A partnership between L’Oréal Groupe, Hotel Shilla and Anchor Equity Partners has seen the introduction of SHIHYO to the market.
L’Oréal Groupe, together with Hotel Shilla and Anchor Equity Partners, is launching a newly created luxury beauty brand ‘SHIHYO’ through Loshian, a third-party joint venture. This is the first time L’Oréal is launching a new beauty brand through a joint venture.
SHIHYO, which means “the wisdom of time,” is a newly created skincare beauty brand inspired by the Asian wisdom of the 24 seasons. SHIHYO embodies the healthy energy of nature, powered by herbal sciences.
Cyril Chapuy, President of L’Oréal Luxe, said; “L’Oréal LUXE is very pleased to announce the launch of SHIHYO through a partnership with Hotel Shilla and Anchor Equity Partners. Rooted in exceptional traditional wisdom and knowledge of naturality, SHIHYO represents the epitome of Asian luxury beauty. Empowered by science, SHIHYO delivers the highest skincare quality thanks to its signature patented ingredient, offering the most elevated luxury beauty experience.”
In-Gyu Han, COO of Hotel Shilla, said: “SHIHYO is a luxury beauty brand that brings out the best of naturality and efficacy with seasonal ingredients directly sourced from local farmers in Korea. With our rich retail expertise married with L’Oréal’s strong brand-building capabilities, we believe SHIHYO will elevate the desire for natural, luxury beauty in Asia.”
Sanggyun Ahn, Managing Partner of Anchor Equity Partners, said: “We are glad to join this partnership to support the growth of the most unique brand in Asia and globally. We have full confidence that SHIHYO will meet the discerning consumers’ needs with new luxury beauty routines.”
