The History of Whoo, the luxury skincare brand under LG Household & Health Care, made its official debut at Frieze New York 2025, one of the world’s most prestigious contemporary art fairs. As an official global partner, Whoo presented an immersive exhibition that blended Korean royal heritage with fine art, signaling a bold step into the global luxury beauty arena.
The WHOO
Held from May 7 to 11 at The Shed in New York City, this marked LG H&H’s first participation in the Frieze Art Fair. The company selected Frieze New York as a prime venue to communicate its brand philosophy of uniting traditional Korean culture with cutting-edge skincare science to an international audience.
At the heart of the exhibition were three specially commissioned art pieces—the Hwanyu Art & Heritage Sets, created in collaboration with Korean mother-of-pearl artist Ryu Ji-an. The centerpiece celebrated Hwanyu, Whoo’s high-end anti-aging line inspired by the longevity and energy of 30-year-old wild ginseng. With its luminous lacquer and intricate design, the set represented the brand’s vision of timeless beauty through royal aesthetics.
Complementing the main display were lacquer artworks by artist Kim Ok and ceramic furniture by designer Seol Subin, all curated to express the depth of Whoo’s royal identity with a modern artistic sensibility.
The Whoo Frieze Lounge attracted a wide range of visitors, including local influencers, international media, and everyday consumers, many of whom were introduced to the newly upgraded 5th-generation Hwanyu line.
Among the guests was Nicky Hilton, sister of Paris Hilton and a renowned fashion designer, who experienced the brand’s signature Hwanyu Imperial Youth Cream and praised it as “elevating skincare to the level of fine art.” Other attendees also expressed high satisfaction with the smooth texture, intense hydration, and luxurious feel of the product line.
With its appearance at Frieze, LG H&H officially begins its expansion into the North American premium beauty market. The brand will leverage the recent launch of Whoo’s official North America e-commerce platform to strengthen local marketing efforts and build deeper connections with consumers across the region.
Since its launch in 2003, The History of Whoo has surpassed 20 trillion KRW in cumulative sales, establishing itself as a globally beloved luxury beauty brand backed by both traditional wisdom and scientific innovation.
