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THE WHOO
Art of Balance
TIMELESS BLEND OF TREASURED HERBS,
KOREAN HERITAGE AND ADVANCED SCIENCE
Inspired by
Korean Heritage
THE WHOO Pays Homage to
the Korean court culture
The Joseon dynasty, which lasted over 500 years, reached the highest level of splendor, blooming a court
culture that embraced a world of philosophies, magnificent symbolism, and meanings.
The Joseon court culture fundamentally pursued beauty in harmony, embracing ideals and philosophy
beyond respect and consideration for man, decorum, and decorations. This inspired the future generation
to implement the heritage and aim for self-fulfillment by pursuing perfection.
The Joseon dynasty, which lasted over 500 years, reached the highest level of splendor, blooming a court culture that embraced a world of philosophies, magnificent symbolism, and meanings.
The Joseon court culture fundamentally pursued beauty in harmony, embracing ideals and philosophy beyond respect and consideration for man, decorum, and decorations. This inspired the future generation to implement the heritage and aim for self-fulfillment by pursuing perfection.
Philosophy
Science
Heritage
THE WHOO Philosophy
THE WHOO Science
THE WHOO Heritage
THE MOST
REFINED BEAUTY
We pursue beauty that rises from the depths of our existence — the kind of beauty found in elegant balance and refinement, as it elegantly surfaces instead of being forced deliberately, and as we focus on authenticity rather than superficiality.

The aesthetic being pursued by
THE WHOO
is based on ancient wisdom originating in the historical record of the Three Kingdoms of Korea: “Frugal but not shabby, splendid but not extravagant 「儉而不陋，華而不侈」.”
THE WHOO implements authentic luxury based on the wisdom and heritage it discovered in Korean court culture.
We pursue beauty that rises from the depths of our existence — the kind of beauty found in elegant balance and refinement, as it elegantly surfaces instead of being forced deliberately, and as we focus on authenticity rather than superficiality.

The aesthetic being pursued by
THE WHOO
is based on ancient wisdom originating in the historical record of the Three Kingdoms of Korea: “Frugal but not shabby, splendid but not extravagant 「儉而不陋，華而不侈」.”
THE WHOO implements authentic luxury based on the wisdom and heritage it discovered in Korean court culture.
The Beauty of
Balance
THE WHOO's luxury starts with balance and harmony.
THE WHOO
reinterprets modern beauty inspired by Korean tradition and finds harmony in raw materials and ingredients to create optimal results and processes for achieving balance in life. These are
THE WHOO’s
keywords applied to the brand’s philosophy and the user’s experience of products.
THE WHOO's luxury starts with balance and harmony.
THE WHOO
reinterprets modern beauty inspired by Korean tradition and finds harmony in raw materials and ingredients to create optimal results and processes for achieving balance in life. These are
THE WHOO’s
keywords applied to the brand’s philosophy and the user’s experience of products.
01
royal beauty science
THE WHOO’s key asset is none other than skin science originating in royal tradition.
THE WHOO
tenaciously analyzed countless ancient documents and literature to learn about the ingredients and their balanced ratios, capturing the wisdom of ancestors reinterpreted through modern science and technology.

The Hanbang theory on skin developed exclusively by
THE WHOO
is the brand’s criteria for authentic luxury in pursuit of a harmonious life beyond external beauty.
02
Gong Jin Solution™
Gong Jin Solution™ is skin science technology exclusive to
THE WHOO
.
THE WHOO
Royal Beauty Research Centre succeeded in researching and completing the secret of Gongjindan Prescription, an exquisite offering exclusive to the King.

Capturing the heritage of centuries-old royal tradition-meets-cutting-edge skin science, Gong Jin Solution™ is an optimized ingredient formula designed to nurture skin at its core and amplify resilience as it can bring balance to skin and make skin condition harmonious and perfect.
The Aesthetic
Value
Transcending generations and connecting tradition and modernity, the philosophy of
THE WHOO
manifests through its unique aesthetic.
THE WHOO
discovers modernity from the past, adds contemporary values, and reinterprets them in a way unique to the Brand. The value that
THE WHOO
aims to deliver is the essence found in the heritage of Korean court culture, which is based on the perfect harmony of balanced beauty and Ten Thousand Things and the philosophy behind the ancient maxim “Frugal but not shabby, splendid but not extravagant.”
Transcending generations and connecting tradition and modernity, the philosophy of
THE WHOO
manifests through its unique aesthetic.
THE WHOO
discovers modernity from the past, adds contemporary values, and reinterprets them in a way unique to the Brand. The value that
THE WHOO
aims to deliver is the essence found in the heritage of Korean court culture, which is based on the perfect harmony of balanced beauty and Ten Thousand Things and the philosophy behind the ancient maxim “Frugal but not shabby, splendid but not extravagant.”
the WHOO
Color
Korean people have long loved the color white, which is found in everything. For centuries, they have worn white clothes. Undyed fabric such as cotton, silk, or linen best presents the color and texture of distinctive natural fibers. To Koreans, white is the color of nature and the most natural color. It is the foundation of all colors, going well with all colors and creating harmony and balance.
THE WHOO’s
signature color is white with a tinge of gold. It symbolizes authentic luxury, aesthetic of refined beauty, and restrained luxury pursued by
THE WHOO.
Korean people have long loved the color white, which is found in everything. For centuries, they have worn white clothes. Undyed fabric such as cotton, silk, or linen best presents the color and texture of distinctive natural fibers. To Koreans, white is the color of nature and the most natural color. It is the foundation of all colors, going well with all colors and creating harmony and balance.
THE WHOO’s
signature color is white with a tinge of gold. It symbolizes authentic luxury, aesthetic of refined beauty, and restrained luxury pursued by
THE WHOO.
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