TheHistoryOfWhoo is one of the more distinctive luxury brands in Korean beauty because it deliberately blends two things that do not usually sit together: royal-court imagery and modern cosmetic research.
The brand launched in 2003 under LG Household & Health Care. Its concept draws on ingredients and beauty rituals associated with Korea’s Joseon Dynasty, while the formulas themselves are developed as modern cosmetics. The brand name is derived from the Chinese character 后, meaning empress or queen.
Why does the packaging look so elaborate?
The ornate packaging is not accidental. TheHistoryOfWhoo has always used royal-court references as part of the brand identity. Gold detailing, palace-inspired motifs and decorative compacts are meant to make the products feel closer to luxury objects than minimalist skincare.
If you like understated packaging, that aesthetic may not appeal to you. If you enjoy luxury beauty as much for the ritual and design as the formula, it is a large part of the attraction.
What is Gongjinhyang?
Gongjinhyang is one of the names you will repeatedly see across TheHistoryOfWhoo products. LG describes the brand’s approach as drawing inspiration from traditional Korean herbal medicine and historical royal formulas, then reworking those ideas through its own research.
The brand’s modern U.S. site also describes its “Gong Jin Solution” as a signature concept inspired by Gongjindan, a traditional restorative herbal formula.
What types of products make sense for a first purchase?
You do not need to start with the most expensive skincare set. In fact, makeup and sun-care can be an easier introduction to the brand.
- The UV Ultimate Red Vitamin Sunstick is one of the lower-cost ways to try the brand.
- The Gongjinhyang Mi Velvet Primer Base makes more sense if your interest is luxury complexion prep.
- The Luxury Golden Cushion Glow and Luxury Two Way Pact are more makeup-focused purchases.
Is the brand worth the price?
That depends on what you value. TheHistoryOfWhoo is not trying to compete with budget K-beauty. Part of the price reflects luxury positioning, packaging, brand heritage and a department-store experience.
If you only care about getting a simple moisturizer or sunscreen at the lowest cost, there are cheaper Korean options. If you specifically want the brand, the packaging and the luxury experience, then compare individual products instead of treating the entire brand as one value proposition.
Buying in Canada
TheHistoryOfWhoo has had a Canadian presence before, including a luxury concept store opened in Richmond, B.C. in 2020. Availability still varies by product, though, and many shoppers end up buying through specialty retailers.
Blushcraft carries a limited TheHistoryOfWhoo collection with CAD pricing and local inventory. It is one option if you prefer buying from within Canada, but it still makes sense to compare price and availability elsewhere before ordering.
Bottom line
TheHistoryOfWhoo is best understood as Korean luxury beauty, not simply “expensive K-beauty.” The royal aesthetic and heritage story are central to the experience. If that appeals to you, start with one product category you already use rather than buying a full routine just because the packaging looks impressive.
Further reading: The Whoo official brand story.
