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Hinok’s Unique Approach to K-beauty

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Hinok’s Unique Approach to K-beauty

The lifestyle brand, founded in 2020, has taken a unique approach to expanding its global footprint.

The lifestyle line, which comprises hand, body, home and hair care, is setting itself apart in the U.S. via an innovative distribution strategy. Rather than launching itself on social media or retail, it’s partnering with Michelin-starred restaurants and luxury hotels.

“We don’t have TikTok shop, so we are not following the playbook of K-beauty brands,” said Jewoo Park, chief executive officer of EFG, Hinok’s U.S. partner. “We intentionally don’t want to be on Amazon and TikTok Shop. There will be a time when we will want to be in those channels, but first, we wanted to be intentional with where we are placed and where customers experience us.”

The brand, founded by Sohee Park in 2020, soft-launched in the U.S. late last year through collaborations with New York-based chefs and a partnership with retailer La Garçonne. Today, a handful of its bestselling products — which include The Room Spray, The Hand Wash, The Hand Balm and The Hand and Body Lotion made with Jeju Hinoki Cypress — is used in 70 percent of Korean Michelin-starred restaurants in New York, as well as in SSAL and Benu in San Francisco.

“If you visit those high-end restaurants, the overall experience is great. Those experiences are the ones that we wanted to create, and those are the first impressions we wanted to get from customers before retail,” Park said.

S. earlier this year, and now the brand is also available on Fwrd.


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