OHUI is a premium South Korean skincare and cosmetics brand established in 1997 under LG Household & Health Care (LG H&H). Positioned at the intersection of advanced skin science and luxury Korean beauty, the brand specialises in anti-aging and high-performance formulations. Currently, OHUI defines itself as a “DE-AGING SOLUTION” brand, focusing on understanding individual skin changes over time and developing targeted interventions rather than generic prevention.1

LG H&H lists OHUI as one of its major beauty brands alongside THE WHOO, SU:M37°, VDL, CNP and belif.2

Key Information

The identity of OHUI is rooted in traditional East Asian aesthetics. According to the brand’s history, its name and visual identity were inspired by Dancheong, the traditional decorative painting found on Korean wooden architecture. Dancheong utilises five primary colours—blue/green, red, black, white and yellow—whose harmonious combination symbolises balance in Eastern philosophy, including yin-yang and the Five Elements.3

This concept of harmony informs the brand’s broader beauty philosophy, which seeks to balance science, nature, skin health and aesthetics. In specific markets such as Vietnam, the brand has also explained the name as evoking the positive exclamation “O” combined with “HUI” (representing the sound of a whistle), signifying excitement and positive transformation.3

Conceptually, OHUI integrates Korean aesthetic heritage with modern skin science and premium beauty standards.

Foundation and Early Research (1997–2002)

OHUI was launched in 1997 by LG Household & Health Care during a period when Western cosmetic brands were gaining significant influence in South Korea. Recognising an opportunity to address local needs, LG H&H invested in research specifically suited to Asian skin physiology rather than adapting Western concepts. This marked the beginning of the brand’s dedicated skin-science research.16

By 2002, OHUI had solidified its identity as a specialised skincare brand emphasising plant-derived ingredients and research-based solutions. This era distinguished OHUI from general makeup labels, establishing it as a science-oriented premium cosmetics brand.17

Expansion into Luxury and Biotechnology (2007–2015)

A pivotal moment occurred in 2007 with the introduction of OHUI The First, a high-end basic skincare line designed for premium department store customers. Utilising advanced bioscience technology and ingredients such as StemSP, this collection positioned the brand firmly within the luxury skincare segment.18

In 2010, LG H&H launched the Cell Power No.1 Essence, featuring recombinant stem-cell-medium concentration technology. Targeted at aged and damaged skin, this product reinforced OHUI’s commitment to using advanced biotechnology and laboratory research as core pillars of its premium positioning.

Around 2015, the brand began placing greater emphasis on the sensory and artistic experience of its products alongside functional results. By highlighting carefully selected natural ingredients, proprietary technologies and refined product design, OHUI sought to distinguish itself from purely clinical skincare brands.4

Modern Era: De-Aging Solutions

In recent years, OHUI has evolved its philosophy towards “de-aging.” Rather than viewing aging solely as a condition to be prevented, the brand approaches it as a complex, individualised process. The current strategy involves studying how skin changes, identifying underlying aging factors and developing targeted solutions to improve visible skin conditions.1

Research capabilities serve as a primary asset for OHUI. According to official brand materials, the company has accumulated a proprietary database referred to as the “Bio Archive,” comprising:

• Over 60,000 individual skin-gene analyses
• 830,000 efficacy-material data points5

The stated research methodology follows a “PROVEN” approach: AI-based ingredient selection, followed by in-vitro cellular evaluation and in-vivo human evaluation.5 These figures represent the brand’s internal research database and validation processes.

OHUI organises its portfolio into distinct skincare systems targeting specific concerns, alongside makeup and special collections.6 While historically associated with premium anti-aging, the range encompasses hydration, brightening and complexion care.

The First

OHUI The First represents the brand’s most prestigious skincare family. Launched in 2007 as a premium department store collection, it focuses on intensive anti-aging and rejuvenation through biotechnology-oriented formulations.18 It targets consumers seeking high-end, comprehensive skin renewal.

Miracle Moisture

The Miracle Moisture line is centred on hydration and skin-barrier reinforcement. Formulated with the Chiffon Ceramide Complex™, this collection aims to strengthen the moisture barrier and improve skin texture. The lineup includes creams, toners, emulsions, ampoules and moisturising sets.7

Miracle Toning

Focusing on radiance and uneven skin tone, the Miracle Toning collection features the Glow Toning Complex™. Key ingredients cited in brand materials include Vitamin C, Hyaluronic Acid and V-AHA.8

Prime Advancer

Prime Advancer serves as a comprehensive anti-aging line that bridges standard moisturising skincare and the ultra-premium The First range. It targets firmness, vitality and overall skin condition.

Extreme White

The Extreme White line addresses pigmentation and uneven tone. Products such as the Extreme White Niacinamide 10% TX MelaToning Cream are positioned to target melasma, dark spots and recurring pigmentation issues.9

Makeup

OHUI’s makeup portfolio integrates cosmetic coverage with skincare benefits, reflecting a broader K-beauty trend. Products like the Ultimate Cover Denier Pact are marketed as dual-function solutions offering both complexion coverage and care for pigmentation concerns.10

Within the Korean premium beauty market, OHUI occupies a distinct niche defined by scientific rigour rather than traditional herbalism or minimalism.

Comparison with THE WHOO

Both OHUI and THE WHOO are premium brands under LG H&H, yet they serve different consumer psychographics. OHUI emphasises modern skin science, biotechnology, functional ingredients and individualised de-aging solutions with sophisticated aesthetics. In contrast, THE WHOO builds its identity on Korean royal court heritage, traditional oriental medicine concepts and ritualistic luxury storytelling.11

Essentially, OHUI represents modern Korean skin science, while THE WHOO embodies traditional Korean luxury beauty.

Historically, OHUI targeted consumers concerned with fine lines, loss of firmness, dryness and dullness who were willing to invest in multi-step, high-end skincare routines. Under the current “de-aging” framework, the target audience has broadened to include individuals whose skin aging varies based on lifestyle, biological characteristics and specific skin conditions, rather than age alone.12

OHUI’s visual identity combines Korean elegance with scientific sophistication. Avoiding aggressively clinical pharmaceutical aesthetics, the brand employs elegant packaging, metallic details, refined typography and sophisticated colour palettes. This presentation is intentional, positioning products as luxury beauty objects as well as functional treatments. This focus on the emotional and artistic experience of product ownership became particularly explicit from 2015 onwards.13

Global Presence

While originating in South Korea, LG H&H has pursued international expansion for OHUI across markets including China, Vietnam, Indonesia, India, the United States, Europe, Australia and Russia.14 In its domestic market, OHUI maintains a strong association with department stores and premium beauty retail channels.15

Relationship with LG H&H

OHUI operates as a brand within LG Household & Health Care, a major South Korean consumer goods conglomerate spanning beauty, personal care, household products and health-related items. This corporate structure provides OHUI with access to extensive R&D infrastructure, formulation technology, manufacturing capabilities and global distribution networks.16

• 1997: OHUI founded; begins skin-science research.16
• 2002: Expands research-driven, plant-based skincare positioning.17
• 2007: Launch of OHUI The First, entering the high-end department store segment.18
• 2010s: Increased emphasis on combining science, natural ingredients and sensory design.4
• 2020s: Identity reorganised around advanced anti-aging and de-aging skincare.
• 2026: Brand identity centred on “OHUI DE-AGING SOLUTION,” supported by claimed databases of over 60,000 skin-gene analyses and 830,000 efficacy data points.5

OHUI is characterised by six key reputational pillars:

1. Skin Science: Significant emphasis on research and cosmetic technology.
2. Anti-aging / De-aging: The brand’s strongest current market positioning.
3. High-end Skincare: Primary identity lies in premium skincare rather than colour cosmetics.
4. Technology-driven Formulations: Historical promotion of biotechnology and proprietary complexes.
5. Korean Premium Beauty: Distinctly Korean but with a modern, scientific visual language.
6. Premium Gifting: Sophisticated packaging makes the brand prominent in the gift set market.

Ultimately, OHUI functions as LG H&H’s science-oriented premium skincare brand. Its evolution from advanced Korean skincare to biotechnology-focused care and finally to holistic de-aging solutions distinguishes it from competitors relying solely on natural ingredients or minimalist trends. The brand’s identity remains closely tied to long-term research into skin aging and the parent company’s technological capabilities.

1. OHUI 오휘│ DE-AGING SOLUTION BRAND
2. OHUI 오휘│ DE-AGING SOLUTION BRAND
3. Lịch Sử Thương Hiệu Mỹ Phẩm Cao Cấp Hàn Quốc – OHUI
4. OHUI 오휘│ DE-AGING SOLUTION BRAND
5. News&Event > Press Release | LG H&H Co., Ltd. _ Healthy & Beautiful
6. News&Event > Press Release | LG H&H Co., Ltd. _ Healthy & Beautiful
7. OHUI 오휘│ DE-AGING SOLUTION BRAND
8. OHUI 오휘│ DE-AGING SOLUTION BRAND
9. OHUI 오휘│ DE-AGING SOLUTION BRAND
10. OHUI 오휘│ DE-AGING SOLUTION BRAND
11. OHUI 오휘│ DE-AGING SOLUTION BRAND
12. OHUI 오휘│ DE-AGING SOLUTION BRAND
13. OHUI 오휘│ DE-AGING SOLUTION BRAND
14. OHUI 오휘│ DE-AGING SOLUTION BRAND
15. OHUI 오휘│ DE-AGING SOLUTION BRAND
16. BEAUTIFUL >오휘 | LG생활건강 _ Healthy & Beautiful
17. BEAUTIFUL >오휘 | LG H&H Co., Ltd. _ Healthy & Beautiful
18. Mỹ Phẩm OHUI Hàn Quốc Chính Hãng Tại Việt Nam | OHUI