Editor’s Note
**Editor’s Note:** Yuhan-Kimberly’s clean beauty brand Forest has rebranded as FOREST SEOUL, signaling its global ambitions. The new identity merges the restorative essence of nature with Seoul’s urban vitality, reinforcing the brand’s commitment to offering skin “breath” and “rest” in a fast-paced city.
Yuhan-Kimberly’s clean beauty brand ‘Forest’ has announced its rebranding to ‘FOREST SEOUL’ on the 17th, declaring a leap toward the global market. The new name embodies the fusion of the forest’s healing power with the dynamic energy of Seoul, reflecting the brand philosophy of delivering ‘breath’ and ‘rest’ to the skin through the power of ‘forest’ amidst the intense urban environment.
Along with the rebranding, the brand’s BI (Brand Identity) has been revamped. The existing calm forest imagery has been infused with Seoul’s vibrant mood to emphasize a trendy sensibility. Product packaging has also been renewed with a modern and sophisticated design, strengthening its identity as a K-Clean Beauty brand.
FOREST SEOUL is also launching a full-scale campaign to expand consumer touchpoints alongside the rebranding. The brand has selected global makeup artist ‘MIN KIM’, the final winner of a makeup competition known as ‘Paris Geumson’ (Golden Hands), as its brand persona. Centered around the HERO series addressing various skin concerns proposed by Min Kim, the brand will showcase representative products from its moisturizing/soothing, brightening/glow, and sun care lines.
Key products from FOREST SEOUL include ‘Hyal Phyton Cica Serum’, ‘Citrus Tamin Niacin Dark Spot Capsule Serum’, and ‘Vegan Essence Moisture Sun Cream’.
The ‘Hyal Phyton Cica Serum’, recognized as the No.1 serum by Min Kim, contains 8-type hyaluronic acid and Phyton Repair Cica Complex to deeply hydrate the skin from within, improving the elasticity of pores loosened by internal dryness for a smooth skin texture. It has won the No.1 spot at Olive Young and Hwahae, proving its product efficacy among consumers early on. The ‘Citrus Tamin Niacin Dark Spot Capsule Serum’ contains Citrus Tamin Vita Toning Complex and the whitening functional ingredient niacinamide, helping to improve dark spots and brighten dull skin tone.
The ‘Vegan Essence Moisture Sun Cream’ (formerly Forest Watery Essence Sun Cream) is a multi-care product with a fast-absorbing, low-irritation moisturizing essence formula that simultaneously provides UV protection and hydration, while also enhancing the adherence of makeup bases. As a low-irritation vegan product, it has also ranked No.1 in Olive Young’s sun care sales.