[New Year's Address] LG H&H President Seonju Lee: "Agile Response to Change Is Key to Survival and Growth"

2026 LG Household & Health Care New Year's Address
"We Must Become an Organization That Quickly Adapts to and Leads Change"

Seonju Lee, President of LG Household & Health Care, stated on January 5, "How swiftly we respond to change has become the key to survival and growth," adding, "To survive, we must transform into an organization that adapts to and leads change quickly."

In her New Year's address, President Lee cited the theory of evolution by British biologist Charles Darwin, saying, "It is not the strongest or the smartest species that survives, but the one that responds best to change."

Seonju Lee, President of LG Household & Health Care. Provided by LG Household & Health Care

President Lee was officially appointed as the new president in October of last year. This is the first time she has publicly outlined her management strategy.

She explained, "In the past, the K-beauty market was led by a few large ships, but now countless small yachts are swiftly and nimbly sailing toward their own goals and achieving results. This has been possible because of the flexibility in shifting frameworks and directions."

She continued, "We must evolve into a 'beauty and health company based on scientific research' that creates differentiated customer value, going beyond simply selling products." She added, "LG Household & Health Care aims to create differentiated beauty and value for customers' healthy lives through our research and development (R&D) capabilities and infrastructure."

To this end, she presented four key tasks: restructuring the brand portfolio, innovating customer experience, focusing on nurturing high-growth regions, and readjusting the profitability structure. She emphasized, "We must reorganize around brands and make focused investments in high-growth brands to become a truly consumer-centric company."

Previously, in December of last year, LG Household & Health Care reorganized its structure, splitting the existing Beauty Division and HDB (Home Care & Daily Beauty) Division into five organizations: Luxury Beauty, Derma & Contemporary Beauty, Cross-Category Beauty, Neo Beauty, and HDB. A notable feature was the establishment of the 'Neo Beauty Division,' which manages core brands. President Lee said, "We will nurture Dr. Groot and Ucemol as high-tech beauty healthcare brands and build them as global future growth platforms by operating them separately under the Neo Beauty Division."

She further stated, "We must strengthen our market trend and technological capabilities to create products and content that deliver a 'wow experience' to customers. Through focused strategies by overseas region, we must aggressively penetrate each country's leading commerce channels and continuously expand our digital presence." She added, "Rather than simply expanding the product lineup, we will focus on developing and marketing impactful hero products to improve our profitability structure."

President Lee encouraged employees by saying, "The waves of change are coming fast and rough, so we can no longer hesitate or delay. Let us trust in our capabilities and move forward boldly for change."