Sulwhasoo is a holistic luxury South Korean beauty brand with Asian wisdom and its first herbal cosmetic product was called ABC Ginseng Cream.

From this cream spawned a wide range of beauty products under the Sulwhasoo brand. The brand heritage started in 1966 when it was created by Suh Sung-hwan.

Sulwhasoo – launched in 1997 – globally promotes the value of holistic beauty with the legendary ingredient such as the Jaum Balancing Complex and Korean ginseng, with its cutting-edge technology.

The brand has never had a muse until now.

Sulwhasoo recently introduced South Korea’s leading actress Song Hye-kyo as its muse to a group of Asian media in Seoul.

Earlier this year Song, who was the face for Laneige, wrote on her Instagram, “I’m so grateful for the amazing 10 years relationship with Laneige built over trust and love! And now I am excited to start this new journey with Sulwhasoo.”

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Song Hye-kyo being introduced to Sulwhasoo products at the brand’s flagship store in Seoul. Photo: Sulwhasoo

Sulwhasoo is manufactured by Amorepacific Group, a South Korean beauty conglomerate that also owns Laneige, innisfree, Etude House and Mamonde, among others.

Song, 36, is the driving force behind the global popularity of Korean culture as the gifted actress is highly praised for her work in hot Korean dramas such as Descendants of the Sun; That Winter, The Wind Blows and Worlds Within.

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Song Hye-kyo (second from left) chilling out with her co-stars from Descendants of the Sun. Photo: Song Hye-kyo Instagram

She married South Korean actor Song Joong-ki, her co-star in Descendants of the Sun, in a well publicised wedding last October.

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Song Hye-kyo embracing Song Joong-Ki in a scene from the Descendants of the Sun, and thinking “He’s definitely husband material.” Photo: Song Hye-kyo Instagram

Sulwhasoo said Song is a versatile actress with incredible charm who can communicate the brand’s heritage in an inspiring way. The timeless beauty and elegance of Song, the darling of the Asian audience, is expected to add a new dimension to Sulwhasoo. Sulwhasoo – meaning phenomenal snow flower in Korean – takes inspiration from the beauty of plum blossoms blooming in the snow.

On a chilly morning the group of Asian media gathered at the stunning five-storey Sulwhasoo flagship store in Gangnam for a press conference with the star. The experience was like meeting royalty – in fact, Song is considered royalty in the South Korean entertainment industry. At 161cm, Song is petite and pretty with flawless complexion and she wore a pastel pink two-piece dress with her hair tied in a ponytail.

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Song Hye-kyo trying out Sulwhasoo’s skincare at the brand’s flagship store in Seoul. Photo: Sulwhasoo

The press conference was hosted by Adrien Lee, a popular Korean-French TV and radio personality, where he asked Song six questions – picked from questions submitted by the media earlier. Unfortunately, no photography or video recording was allowed except by specific photographers. Cameras clicked furiously and in under two minutes Song’s 1.8m black-suited bodyguard bellowed “kamsahamnida” (thank you in Korean), and with that she promptly left.

So, no, we didn’t have the chance to approach or get a quote from her within the store, and sadly no, there was no sighting of Song Joong-ki! It all happened in the blink of an eye but you have to admire Korean efficiency in orchestrating an event with clockwork precision.

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Song Hye Kyo poses for a photocall prior to the Christian Dior’s fashion show during the 2018 Spring/Summer Haute Couture collection in January in Paris. Photo: AFP

Song Hye-Kyo’s Take On Beauty

As the muse for Sulwhasoo, you are an inspiration to women all over the world. What do you think is so inspiring about you?

I feel beauty wells up from deep within, when I have a positive mindset, maintain a work-life balance and take things in my stride. Sulwhasoo is such a trusted and beloved brand in Korea and abroad. As the brand’s muse, I hope I can channel Sulwhasoo’s natural and harmonious beauty.

What makes “Beauty from Asian Wisdom” so special?

According to Eastern philosophy, everything is organically related to form an entirety. It gives an insight that beauty is more than the sum of outer appearances, guiding us to achieve the ultimate beauty by harmonising the inside and the outside. People often say the face mirrors what goes on in the mind. I set my mind to see things positively and smile a lot. I believe what makes “Beauty from Asian Wisdom” so special is the belief that true beauty is achievable by creating a harmony between internal and external factors.

If you had to choose between inner and outer beauty, which would you choose and why?

It would be very difficult to choose. As I just mentioned, ultimate beauty is shaped when the internal and external factors come together to become harmonious.

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As South Korea’s darling actress Song Hye-kyo lands the cover of Vogue Korea recently. Photo: Song Hye-kyo Instagram

What aspect of the brand philosophy is most appealing to you?

Sulwhasoo has solid values and a reliable presence since its beginning. Also, the brand’s ability to interpret traditional beauty in a contemporary context, and communicate this value to customers. I believe creating harmony between the past and the present is more important than blindly holding on to the past. Sulwhasoo highlights the beauty of traditional culture that often goes unnoticed and makes it relatable today.

You’ve always had such beautiful skin that looks stunning even without makeup. Can you share your beauty tips?

Three years ago I started doing yoga. Through yoga I’m able to focus on my body and myself, and the meditation aspect in yoga is something I appreciate. I also love using the Sulwhasoo First Care Activating Serum EX and regularly use the sheet masks.

I am trying to find my own balance, as I believe true beauty comes from the harmony and balance between the internal and external. I guess my mindset reflects itself to my day-to-day life, making a good impression on many.

What would you like to say to your fans?

It’s a great honour to meet you as Sulwhasoo’s muse. I will continue to do my best and I look forward to accompanying you on this beauty journey with Sulwhasoo.