<Sulwhasoo First Care Activating Serum (Left) / Sulwhasoo Concentrated Ginseng Rejuvenating Cream (Right)>

Global luxury beauty brand Sulwhasoo has officially launched on 'Cult Beauty,' the United Kingdom's leading online beauty platform. Leveraging the UK as a strategic foothold, Sulwhasoo intends to accelerate its expansion into the European market, systematically fortifying its foundation for global growth.

The United Kingdom is a market characterized by a sophisticated luxury consumer base with a deep appreciation for beauty culture and brand values, serving as a vital strategic hub connecting Europe and the Middle East. By selecting Cult Beauty as its inaugural partner, Sulwhasoo aims to amplify its engagement with local clientele and solidify the framework for brand expansion throughout Europe.

Cult Beauty is an online platform renowned for its rigorous curation philosophy of carrying only products of genuine value. By applying multifaceted evaluation criteria—including brand narrative, product efficacy, and sustainability—it has cultivated an unparalleled level of consumer trust in its brand selections.

A representative from Cult Beauty remarked, "We are delighted to introduce Sulwhasoo, a brand that epitomizes the efficacy and heritage of Korean luxury skincare, to our UK customers. We look forward to more customers experiencing the true essence of 'Holistic Beauty' as conveyed by Sulwhasoo."

Sulwhasoo begins its journey with UK consumers by showcasing its iconic bestselling Korean products, First Care Activating Serum and Concentrated Ginseng Rejuvenating Cream. The First Care Activating Serum features Sulwhasoo's proprietary JAUM Activator^™ and Lymphanax^™—a ginseng ingredient naturally aged over 500 hours—offering preventative care that manages the skin's fundamental rhythms before visible signs of aging take hold. The Concentrated Ginseng Rejuvenating Cream is a high-performance anti-aging solution that has ranked as the leading seller in Korea's anti-aging cream category for ten consecutive years. Infused with Ginsenomics^™—a rare ginseng saponin enriched to 6,000 times the concentration of ordinary ginseng—and ginseng-derived peptides, it strengthens the skin's innate self-renewal ability to achieve firm, high-density skin.

Following its debut on Cult Beauty, Sulwhasoo plans to expand its brand touchpoints by exploring potential collaborations with physical retail channels within the UK. A Sulwhasoo representative stated, "The UK represents a strategic point of departure for our expansion into the European market. This launch serves as a significant milestone in our global growth strategy, bridging our reach into both Europe and the Middle East."

Since its initial international foray into Hong Kong in 2004, Sulwhasoo has expanded its presence into major global markets including the United States, China, Canada, Australia, and India. It currently stands as Korea's representative luxury beauty brand across 13 global markets.