K-Beauty’s premium wave is stronger than ever. LG Household & Health Care’s beloved brands Beyond and VDL secured three major wins at the 2025 Olive Young Awards, proving their powerful presence among young beauty consumers in Korea.
What They Won
- Beyond Classic Hand Cream Deep Moisture — Hand Care No.1 Winner
- VDL Cover Stain Perfecting Foundation — MD’s Pick (Base Category)
- VDL Cover Stain High Cover Cushion — Rising Star (Trend Category)
The Olive Young Awards are based on actual customer purchase data throughout the year, making them one of the most trusted indicators of what’s truly trending in K-Beauty.
Beyond: The Hand Cream Loved by All Generations
Beyond’s Classic Hand Cream Deep Moisture climbed from 3rd place (2023) to 1st place this year, showing steady and rising popularity.
Why it’s a Bestseller:
- Signature “cozy skin scent” with a soft powdery musk finish
- Long-lasting fragrance loved across all age groups
- Lightweight, non-sticky, deeply moisturizing formula
- A true steady seller: 6.55 million tubes sold (about 9 tubes per minute!)
It also recently ranked 2nd in the 2025 Glowpick x @cosme Korea Awards, proving its high satisfaction among local users.
VDL: The New Base Makeup Powerhouse for Gen MZ
VDL lived up to its reputation as the “Base Master.”
Both the Cover Stain Perfecting Foundation and High Cover Cushion scored major awards thanks to:
- Lightweight yet high-coverage formulas
- Impressive long-lasting finish
- Strong popularity among MZ consumers
Sales Momentum:
- Cover Stain Perfecting Foundation: 2.7 million bottles sold
- After its 2023 renewal, over 1.1 million bottles sold in less than 3 years
- Olive Young store presence: 485 → 1,140 stores (more than doubled)
- VDL sales (Jan–Oct 2024): +135% YoY growth
VDL is quickly becoming a must-have base brand for K-Beauty beginners and trend-focused shoppers.
December Only: Exclusive Olive Young Gift Sets
To celebrate the awards, LG H&H is launching limited-edition holiday gift sets available only at Olive Young this December.
Beyond Gift Set
- Classic Hand Cream Deep Moisture 100ml
- Free 30ml mini
- Holiday edition packaging — perfect for year-end gifting
VDL x Soft Seoul Collaboration
A cozy winter collab with fashion brand “Soft Seoul”
- Foundation Set: includes a Soft Seoul balaclava hood warmer
- Cushion Set: includes cushion (main + refill), VDL Rose PDRN Prep Base (10ml), and Soft Seoul knit gloves
Perfect for winter gifting or discovering Korean beauty trends firsthand.
KOREA FBI Editor’s Note
“K-Beauty continues to evolve—premium textures, clean ingredients, and stylish packaging are becoming the new standard. Beyond and VDL’s success at the Olive Young Awards proves how global-ready Korean beauty is. If you’re curious about what Koreans actually use, these award-winning picks are a great place to start.”
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