Happy birthday!

Happy birthday!

SOCIAL & LIFESTYLE
Happy birthday!
Harudee Vorapongpisut. Sulwhasoo

South Korea's counterpart to the US's Estee Lauder Group and France's L'Oreal Group, Amorepacific was established in an office in Thailand four years ago along with the launch of the upscale Sulwhasoo cosmetics label.

The K-Beauty rage was previously driven by brands presenting cute packaging to attract a young audience. Sulwhasoo differs with pricier products in elegant bottles and jars for the luxury segment.

Its success in Thailand was highlighted in the fourth anniversary celebrations held last week at Mandarin Hotel, Bangkok Royal Ballroom.

Harudee Vorapongpisut. Sulwhasoo

"Thailand is an important market in this region as women invest in maintaining youthful-looking skin," said brand general manager Harudee Vorapongpisut. "As the fastest-growing Asian market for Sulwhasoo, Thailand has the highest sales volume among Asean countries."

Harudee has been in the beauty industry for more than two decades, of which she has seen the increasing popularity of natural skincare products. Sulwhasoo takes it to the next level by being a holistic beauty brand.

"The formulation is based on natural ingredients used in traditional Korean medicine, combining that with Amorepacific modern research to offer skincare products that promote holistic beauty," she said.

The knowledge in herbal ingredients comes from "Donguibogam", an encyclopaedia from the Joseon era meaning "The Principles And Practice Of Eastern Medicine", currently listed on Unesco's Memory of the World Register.

According to the Donguibogam, women experience physical changes in seven-year cycles. The resulting yin-yang imbalance accelerates the skin ageing process which can be restored by Sulwhasoo's Jaum Balancing Complex derived from five Korean herbs and a meticulous 18-hour process.

The signature ingredient is featured in the upgraded First Care Activating Serum EX and Essential EX product range, the latter launched at the fourth anniversary event, titled The Essential Night 2016.

Other native plants such as ginseng and red pine provide anti-ageing ingredients for the Ginseng Renewing formulas and Timetreasure EX line.

"Steeped in Asian tradition, the skincare products and rituals relate well to Thai women. This has contributed to the success of Sulwhasoo, whose aim is to help modern women achieve holistic beauty through a balance in outer appearance and inner spirit," she said.

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