K-Beauty Luxury Skincare Brand Used By Royalty. (Now Available To Mere Mortals.)

THE WHOO, Korea’s premier luxury skincare brand, just launched in the U.S market. The centuries-old skincare originally formulated for empresses in Korea’s royal court is now available Stateside. (It is still used as a diplomatic gift for dignitaries who visit the country.)

Blending traditional Korean herbal medicine with luxe textures and stunning packaging, it’s K-Beauty reimagined for the prestige skincare consumer.’

The hero ingredient is the 30-year-old rare wild ginseng, hand-harvested from remote mountain regions and aged for potency. It’s been clinically studied by the brand since 2006, and has been shown to ‘ improve elasticity, radiance, and long-term skin resilience—especially effective for visible signs of aging.’

Rare Ginseng

At the core of THE WHOO’s product development is THE WHOO Royal Beauty Research Center, where cutting-edge scientific methods are used to refine herbal medicine traditions.

For the US launch, the brand is launching with just three products. The Imperial Youth Cream has a deliciously rich texture that sinks right into skin, leaving radiance and lasting hydration. It visibly improves five signs of aging: crow’s feet, deep nasolabial folds, deep forehead wrinkles, fine under-eye wrinkles and facial sagging. The Imperial Youth Recovery Serum tackles dryness, dullness, fine lines and wrinkles, lifting skin along the way. The Imperial Youth Contour Eye Cream firms and smooths the delicate skin around the eyes while minimizing dark circles, wrinkles and dryness.

Imperial Youth Cream ($530 1.69 fl.oz.| $270 0.84 fl.oz.) The rich, hydrating cream melts into the skin, instantly enhancing skin complexion with a plump, luminous glow. The brand claims that ‘this age-reversing master cream delivers long-lasting hydration while visibly improving 5 major aging signs: crow’s feet, deep nasolabial folds, deep forehead wrinkles, fine under-eye wrinkles, and facial sagging.’
Imperial Youth Concentrate Serum ($430 0.84 fl.oz.) – The Imperial Youth Concentrate Serum delivers triple anti-aging care—aimed at skin barrier protection, visible skin lifting, and combating wrinkles. ‘Clinically shown to boost 101% of skin barrier after just one use it helps combat dryness, dullness, visible fine lines, and wrinkles while restoring moisture for a firmer, more youthful complexion.’