LG H&H’s luxury brand 'The History of Whoo' announced on the 11th that it is participating as an official global partner for the global art fair Frieze New York 2025.
'The History of Whoo' exhibited three pieces of the 'The History of Whoo Hwan Yu Art and Heritage Set' created in collaboration with mother-of-pearl artist Ryu Ji-an at Frieze New York 2025, held from the 7th to the 11th in New York. Hwan Yu is a line of anti-aging products based on the long lifespan of mountain ginseng.
During the event, various visitors, including influencers, foreign media, and domestic journalists, visited 'The History of Whoo' Frieze Lounge to experience the Hwan Yu products. Nicky Hilton, sister of Paris Hilton and fashion designer, said after trying the signature cream Hwan Yu-go, 'It feels like skincare has been elevated to the level of art.'
LG H&H has taken its first step toward entering the North American premium beauty market through its participation in Frieze New York. The company plans to strengthen its marketing and expand contact points with local customers using the North American online direct mall of 'The History of Whoo' as a foothold.
Lee Hong-joo, senior executive of the marketing division at LG H&H, noted, 'Meeting North American customers who feel fresh joy in the products of 'The History of Whoo,' which inherits Korean royal heritage and artistic sensibility, has given me confidence,' and added, 'We will leap as a leader in luxury K-beauty and provide the best beauty experience to our global customers.'