"Stronger Anti-Aging"... LG Household & Health Care, 4th Generation The History Bicheop Jaseng Essence

After 14 Years Since Its 2029 Release, 9.8 Million Bottles Sold
BiCheon JaSaeng Essence Contains Skin Aging Ingredient (NAD+)

LG Household & Health Care announced on the 26th that its luxury cosmetic brand The History of Whoo has launched the 4th generation of its high-performance anti-aging solution, Bicheop Ja Saeng Essence, which contains the skin aging ingredient NAD+. Bicheop Ja Saeng Essence is The History of Whoo's representative total anti-aging care product. With its outstanding aging management effects, it has sold over 9.8 million bottles in 14 years since its launch in 2009.

The 4th generation Bicheop Ja Saeng Essence is a high-performance anti-aging product developed with the skin aging mitigation factor 'NAD+' ingredient (‘NAD Power24™), reborn after three years. NAD+ is an aging mitigation component present in all living organisms, but its levels naturally decrease with age. Although it has attracted attention in the global anti-aging market, its low skin penetration efficiency has made it difficult to utilize in skin efficacy research or as a cosmetic ingredient.

After 10 years of research, LG Household & Health Care developed NAD Power24™, which dramatically improves the skin penetration and delivery of NAD+. This ingredient has 5 times greater skin safety and 50% higher skin absorption compared to NAD+. The 4th generation Bicheop Ja Saeng Essence contains 10% NAD Power24™, providing a ‘24-hour skin barrier improvement’ effect by protecting the skin from external stimuli during the day and repairing damaged skin barriers at night.

The patented formulation of Bicheop Ja Saeng Essence, the ‘Post-it formulation,’ has also been upgraded. It offers a firm yet non-sticky, smooth absorption texture, allowing for comfortable use without burden. The packaging has also changed. While maintaining the heritage of The History of Whoo and Bicheop, the design has been modernly reinterpreted and produced in a refillable container. A representative of The History of Whoo stated, “We will provide a differentiated customer experience that changes the ‘future of aging.’”