LG Household & Health Care UK Ltd., a subsidiary of South Korea’s leading FMCG company LG H&H, was established in London in 2021 to oversee the Europe, Middle East, and Africa (EMEA) region. While many may associate the LG name with electronics, LG H&H’s roots are firmly grounded in beauty and wellness, dating back to 1947 with the founding of Lucky Chemical Co. Ltd. and the launch of Korea’s first skincare product, the Lucky Cream.
Today, LG H&H is a global player in the K-beauty space, operating across three core divisions: ‘Beauty’, ‘Healthy’, and ‘Refreshing’. Although the majority of its business remains in Asia, LG H&H is currently ranked 18th among the top 100 global beauty brands, with increasing momentum in international markets.
In the UK, LG H&H first introduced trusted oral care brands such as Euthymol and REACH. Now, the company is expanding its local portfolio with a focus on skincare – bringing high-performance K-beauty brands to a new audience through a combination of heritage, science, and innovation.
Leading this next phase of growth is the UK launch of belif, a cult-favourite skincare brand known for its strong focus on hydration and visible skin results. Founded in 2010, belif is now available in 37 countries and is recognised for its blend of traditional Korean herbal remedies and modern dermatological science. The brand’s core range targets hydration, anti-ageing, and skin vitality, helping users achieve soft, radiant “glass skin.”
belif officially launched in the UK on 1 May 2025, marking a key milestone in LG H&H UK’s broader strategy to introduce high-quality, innovative Korean skincare to British consumers. This move reinforces the growing influence of K-beauty – not just as a trend, but as a long-term movement grounded in efficacy, research, and holistic well-being.
