Hourglass Foundation Sales Quadruple in Korea as New Shades Launch
Creatrip Team
2 months ago
Shinsegae International’s vegan-oriented luxury beauty brand Hourglass has added two new shades to its Illusion Luminous Glow Foundation and is positioning the product as a core strategic item. Launched last year, the foundation—nicknamed “serum-glow foundation” for its dewy, skin-like finish—saw monthly sales rise more than fourfold after gaining word-of-mouth popularity. The formula contains hyaluronic acid for strong moisturization, evens skin tone, conceals fine lines and blemishes naturally, and promises a radiant, non-darkening glow for up to 12 hours. The foundation was named Korea Winner in the foundation category at the ELLE Beauty Awards 2026. To celebrate, Hourglass is offering special bundles and gifts on Naver’s official store through the 27th, including a priming moisturizer duo, brush set (comes with full-size travel concealer), and additional mini gifts. The company says it will continue introducing trend-driven products based on innovative vegan formulas.
