HANYUL, which means “Korean principal of balance”, focuses on combining traditional Korean ingredients with modern skin care science to develop products that capitalise on the benefits of the country’s four-season climate.
The brand’s products will be available online at Sephora US from May 16. At the same time, HANYUL will launch at over 300 Sephora stores across the country, with plans to roll out to more outlets throughout 2025.
“Our products are deeply rooted in Korean heritage and traditional skin remedies, harnessing the power of time-tested ingredients while delivering results backed by science.
“The Sephora launch provides us with an incredible opportunity to introduce HANYUL’s premium yet accessible skin care to a wider US audience, giving consumers access to the transformative power of our authentic Korean beauty solutions,” said Cecilia Park, HANYUL’s head of brand at Amorepacific US.
Additionally, Justin Kim, global brand president of HANYUL, shared that the partnership with Sephora to enter the US market marks a significant milestone for the brand.
“HANYUL has been a beloved brand among Korean skin care consumers for decades. We are thrilled to expand beyond the Korean market, and we are confident that our unique blend of efficacious Korean ingredients and sensorial satisfaction will make HANYUL stand out.”
For the first phase of launch, the products that will be released in-store and online include Yuja Brightening Sleeping Mask, Yuja Brightening Toner Pads, Artemisia Soothing Gel Cream, Red Rice Hydrating Serum, and Red Rice Hydrating Cream.
Two products, namely Artemisia Soothing Toner Pads and Artemisia Soothing Toner, will be sold online only.
In July, Sephora-exclusive minis of the Yuja Brightening Sleeping Mask, Artemisia Soothing Gel Cream, and Red Rice Hydrating Serum will be added to the online line-up.
“We look forward to welcoming this innovative brand to our Sephora community, knowing that their unique solutions for healthy, radiant skin will make a great addition to our growing Korean skin care assortment,” said Brooke Banwart, Senior Vice President of Skincare Merchandising at Sephora.
Embracing the seasons
According to the brand, its dedication to authenticity is not only reflected in its formulations, but also its way of sourcing traceable key ingredients from local farms in Korea.
Each ingredient is harvested during the season in which it is thriving.
For instance, HANYUL’s bestselling Yuja collection, featuring yuja or Korean yuzu, is harvested only in early winter at its peak potency.
A citrus known for its high vitamin C content, yuja is the cornerstone of the Yuja Brightening Sleeping Mask, which claims to have an “award-winning reputation” in Korea.
In addition, the Artemisia range, which uses Korea-grown baby Artemisia vulgaris (mugwort) leaves harvested in spring, is notable for its soothing properties, and is especially popular among those with sensitive and stressed skin.
The Artemisia Soothing Gel Cream, in particular, is a “consistent bestseller” in the domestic market.
In the Red Rice series, the Hydrating Serum and Hydrating Cream contain autumn rice that has undergone 360 hours of fermentation to maximise skin care efficacy. Both products are said to have gained traction in Korea due to their highly moisturising benefits.