Brand <3 of the moment. O HUI is a premium line that's famous in Korea for developing sensitive skin formulas.

Ever since I introduced SU:M37 as part of the Soko Glam curation back in 2012, many of you have fallen head over heels. Their products are about as coveted as a unicorn and about as rare as supply rushes to meet demand.

Let me let you in on a little secret. Korean cosmetic powerhouse LG H&H creates SU:M37, and also produces another amazing premium sister brand called O HUI.

Many of you have asked for more premium and luxury K-beauty brands, so I couldn’t wait to share O HUI with you.

O HUI is sold at high-end department stores in Seoul such as Hyundai and Lotte. In Korea, it’s very well-known -- the current face for it is is K-drama actress Kim Tae Hee. Seoul-side, having a star personality attached to your brand is a pretty big deal.

The brand’s slogan is, "A difference in beauty sensed by the skin." Basically, O HUI’s concept is to use science to enhance and protect the functionality of the skin.

It’s claim to fame is stem cell technology that caters to serving the needs of sensitive skin -- the most commonly reported skin type in Korea.

I recently learned on my Seoul trip that’s why Korean skincare companies are great at producing well-formulated products that (gently!) nourish, treat and protect skin. Perhaps this is a reason why many so many Soko Glam fans share how well their skin is responding to their new skin care?

Of course, the classic Korean skincare mentality of hydrating to keep skin youthful and elastic helps. Who doesn’t love a fresh, dewy skin look?

And you know I have a weakness for beautiful packaging. O HUI’s is beautiful and elegant -- and functional too.

Stay tuned, product reviews coming soon!

xo,

charlotte