Yuhan-Kimberly Rebrands Clean Beauty Line as 'Forest Seoul'

By Hyeon Mi Cho Posted : July 17, 2026, 12:24 Updated : July 17, 2026, 12:24

Yuhan-Kimberly announced on July 17 that it is rebranding its clean beauty line, Forest, to Forest Seoul.


Forest Seoul combines the healing power of nature with the vibrant energy of Seoul, reflecting a brand philosophy aimed at providing skin with 'breath' and 'rest' through the strength of the forest in a bustling city.


The brand identity has also been revamped. The tranquil image of the forest has been enhanced with the dynamic mood of Seoul, emphasizing a trendy aesthetic. Product packaging has been renewed with a modern and sophisticated design to strengthen its identity as a K-clean beauty brand.


Makeup artist Min Kim has been chosen as the brand persona, and a variety of products will be launched in collaboration with her. Min Kim is a globally recognized makeup artist based in Paris, who has nearly 20 years of experience and won the final competition on Coupang Play's makeup contest program, 'Just Makeup,' under the name 'Paris Geumsun.'


The brand representative stated, "This rebranding aims to diversify our portfolio from a more mainstream perspective and target the global market." They added, "We will strengthen the unique brand positioning of Forest Seoul, chosen by experts, to establish a foothold as a global K-clean beauty brand."




* This article has been translated by AI.
Hyeon Mi Cho

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