L’Oréal to discontinue Gowoonsesang cosmetics  name

USA – L’Oréal is set to discontinue the Gowoonsesang Cosmetics name and focus exclusively on expanding its Dr.G brand following its acquisition of Gowoonsesang Cosmetics from Swiss retail group Migros. 

This strategic move aims to streamline L’Oréal’s operations in Korea by concentrating on Dr.G, a well-established dermatologist-founded skincare brand known for its scientifically developed, ingredient-led products and strong market presence in South Korea and beyond.

Dr.G, founded by dermatologist Dr. Gun Young Ahn in 2003, is a well-established Korean skincare brand known for ingredient-led, scientifically developed, and affordable skincare products, including its flagship R.E.D Blemish Clear Soothing Cream.

It ranks among the top three mass market and dermocosmetic skincare brands in South Korea, with a growing footprint across Asia and significant global growth potential. 

L’Oréal is positioning Dr.G to meet the rising global demand for K-beauty and aims to accelerate its growth domestically and internationally.

In contrast, other brands under Gowoonsesang, such as the vegan colour cosmetics brand Vividraw and makeup brand HealS, will be discontinued by the end of the year.

Vividraw, launched in 2021 as a playful and affordable makeup line targeting younger consumers, struggled to gain traction in the highly competitive market. 

The discontinuation of these brands reflects a strategic shift by L’Oréal to focus investments on the core, high-potential skincare brand Dr.G and to simplify its brand portfolio in Korea.

This shift follows L’Oréal’s acquisition of Gowoonsesang Cosmetics in late 2024 and underscores its commitment to capitalizing on the growing international interest in Korean beauty products, leveraging Dr.G’s strong dermatologist-founded heritage and science-driven product approach to expand within the global skincare market.

Meanwhile, L’Oréal is set to invest over USD 80 million in Mexico by 2026 to expand its production capacity. 

According to L’Oréal, this investment will focus on expanding production lines at its plants located in San Luis Potosí and Mexico City. 

The expansion aims to support the growing demand for L’Oréal’s products in the region and strengthen its manufacturing capabilities in the Mexican market.

This move is part of L’Oréal’s broader strategy to boost its presence and production in key emerging markets, reflecting the company’s ongoing commitment to growth and innovation in the beauty and personal care sector.

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