In an effort to help preserve our cultural heritage, South Korean luxury beauty brand Sulwhasoo launches its Beauty From Your Culture limited edition skincare and makeup sets.

From now until October 31, 10 percent of the proceeds from the sales of this limited edition sets – available across all Sulwhasoo outlets nationwide – will be channelled to the Malaysian National Commission for Unesco to preserve Penang’s cultural heritage.

Georgetown Penang, an awarded Unesco World Heritage Site, shows multicultural heritage and tradition of Asia and European colonial influences.

Since 2006, Sulwhasoo has organised the Sulwa Cultural Exhibition with the aim of reviving the aesthetics and value of traditional craft arts in order to deliver messages about the value of traditional culture and master craftsmanship.

This led to the brand’s global CSR initiative “Beauty from Your Culture” which is aimed at promoting the brand’s vision of preserving traditional culture around the world, enhancing its global brand leadership.

This year, the annual exhibition, which is held in Seoul, will feature works of the golf leaf imprint by traditional craftsmen and contemporary artists from diverse genres to communicate the beauty of tradition in a modern way through space design.

In line with this year’s campaign, the Beauty from Your Culture limited edition sets enable customers to take part in Sulwhasoo’s cultural mecenat (sponsorship) activities. There are two limited edition sets which consist of the brand’s signature product, First Care Activating Serum EX and the Perfecting Cushion EX.

These sets feature a unique design that incorporates Sulwhasoo’s identity and brand mission. The artwork of the sets feature the “Phoenix”, representing the noble beauty of royal women and geometric shapes that constitutes traditional Korean patterns such as circles, triangles and hexagons.

The male phoenix is called Bong and has a saw-toothed tail while the female phoenix is called Hwang and has a vine-shaped tail. Also included is the chrysanthemum flower, representing fidelity and the philosophy of everlasting beauty and Su reflecting strong commitment to precious herbal ingredients based on traditional Korean medicine.