Treatment serum
Bichup Ultimate Recovery Youth Serum
A lightweight, non-sticky serum with Jaha Bichup Complex and NAD Power24.
Coming soon
Cordyceps mushroomComing soon
THE WHOO
The Whoo’s Bichup collection brings first-step essence, serum and cream into one care ritual. Botanical complexes are paired with proprietary formulas such as NAD Power24.
Signature discoveries
Explore the brand through its signature products and ranges.
First-step essence
Bichup Treatment Essence
A soft gel essence with NAD Power24 and colloidal-oatmeal-derived Repair Active.
Coming soon
Moisturizing cream
Bichup Anti-Aging Repair Cream
Combines cordyceps-containing Jayoonbidan with NAD Power24 in a supple cream.
Coming soon
The brand’s essence
Cordyceps mushroom
The essence is based on Cordyceps militaris named in Bichup Anti-Aging Repair Cream’s Jayoonbidan™ complex. Gold-toned cream with tiny mushroom details is an editorial interpretation of that ingredient.
Origins and history
LG H&H founded THE WHOO in January 2003, inspired by Korean royal culture. Its idea was to reinterpret botanical beauty heritage through contemporary formulas and ceremonial design. Courtly elegance became the starting point for a beauty world extending from ingredient research to the shape of its jars.
Families such as Gongjinhyang and Bichup made this connection between botanical heritage and formulation tangible. Opening a counter at Hong Kong’s Lane Crawford in 2013 marked international expansion. LG H&H reported that annual WHOO sales passed one trillion won in 2016.
Later developments added new research themes, including the Bichup NAD+ symposium in 2024. The company’s May 2025 history records cumulative net sales exceeding 20 trillion won, 22 years after launch. These commercial milestones trace its movement from Korean hanbang identity into international luxury skincare.
Milestones
2003
2013
2016
