opened the first herbal shop and clinic in Edinburgh, Scotland, U.K. in 1860. It applies Napier’s 150 year-old original natural herbal formulas to its cosmetics.

 

 

 

▣ In Scotland, known for its natural herbalism, herbal treatments are common as an important form of traditional natural therapy. Additionally, the herbal industry is emerging as a more systematic and professional traditional complementary therapy. This change allows for diagnoses, prescriptions, and formulations to be carried out by professional herbalists with nationally qualified licenses.

 

▣ Napiers’ 150-year history makes it the oldest herb-centered clinic in Scotland. The company maintains traditional herb extraction methods and formulas developed by founder Duncan Napier, and currently operates a chain of herbal clinics across Scotland.

 

▣ Napiers has made public the full ingredient list for its products since 1860 in order to raise the credibility of their proprietary herbal recipes and promote their remarkable natural effects and reduced skin irritation. Belif applies Napiers’ traditional extraction methods and manufacturing formulas to its cosmetic products and fully discloses all ingredients on the front of its packaging, including natural active components and herbal complexes, which are highly effective at moisturizing, brightening, and improving elasticity.

 

▣ Belif has not only employed traditional herbal recipes, but has also developed its ‘True Herbal Formula’ to approach modern skin problems as well. It was created without harmful mineral oil, artificial fragrances or colors, synthetic preservatives or animal-derived ingredients.

 

 

 

▣ Using superior natural herb extracts, it makes the skin appear healthy and smooth. In addition, by using simple containers, removing unnecessary packaging, and selling within a reasonable range of KRW 10,000 to 60,000, it can be considered a practical, daily-use, natural herbal cosmetic.

 

▣ Belif’s line consists of about 44 products including five types of herbal cleansing formulas, three types of herbal extract toners, three types of moisturizers, three types of essences, three types of creams, one eye cream, four specialized products, two types of sunscreens, two types of B.B. creams, six types of masks, six body line products and five products for men.

 

▣ In particular, Belif’s ‘The True Anti-Aging Essence’ protects skin and leaves it radiant by retaining moisture through double layers of Calendula’s ultra-hydrating whipping cream—the fruit of Napiers herbal research, excellent for calming and moisturizing irritated skin—and super-potent antioxidants from Amazonian acai berry.

 

▣ Also notable is Belif’s ‘The True Cream – Moisturizing Bomb,’ which is inspired by the practice of treating the damaged and cracked skin of Edinburgh’s farmers with an ointment consisting of marigold, red clover, and poke root. Containing all these essential herbs for moisturizing, it keeps the skin soft and supple for hours.

 

▣ Belif’s ‘Hungarian Water Essence’ was inspired by the legendary ‘Hungarian Water’ that allowed Hungarian Queen Elizabeth to maintain her beauty far into old age. Based on a moisturizing formula created by applying Hungarian Water to natural herbs including rosemary and lavender, this water-type essence is enjoying popularity by transforming aged, dull skin into healthy-looking skin glowing with youth.

 

▣ Yu-jeong Na, Belif merchandizer at LG H&H said, “Belif contains the original herbal formulas of Napiers, an herbal clinic and shop in Scotland. It is even more distinguished in that it is made with the ingredients prescribed and dispensed by Napiers professional herbalists. It will break new ground in the department store natural cosmetics market.”

 

▣ Belif Product Line-up

 

 

. Three Types of Toners

Belif Eucalyptus Herbal Extract Toner/Bergamot Herbal Extract Toner/Witch Hazel Herbal Extract Toner

 

. Three Types of Essences

Belif The True Anti-Aging Essence/Hungarian Water Essence/De-Wrinkle Treatment Essence

 

. Three Types of Moisturizers

Belif Oil-Control Moisturizer Fresh/Milky Moisturizer Hydra Balancing/Creamy Moisturizer Deep Moist

 

. Three Types of Creams

Belif The True Cream-Moisturizing Bomb/Aqua Bomb 50ml, KRW 38,000/De-Wrinkle Treatment Cream

 

. Five Cleansing Products

Belif Crystal Cleansing Foam Fresh/Creamy Cleansing Foam Moist/Cleansing Oil Fresh/Cleansing Gel Oil Enriched/Gentle Cleansing Emulsion

 

. Four Types of Special Line Products

Belif Anti-Mark Correction Serum/The True Facial Oil/Tea Tree Oil/The Balm Almighty

 

. Eye Cream

Belif Moisturizing and Firming Eye Cream

 

. Two Sunscreen Products

Belif UV Protector Multi Sunscreen (Whitening and sun protection)

Belif UV Protector Fresh Sunscreen

 

. Three Types of B.B. Creams

Belif Tinted Moisturizer Basic B.B./ Powdery B.B./Waterdrop B.B.

 

. Five Men’s Products

Belif Manology 101 Facial Cleansing Foam/Alcohol-Free Toner/Essential Moisturizer/ Energizing Body Wash/Energizing Body Emulsion

 

. Six Types of Masks

Belif First Aid – Deep Pore Care Mask/Aqua Rush Mask/Overnight Skin Regeneration Mask/Overnight Brightening Mask/Overnight Anti-Wrinkle & Firming Mask/Anti-Hangover Soothing Mask

 

. Six Body Line Products

Belif Delightful Refreshing Body Wash/Delightful Body Moisturizing Emulsion/ Delightful Body Balm/Delightful Body Oil/Velvety Coat Hand Cream/Sugar Coat Lip Balm