SOORYEHAN: LG H&H's Premium Korean Hanbang Brand

In the premium portfolio of LG Household & Health Care, a Korean cosmetics giant, one brand holds a special place: Korean hanbang herbology. This hanbang house is part of the great Korean medicinal tradition with formulations focused on traditional plants, fermented ginseng, and rare botanical extracts. Less internationally known than The History of Whoo, SOORYEHAN is nonetheless a reference for accessible luxury in Korea.

At Ma Petite Corée, we know SOORYEHAN well. We import this brand directly from South Korea, through a short supply chain verified with authorized distributors. Our Franco-Korean team based in Seoul carefully selects every new product. In this article, we break down SOORYEHAN’s DNA to help you understand what makes it unique in the bustling world of K-beauty. History, scientific signature, flagship products, usage tips, routine rituals: you’ll know everything before embarking on the SOORYEHAN adventure. Enjoy your reading.

SOORYEHAN: accessible hanbang tradition at LG Household

SOORYEHAN was created by LG H&H to offer an accessible alternative to their ultra-luxury prestige brand The History of Whoo. The brand targets a broader audience who want to enjoy the Korean hanbang tradition without royal house prices. The price positioning remains premium but more democratic, making it a relevant choice to discover traditional cosmetics.

SOORYEHAN formulations draw from the archives of traditional Korean medicine. Hanbang, the Korean equivalent of traditional Chinese medicine, uses hundreds of medicinal plants documented for centuries. LG H&H laboratories have selected the most effective in cosmetology and combined them with modern technologies to maximize their bioavailability.

Today SOORYEHAN offers several collections, each centered on a key plant: Bichun (focused on lotus and peony), Ja Yoon (fermented black ginseng), Bogan (precious roots). This approach allows targeting different skin concerns while staying true to the hanbang heritage. The brand is mainly distributed in Asia but is beginning to appear in specialized Western markets. To learn more, visit LG Household & Health Care.

Fermented ginseng and Korean medicinal plants

SOORYEHAN's scientific signature is based on its expertise in medicinal plant fermentation. The LG H&H laboratory has developed controlled fermentation processes that increase the bioavailability of botanical actives. Fermented black ginseng, for example, contains up to 20 times more active ginsenosides than regular ginseng.

The Bichun line is emblematic of this approach. It combines extracts of fermented lotus and white peony, two plants symbolic of purity and beauty in Korean tradition. Lotus provides hydration and soothing, white peony brightens and evens the complexion. Together, they create a gentle and radiant anti-aging synergy.

The Ja Yoon line goes further with fermented black ginseng and other precious roots (Chinese angelica, astragalus). These active ingredients target mature skin with effects on firmness, wrinkles, and cellular vitality. The textures are sensory, luxurious, with subtle fragrance notes reminiscent of traditional Korean tea houses.

Always check the freshness of your K-beauty products. In Korea, the expiration date is written in year/month/day format, and the manufacturing date is also on the packaging. A product stored too long loses effectiveness, even if unopened. At Ma Petite Corée, we systematically check these dates to guarantee fresh batches for you.

SOORYEHAN's flagship products

SOORYEHAN is organized around several iconic collections. Here are the references that best embody the spirit of the brand.

The Bichun Moisturizing Cream is the flagship product of the eponymous line. This moisturizing and anti-aging cream combines fermented lotus, white peony, and hyaluronic acid for an overall effect on youthful skin. Its melting texture absorbs quickly, leaving skin plumped, radiant, and soothed. Suitable for all skin types, even sensitive.

The Bichun Essence is a key step in the SOORYEHAN routine. This watery essence enriched with fermented extracts prepares the skin for the following treatments while providing deep hydration. Use generously after toner, with a tapping massage to activate microcirculation.

The Ja Yoon Anti-Aging Cream targets mature skin with an intense fermented ginseng formulation. Expression lines gradually fade, firmness strengthens, overall radiance intensifies. A 2-month treatment reveals visible results, confirmed by clinical tests conducted by LG H&H laboratories.

SOORYEHAN for whom? Accessible hanbang luxury

SOORYEHAN is for fans of traditional K-beauty who want the hanbang experience without the prestige prices. If you’re curious to discover ancestral Korean cosmetics but hesitate because of The History of Whoo’s prices, SOORYEHAN is the ideal entry point. The formulation quality remains excellent, with all the expertise of LG H&H behind it.

Skin from 35-40 years old fully benefits from the brand’s anti-aging approach. The Bichun range suits skin beginning to show signs of fatigue (dullness, slight loss of firmness). The Ja Yoon range targets more pronounced issues: established wrinkles, firmness to restore, dull complexion. Dry to very dry skin will especially appreciate the rich, nourishing textures.

Building your SOORYEHAN routine

A complete SOORYEHAN routine follows the principles of traditional K-beauty. In the morning: gentle cleansing, Bichun Balancer (toner), Bichun Essence, targeted serum (Bichun or Ja Yoon depending on age), Moisturizing Cream, sunscreen. In 5-6 steps, you get a full prestige routine.

In the evening, favor a double cleanse (cleansing oil then foam) before starting the routine. Apply the Bichun Essence generously, then serum, then cream. Once a week, include the Bichun Mask for an intense boost. Very mature skin can add the Ja Yoon Anti-Aging Cream as a targeted application on the most marked areas (eye contour, nasolabial folds).

K-beauty routines may seem complex, but they follow a simple logic: cleanse, prepare, treat, hydrate, protect. Adjust the number of steps to your time and skin. It’s better to do 4 steps regularly than 10 steps abandoned after a week. Consistency is the key to success in Korean skincare.

Our SOORYEHAN selection at Ma Petite Corée

At Ma Petite Corée, we select SOORYEHAN products with the utmost care. All our products come directly from South Korea, through a short supply chain, with systematic verification of authenticity and manufacturing dates before shipping. Our team tests new products on site in Seoul before offering them to our European customers. Here is our favorite selection to discover the brand or complete your current routine, chosen from the best SOORYEHAN products based on value for money and formula relevance.

Why buy SOORYEHAN from Ma Petite Corée?

Buying Korean products in Europe can come with unpleasant surprises. Counterfeits on general marketplaces, expired or poorly stored products, damaged packaging: the risks are very real for uninformed consumers. At Ma Petite Corée, we import every SOORYEHAN product directly from South Korea, without dubious intermediaries. Our team based in Seoul checks each batch to guarantee authenticity, freshness, and packaging integrity before every shipment.

We also offer products that are still rarely distributed in France and Europe. New Korean launches premiered in Seoul, seasonal limited editions, formats exclusive to the Asian market: our catalog is constantly expanding. Our Franco-Korean team tests each product on site in Seoul before offering it to our European customers, prioritizing products that have proven popular with the local K-beauty community.

SOORYEHAN offers a beautiful introduction to Korean hanbang luxury without compromising on formulation quality. Find the entire SOORYEHAN range on Ma Petite Corée and discover why K-beauty continues to captivate millions of enthusiasts worldwide, from Seoul to Paris and New York.

— Sora, Ma Petite Corée team