Hydrating gel cream
The True Cream Aqua Bomb
A lightweight gel moisturizer with hyaluronic acid, niacinamide and Napiers herbal formulas.
Coming soon
Hyaluronic acidComing soon
belif
belif combines Napiers herbal formulas with modern moisturizing ingredients. Aqua Bomb’s light gel and Moisturizing Bomb’s richer cream offer two textures within the same hydration approach.
Signature discoveries
Explore the brand through its signature products and ranges.
Moisturizing cream
The True Cream Moisturizing Bomb
A rich cream with peptides, ceramide and squalane focuses on moisture-barrier care.
Coming soon
Eye cream
Moisturizing Eye Bomb
Pairs peptides, ceramide and squalane in a rich moisturizing eye cream.
Coming soon
The brand’s essence
Hyaluronic acid
The essence comes from the hyaluronic acid and Napiers formulas verified in The True Cream Aqua Bomb. A pale blue gel-cream swatch represents its fresh, water-like texture.
Origins and history
LG H&H introduced belif in South Korea in 2010. The recipe tradition of Duncan Napier’s shop and clinic, opened in Edinburgh in 1860, provided its Scottish inspiration. Herbal knowledge met Korean formulation, translating old recipes into contemporary textures. Its name sounds like “believe”, expressing trust in ingredients and formulas.
The launch included 44 products, among them The True Cream and Hungarian Water Essence. Aqua Bomb and Moisturizing Bomb later became defining families, offering distinct skin feels around one hydration focus. Clear ingredient information on packaging supported the idea.
Expansion across North America, Asia-Pacific and Europe followed in 2015–2021. The official 2025 timeline records presence in over 37 countries and more than 16 million cumulative Bomb Cream sales worldwide. Herbal inspiration thus developed into an international hydration identity.
Milestones
2010
Korean launch
Launched 44 products inspired by Napiers heritage.
LG H&H — belif launch, 16 August 20102015–2021
International expansion
Expanded across North America, Asia-Pacific and Europe.
LG H&H UK — belif brand timeline
