What HANYUL does

HANYUL (한율) is a Korean heritage skincare brand wholly owned by Amorepacific Corporation, positioned as a 'clean functional' skincare line built on traditional Korean botanical ingredients and proprietary extraction/fermentation technologies. Its core technology platform centers on proprietary branded ingredient complexes — including 쑥시카 (Ssigika) artemisia calming complex, 쑥히알 (Ssohial) hydration complex, raw ginseng elasticity capsules, fermented ginseng saponin, rice vegan ceramide, yuja C vitamin complex, and ginkgo vegan peptide — supported by patented processes such as 15-step Artemisia processing, 360-hour dual fermentation, and liposome encapsulation. The brand operates 10+ product lines (어린쑥/Young Mugwort, 빨간쌀/Red Rice, 달빛유자/Yuja, 극진/Ginseng, 송담/Pine, 백화고/Rebloom, 보들은행잎/Ginkgo, 부들밤/Chestnut, 흰감국/White Chrysanthemum, and 자연을 닮은/Nature In Life) covering cleansing, toner, serum, ampoule, emulsion, cream, eye care, mask, sunscreen, and hand/lip care categories.

HANYUL's business model is direct-to-consumer skincare sales via one-time product purchases, with no subscription or recurring pricing model disclosed. Revenue is generated through a multi-channel distribution network: the brand's own e-commerce site (hanyul.com), parent company's AmoreMall flagship platform, major Korean health and beauty retailer Olive Young (where multiple products hold #1 best-seller rankings), GS Shop e-commerce, and offline retail stores accessed via the brand's store locator. Manufacturing is outsourced to Korean contract manufacturers (Cosvision, CNF, Kolmar Korea), and clinical efficacy claims are validated through partnerships with independent testing centers (Global Medical Research Center, P&K Skin Clinical Research Center, Eld). The brand targets Korean women with sensitive/dry skin (primary), women 40+ with anti-aging needs (secondary), and consumers with oily-dehydrated/brightening concerns (secondary), with a brand philosophy of '비움채움 리추얼' (empty-and-fill ritual) addressing skin barrier, hydration, sensitivity, and aging concerns.

The brand is Korea-domestic only with no disclosed international expansion, marketing through a multi-platform social media presence (Instagram, TikTok, YouTube, Facebook, X/Twitter) and leveraging peer review platforms (Glowpick, Olive Young reviews) for bottom-funnel conversion. Notable performance milestones include Songdam line cumulative sales exceeding 900억+ KRW from launch through November 2023, and consecutive product award wins across Glowpick, Hwahae, and Olive Young rankings in 2022–2024.

Name

HANYUL

Legal name

HANYUL (한율)

Website

https://hanyul.com

Company type

Private

Operating status

Operating

Short description

HANYUL (한율) is a Korean heritage skincare brand under Amorepacific that sells 'clean functional' skincare formulated with proprietary Korean botanical complexes (artemisia, ginseng, rice, yuja, ginkgo) across 10+ product lines, distributed to Korean consumers via its own e-commerce site, AmoreMall, Olive Young, and offline retail.

Ownership category

akta.pro rank

Product category

Premium Korean Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Antibacterial & Medicated Cleansers (e.g., Acne, Antifungal, Antiseptic) (CRABAEAH), Professional Skincare & Facial Treatments (CRABALAF)

Keywords

• Korean skincare products
• Botanical skincare brand
• Functional beauty formulations
• Vegan certified cosmetics
• Anti-aging skincare lines

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Direct Skincare Product Sales: HANYUL generates revenue through direct sales of skincare products across multiple lines (어린쑥/Pure Artemisia, 달빛유자/Dalbit Yuja, 빨간쌀/Red Rice, 극진/Geukjin Ginseng, 백화고/Baekhwago Rebloom, etc.) covering cleansing, toner, serum, ampoule, emulsion, cream, eye care, mask, sunscreen, and lip/hand care categories. Products are sold via the brand's own website, AmoreMall, and offline retail partners.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

HANYUL is a Korean skincare brand under Amorepacific Corporation that develops, manufactures, and sells functional skincare products formulated with traditional Korean botanical ingredients including young mugwort (artemisia), ginseng, red rice, yuja citrus, ginkgo leaf, chestnut shell, and white chrysanthemum. The portfolio spans cleansing, toner, serum, ampoule, emulsion, cream, eye care, mask, sunscreen, and lip/hand care categories across 10+ ingredient-based lines, sold through the brand's own e-commerce site, AmoreMall, Olive Young, GS Shop, and offline retail stores.

Product overview

HANYUL is a Korean skincare brand under Amorepacific Corporation that offers a comprehensive portfolio of skincare products organized into multiple sub-brands/lines, each featuring traditional Korean botanical ingredients. The main product lines include: 어린쑥 (Young Mugwort) for calming and hydration with 쑥시카 and 쑥히알 sub-categories; 달빛유자 (Yuja) for brightening and Vitamin C care; 빨간쌀 (Red Rice) for deep moisturizing with vegan ceramides; 부들밤 (Chestnut) for pore care; 흰감국 (White Chrysanthemum) for brightening and UV protection; 보들은행잎 (Ginkgo) for pore tightening; 극진 (Ginseng) as a premium anti-aging line; 백화고 (White Button Mushroom) for radiance and spot care; 송담 (Pine) for firming and nutrition; and 자연을 닮은 (Nature In Life) for body and lip care. Products are sold primarily through AmoreMall online and offline retail stores, with individual products ranging from cleansers, toners, serums, creams, masks, and sun care across the various lines.

Differentiator

Problem solved

Functional benefit

Brands

• 어린쑥 (Artemisia/Pure Artemisia): Skincare line featuring young mugwort (artemisia) for soothing and hydrating purposes, including 쑥시카 (Sika) and 쑥히알 (Sulkhal) sub-categories.
• 달빛유자 (Yuja)
• 빨간쌀 (Red Rice)
• 극진 (Ginseng/The Classic)
• 백화고 (Rebloom Radiance)
• 송담 (Songdam)
• 보들은행잎 (Ginkgo Leaf)
• 자연을 닮은 (Nature In Life)
• 부들밤 (Chestnut Shell)
• 흰감국 (White Chrysanthemum)
• 쑥시카 (Sika)
• 쑥히알 (Sulkhal)

Products and services

• Young Mugwort (어린쑥) Line — Artemisia Calming & Hydration Skincare Calming and hydrating skincare line featuring young mugwort (artemisia) extract for sensitive, troubled, and oily-dehydrated skin. The Ssuk Sika sub-line addresses redness, blemishes, and skin troubles using the proprietary Ssuk Sika complex; the Ssuk Hial sub-line delivers deep hydration and oil control using the Ssuk Hial moisture-locking complex. Includes cleansing, toner pads, serum, cream, and other product types.
• Moonlight Yuja (달빛유자) Line — Yuja Vitamin C Brightening Skincare Brightening skincare line featuring yuja (yuzu) extract rich in Vitamin C, targeting dullness, uneven skin tone, and skin fatigue. Includes the Yuja Vita-C Serum, Yuja Brightening Mask-to-Foam Cleanser (2-in-1 cleansing mask), Yuja Vitamin Sleeping Mask, pads, and other products utilizing the proprietary Yuja C vegan vitamin complex.
• Red Rice (빨간쌀) Line — Fermented Rice Vegan Ceramide Moisturizing Skincare Moisturizing and barrier-strengthening skincare line featuring fermented red rice extract containing a proprietary rice vegan ceramide complex (40,000ppm) created through 360-hour dual fermentation. Targets dryness, inner dehydration, and skin barrier damage.
• Chestnut (부들밤) Line — Pore-Care Mask Line Pore-care skincare line featuring chestnut shell extract. Includes clay masks and pads designed to minimize enlarged pores, remove dead skin cells, and refine skin texture.
• White Chrysanthemum (흰감국) Line — Brightening Sun Care Brightening sunscreen line featuring Korean white chrysanthemum extract. Includes sunscreen products with SPF50+/PA++++ protection delivering UV defense combined with brightening effects.
• Ginkgo Leaf (보들은행잎) Line — Pore Care with Vegan Peptide Pore-care skincare line featuring ginkgo leaf extract and proprietary Ginkgo Vegan Peptide complex. Targets enlarged pores through triple-action care of pore contents, pore walls, and skin texture. Products include the Ginkgo Pore Fit Mask and Ginkgo Pore Resurfacing Serum.
• Ginseng / The Classic (극진) Line — Premium Anti-Aging Skincare Premium anti-aging skincare line featuring 100% whole Korean ginseng (fruit, stem, leaf, and root) with proprietary Raw Ginseng Elasticity Capsule and Fermented Ginseng Saponin technologies. Targets wrinkle improvement, firming, elasticity, and deep nourishment. Includes Ginseng The Classic Water and related premium products.
• Baekhwago / Rebloom Radiance (백화고) Line — Brightening & Firming Skincare Radiance and firming skincare line featuring shiitake mushroom (Baekhwago) extract with proprietary glutathione complex (98% purity) and Baekhwago polysaccharide. Targets dark spots, melasma, uneven skin tone, and signs of aging with brightening and firming benefits.
• Songdam (송담) Pine Line — Firming & Nutrition Anti-Aging Skincare Firming and anti-aging skincare line featuring pine mushroom and pine leaf extracts. Delivers concentrated nutrition and firming benefits for mature skin. The Songdam line has generated cumulative sales exceeding KRW 90 billion since its September 2017 launch.
• Nature In Life (자연을 닮은) Line — Hand & Lip Care Body and lip care line inspired by Korean nature, featuring natural ingredient variants including mugwort, yuja, white chrysanthemum, and red rice with seasonal-inspired fragrances. Includes hand creams and lip balms.
• Yuja Brightening Mask-to-Foam Cleanser (달빛유자 클렌징 톤업 팩폼) A 2-in-1 cleansing foam and mask from the Moonlight Yuja line featuring yuja extract. Removes dead skin cells while delivering Vitamin C brightening benefits. Contains 99% vegan certified formula with 75% skincare ingredients.
• Yuja Vita-C Serum (달빛유자C™ 세럼) Multi-vitamin serum from the Moonlight Yuja line featuring yuja extract with 5 vitamins and 1,000ppm taurine. Addresses skin fatigue signs including dullness, dehydration, and roughness. Contains proprietary Yuja Vitamin C Capsule technology.
• Pure Artemisia Calming Water Cream (어린쑥 수분진정 크림) Calming cream from the Young Mugwort line for troubled and sensitive skin featuring the Ssuk Sika (쑥시카) proprietary complex — artemisia extract claimed 4x stronger than centella asiatica for calming irritated skin. Addresses redness, dryness, and skin texture. Vegan certified, 55ml.
• Artemisia Hydrating Serum (어린쑥 속수분 쑥히알 세럼) Hydrating serum from the Young Mugwort Ssuk Hial sub-line featuring Ssuk Hial moisture-locking capsule technology. Designed for oily-dehydrated skin; combines inositol for oil control with multiple molecular weights of hyaluronic acid. Reduces oil by 42% and increases moisture by 137% (in-vivo human application trial). 40ml, vegan certified.
• Artemisia Hydrating Cream (어린쑥 속수분 쑥히알 크림) Hydrating cream from the Young Mugwort Ssuk Hial sub-line featuring the Ssuk Hial complex with inositol and hyaluronic acid. Controls excess oil while delivering deep moisture for oily-dehydrated skin types. 60ml, vegan certified.
• Artemisia Hydrating Toner Pads (어린쑥 속수분 쑥히알 패드) Hydrating toner pads from the Young Mugwort Ssuk Hial sub-line featuring the Ssuk Hial complex for oil control and deep hydration. Roll-type pad design for convenient application. 60 sheets (250ml).
• Ginkgo Pore Fit Mask (보들은행잎 모공핏 마스크) Gel-to-film pore mask from the Ginkgo Leaf line for the central face area. Reduces pore count by 41% with single use. Features proprietary ginkgo vegan peptide complex for pore elasticity and skin texture improvement. 10g.
• Ginkgo Pore Resurfacing Serum (보들은행잎 모공핏 세럼) Water serum from the Ginkgo Leaf line featuring the proprietary ginkgo vegan peptide complex. Targets pores across three dimensions — pore contents, pore walls, and skin texture. Reduces pore size by 45% in 8 hours. 40ml, low-irritation formula.
• Ginseng The Classic Water (극진 스킨) Premium anti-aging toner from the Ginseng The Classic line featuring concentrated Korean ginseng water and fermented ginseng saponin produced via 168-hour clay-pot fermentation. Restores skin condition and provides deep hydration with calming benefits. 125ml.

Quantifiable outcome

• 쑥시카 (Artemisia) is 4x stronger than centella asiatica for calming irritated skin (in-vitro, vs. company's Centella asiatica extract)
• +4 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature10 records

Partnerships

Seven partnerships are on record, tiered core, minor and major.

• Amorepacific Corporation (주)아모레퍼시픽coreOthersParent company of HANYUL brand. Responsible for product sales (책임판매), brand management, distribution through AmoreMall platform, and overall corporate governance. Amorepacific provides the manufacturing oversight and quality assurance infrastructure for HANYUL products. The brand is listed as a subsidiary under Amorepacific's portfolio of beauty brands.
• Global Medical Research Center (주)글로벌의학연구센터minorOthersIndependent clinical testing organization conducting human application trials and satisfaction surveys for HANYUL products. Multiple product efficacy claims are backed by studies from this institution.
• P&K Skin Clinical Research Center (피앤케이피부임상연구센타)minorOthersIndependent clinical testing organization conducting human application trials for HANYUL products. Many efficacy claims (calming, hydration, pore improvement) are supported by clinical studies from this institution.
• Eld (주)엘리드minorOthersIndependent clinical testing organization that conducted human application trials for certain HANYUL products including the Pure Artemisia Calming Pad (어린쑥 수분진정 패드).
• Olive Young (올리브영)majorChannel Partner/ Reseller/ DistributorMajor Korean health and beauty retail chain (online and offline) distributing HANYUL products. Olive Young is one of the most important retail channels for HANYUL, hosting customer reviews, best-seller rankings, and exclusive promotional content. Multiple HANYUL products rank as top sellers on the Olive Young platform.
• GS Shop (지에스샵)minorChannel Partner/ Reseller/ DistributorKorean e-commerce and TV/home shopping platform (GS Retail subsidiary) distributing HANYUL products. The Songdam (송담) line has generated significant sales through GS Shop, as evidenced by customer reviews on the platform.
• Green Finance Agriculture (국야농원)minorStrategic or Co-development PartnerLocal farming partner in Gangwon-do, Korea, cultivating the endangered White Chrysanthemum (흰감국) — HANYUL's exclusive botanical ingredient. After 10+ years of research by Amorepacific, the white chrysanthemum was restored and is now exclusively cultivated by this partner under HANYUL's protection.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• L'Oréal: Global beauty incumbent with active cosmetics (La Roche-Posay, Vichy) and luxury skincare arms; comparable to HANYUL as a parent-portfolio operator investing in clinically validated, sensitive-skin skincare brands.
• Estée Lauder Companies: Global beauty conglomerate that owns Dr. Jart+ and multiple skincare brands; broad incumbent with overlapping dermatologist-tested skincare portfolio and global distribution that HANYUL could plug into.

Direct peers

• Dr. Jart+: Korean derma-cosmetic skincare brand (Estée Lauder-owned) combining biotech actives with Korean ingredients; competes in the same 'clean functional' dermatologist-tested category as HANYUL globally.
• Laneige: Amorepacific sister brand focused on hydration-led K-beauty skincare; competes with HANYUL's Pure Artemisia Hydrating line in the same hydration/Barrier-Repair category at Olive Young and AmoreMall.
• Beauty of Joseon: Korean skincare brand built on traditional Korean botanical ingredients (rice, ginseng, mugwort) with a sensitive-skin and barrier-repair positioning, directly overlapping HANYUL's hero narrative and target persona.
• Innisfree: Amorepacific sister brand offering K-beauty skincare with natural Korean ingredients (green tea, volcanic clay); operates under the same parent and competes for the same Korean consumer persona as HANYUL.
• COSRX: K-beauty skincare brand known for sensitive/blemish-prone skin routines with active ingredients; competes in the same Olive Young channels and shares HANYUL's clean-functional, dermatologist-tested positioning.
• Sulwhasoo: Premium Amorepacific sister brand built on traditional Korean herbal medicine (ginseng, hanbang); competes with HANYUL in Korean botanical skincare and shares distribution through AmoreMall and Olive Young.

Emerging players

• Klairs: K-beauty brand from Wishtrend focused on sensitive, low-irritation skincare with vegan and clean formulations; overlaps HANYUL's Pure Artemisia calming and barrier-repair positioning.
• Anua: Fast-scaling indie K-beauty brand with sensitive-skin and centella-led products; emerging as a direct rival in Olive Young rankings and on TikTok, pressuring HANYUL's sensitive-skin segment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/HanyulOfficial
• YouTubeyoutube.com/user/HANYULkr
• Facebookfacebook.com/hanyul.kr
• Instagraminstagram.com/hanyulofficial
• TikToktiktok.com/@hanyulofficial

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HANYUL