Cumulative sales of LG Household & Health Care Ltd’s premium cosmetics brand The History of Whoo so far this year have already surpassed 1 trillion won ($886 million), hinting that the label’s sales would hit a new record thanks to growing popularity in Asian countries.

Sales of The History of Whoo have climbed every year since its launch in 2004 with annual sales amounting to more than 100 billion won in 2009, 200 billion won in 2013, 400 billion won in 2014, and 800 billion won in 2015. Its sales for 2016 reached 1.2 trillion won, breaking a 1 trillion won milestone for the first time.

The biggest driver for its brisk sales is the premium marketing scheme focusing on its products’ luxury image with the concept based on royal family, fancy design and outstanding quality that is different from other Korean herbal medicinal skin care lines, the company said. Its products are popular both at home and abroad, in particular, in Asian countries, and the brand operates about 250 outlets now across Asia including China, Singapore and Hong Kong.

Sales of LG Household & Health Care’s another premium cosmetics brand Su:m 37 for this year have also climbed at a faster pace than last year with its cumulative sales so far this year surpassing 300 billion won. Released in 2007 with a concept of naturally fermented cosmetics, Su:m 37 has become popular among women who seek for mild and natural cosmetics.

The company has launched Su:m 37 products in upscale department stores in major cities in China, such as Shanghai, Nanjing and Beijing, since its entry into the country in April last year. The brand now operates about 70 stores in Asia.

“It is encouraging that our two premium cosmetics brands are displaying robust sales of more than 1 trillion won and 300 billion won on the growing popularity in China and Southeast Asia, which has offset a prolonged slump in domestic demand and a plunge in the number of Chinese visitors to Korea,” said an official at LG Household & Health Care.

Shares of LG Household & Health Care Friday closed 2.05 percent down at 1,049,000 won from the previous session.

By Moon Ho-hyun and Lee Ha-yeon

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