How Sulwhasoo is blending heritage and innovation to reach US consumers

16 hours ago 2

According to Kia Lowe, vp of e-commerce and digital services at Sulwhasoo, the secret to building a luxury skin-care brand lies in authenticity and honoring heritage.

“Storytelling has so many layers, especially with a brand that has such rich heritage,” said Lowe during a conversation onstage at Glossy’s Beauty and Wellness Summit on Tuesday. “We’ve leaned into the curiosity surrounding Korean beauty rituals, making that a core part of our strategy.” As Lowe shared, in today’s fast-paced market, storytelling and cultural resonance have become essential for brands to stand out.

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