Hera Reclaims K-Beauty Throne, Overtaking Sulwhasoo: Amorepacific's Strategic Shake-Up
A major shake-up has hit the K-Beauty market! For years, Sulwhasoo (설화수) held the crown, but now, Hera (헤라) has risen to claim the top spot, capturing the industry's attention. According to a report from Jaeoe Dongpo Shinmun (재외동포신문) on July 30, 2026, the competitive landscape between Amorepacific's two key brands has entered an exciting new phase.
Key Changes in K-Beauty Brand Rankings (As of July 2026)
| Rank | Change | Brand | Notes |
|---|---|---|---|
| 1 | ▲1 | Hera | Reclaimed K-Beauty Throne [NEW #1] (Previously #2) |
| 2 | ▼1 | Sulwhasoo |
Hera's Ascent Changes the K-Beauty Game
Hera's rise to the #1 brand spot, surpassing Sulwhasoo, is seen as a direct result of Amorepacific's strategic shifts and its successful adaptation to market trends. Through hit products like the 'Sensual Nude Gloss' and 'Mesh Powder Cushion,' Hera strongly appealed to younger demographics and global consumers, rapidly expanding its brand recognition. This significantly contributed to Amorepacific Group's impressive second-quarter performance, particularly fueling its rapid growth in the North American and European markets. Jaeoe Dongpo Shinmun prominently featured the news of Hera's #1 ranking, heralding a new reigning brand in the K-Beauty market.
Sulwhasoo: A Steady Seller Across Generations and Borders
Even though it dropped one spot in the rankings, Sulwhasoo's brand power remains incredibly strong. Its online and offline sales, particularly for its iconic 'First Care Activating Serum (윤조에센스),' have shown consistent growth, proving it's still a core driver for the brand. Recently, a former Amorepacific Brand Manager even highlighted Sulwhasoo as a legendary product they personally purchased ('내돈내산' - *naedonnaesan*, meaning "bought with my own money") after leaving the company, once again shining a light on its exceptional quality. Furthermore, the consistent choice of Sulwhasoo's Ja-Eum 2-piece set and First Care Activating Serum as gifts for parents, often accompanied by heartfelt messages like 'Please send it well to my mom,' showcases the brand's intergenerational appeal. Consumer interest is still high, as evidenced by a live stream on July 30, 2026, promoting 'Sulwhasoo Timetreasure Eye Cream Max Benefits.' According to IT Chosun, Sulwhasoo's sales have also seen steady growth in the North American and European markets, contributing significantly to Amorepacific's international performance.
https://www.tiktok.com/@pinksilk8/video/7667530738966875400, https://www.tiktok.com/@enmi_amore/video/7667432317631171858, https://www.tiktok.com/@user4003567783235/video/7668269951442111762, https://it.chosun.com/news/articleView.html?idxno=2023092166963[Ingredient Deep Dive] The Heart of First Care Activating Serum: Jaumdan™
The core of Sulwhasoo's First Care Activating Serum is Jaumdan™ (자음단), a unique, proprietary blend of ingredients that has been loved for years. This component is based on a traditional Korean herbal medicine (한방 - *hanbang*) prescription, combining five precious ingredients—peony, lotus, lily, Rehmannia, and Solomon's Seal—in an optimal ratio to help balance the skin. It's known for effectively strengthening the skin barrier, soothing, and moisturizing, and is particularly celebrated for giving the skin a healthy, radiant glow that seems to come from within. This fusion of traditional wisdom and modern scientific technology is the secret behind Sulwhasoo's enduring strong presence in the premium skincare market.
Amorepacific Group's Strong Growth Momentum
Amorepacific Group posted robust results, significantly boosted by the excellent performance of both Hera and Sulwhasoo. According to IT Chosun, Amorepacific Group's operating profit for the second quarter surged by 53% year-over-year, surpassing market expectations. The growth in the North American and European markets was particularly notable, serving as a crucial indicator that K-Beauty is expanding globally and is no longer confined to specific regions.
K-Beauty's Two Powerhouses: Conquering Global Markets with Distinct Charms
While Hera and Sulwhasoo operate under the same Amorepacific umbrella, they are expanding K-Beauty's influence with distinct identities and strategies. Hera targets younger consumers and the global makeup market with its trendy and sophisticated appeal, while Sulwhasoo captivates middle-aged and high-income consumers with its anti-aging and premium skincare, rooted in traditional Korean herbal medicine (hanbang) science. This two-track strategy is crucial for Amorepacific to satisfy diverse consumer needs and strengthen its competitiveness in the global market. Both Jaeoe Dongpo Shinmun and IT Chosun reports commonly highlight that these brand-specific strengths have driven Amorepacific's impressive performance.
Kagit.kr Editor's Pick: The Key Players on K-Beauty's Throne
Hera Sensual Nude Gloss
- Price: Approximately 35,000 KRW (approx 25 USD)
- Key Ingredients: Squalane, Shea Butter
- Features: Hera's signature lip product, celebrated for its clear, transparent color payoff and deep hydration that visibly plumps the lips. It's particularly recognized as a leading item in global K-makeup trends.
- Manufacturer: Amorepacific
Sulwhasoo First Care Activating Serum
- Price: Approximately 90,000 KRW (approx 65 USD)
- Key Ingredients: Jaumdan™ (자음단), Camellia Sinensis Leaf Extract
- Features: A boosting essence used as the very first step after cleansing, designed to enhance the skin's natural strength and impart a healthy, radiant glow. The Jaumdan™ ingredient helps balance the skin, and it continues to enjoy steady popularity in the North American and European markets.
- Manufacturer: Amorepacific
Hera's impressive surge and Sulwhasoo's unwavering strength are significant indicators of the dynamic nature of the K-Beauty market. We eagerly anticipate what new milestones Amorepacific's two core brands will achieve in the global market, each building on their unique strengths.
首爾美妝室
首爾美妝與造型趨勢，K-Beauty 實測。
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