LG H&H launches fifth-generation su:m37° Secret Essence

LG H&H has announced the launch of the fifth-generation renewal of its su:m37° brand flagship product, ‘Secret Essence’. This marks the first major update to the product since the fourth generation was released in 2024.

The new formulation utilizes ingredients fermented for 8,700 hours and incorporates two proprietary strains selected from over 200 types of fermented extracts. The product features a 90% fermentation liquid concentration and enhanced ‘melting ceramides’, which have been refined to be 14.4% smaller and 2.12 times more abundant than previous versions to strengthen the skin barrier.

Clinical tests indicated that after one week of use, the skin turnover cycle improved by 56%, and after four weeks, skin texture improved by 9%. Additionally, skin barrier density showed a 98% improvement after four weeks. The product is available through official online malls, Olive Young stores, and department stores. To celebrate the launch, a ‘Bio-Breath’ event will be held on the 15th at the Pez cultural space in Yongsan-gu, Seoul.