Oriental medicinal herbs are combined with natural fermentation; draws attention in the industry as the first such technology in cosmetics

Likely to win the spotlight as it is remarkably effective at skin care and non-irritating

▣ LG H&H will launch SooRyeHan Hyo (“fermentation” in Korean), an Oriental medicine-based cosmetics featuring fermentation techniques rarely used in the industry.

▣ Fermented Oriental medicine-based cosmetics are developed using very scientific techniques. Oriental medicinal herbs are combined with yeast to create a fermentation process, which fortifies the active ingredients in Oriental medicinal herbs to make them more than 20 times more effective and produces new active ingredients.

▣ As is already widely known, fermentation has significant skin improvement effects as small microorganisms break down the molecular structures of Oriental medicinal herbs to allow them to be absorbed deep within the skin more rapidly and more effectively to boost the skin’s defenses.

▣ Over the past two years, LG Cosmetics Laboratory has conducted indigenous research by carefully selecting Oriental medicinal herbs and fermenting them with optimal yeasts.

▣ With its use of this fermentation science, SooRyeHan Hyo is safer and milder on skin than ordinary cosmetics and exceptional at reinvigorating and revitalizing the skin.

▣ Hyun-cheol Shin, brand manager for SooRyeHan at LG H&H, said, “Our fermented Oriental medicine-based line is a strategic product line that will further solidify the position of SooRyeHan’s, which is already number one in the Oriental medicine-based cosmetic market.”

▣ He went on to say, “The world’s first fermented Oriental medicine-based cosmetics are outstanding at improving skin texture, dryness and dullness regardless of users’ age. The products are likely to gain explosive popularity.”

▣ TV commercials for SooRyeHan Hyo are currently being aired. Product spokesmodel Soo-ae conveys the efficacy of “fermentation” cosmetics with great confidence and credibility.

▣ The key ingredients in the fermentation formula used in SooRyeHan Hyo are gyeongokgo and biyeonmongnandan, which are among the top three invigorants used in the royal court. Dozens of active substances used in Oriental medicine are fermented together. Gyeongokgo is condensed with ginseng, Rehmannia root and hoelen, which are Oriental medicinal herbs with anti-aging effects. Records show that it was traditionally used in the royal court for longevity and the prevention of skin aging.

▣ Biyeonmongnandan contains 13 different Oriental medicinal herbs, including dried Angelica root and dried Ligusticum officinale root. Zhao Feiyan, one of the five famous beauties in Chinese history, applied biyeonmongnandan every evening after washing her face with warm water. It is known to brighten skin and prevent aging.

▣ It also contains red ginseng, young antlers, Cordyceps, which is widely known to be of value to the skin, as well as seven Oriental medicine herbs (clove, musk, scabwort, sandalwood, lily of the valley, spikenard and dill fruit) that are used in the royal court for enhancing beauty and as a perfume to maximize its efficacy.

▣ The Sooryehan Hyo line consists of Biyeon Essence, an enriched essence that gives skin a clear and radiant appearance as enriched fermentation Oriental medicine substances remove skin impurities, and Biyeon Cream, an enriched fermentation Oriental medicine-based cream for firming the skin.

▣ Products Sooryehan Hyo Essence (35 ml, 90,000 won) Sooryehan Hyo Cream (60 ml, 100,000 won)