[Young Journalist Hojun Lee] Beauty companies are expanding their business beyond cosmetics into areas such as art and traditional culture. Some are directly organizing exhibitions by renowned artists, while others are discovering young creators and even supporting them in producing their work. This is a strategy aimed at communicating the values and aesthetic preferences of the brand to consumers beyond its products.

The Amorepacific Museum of Art will open a solo exhibition, Sol LeWitt: Open Structure, on the 1st of next month, featuring the American artist Sol LeWitt, who is considered a pioneer of conceptual art. It will be the first large-scale exhibition of Sol LeWitt’s work to be held in Korea. Running through February next year, the exhibition will showcase 45 works, including wall drawings, structures, paintings, photographs, prints, and archival materials.

In particular, the wall drawings will be newly created on the exhibition walls based on instructions left by Sol LeWitt. The Amorepacific Museum of Art invited 23 Korean art majors, who make up the “APMA MAKERS” group, to participate in the production process. They were asked to interpret the artist’s instructions and complete the artworks themselves.

Rather than simply displaying finished artworks, the exhibition allows visitors to witness the creative process as well. In this way, Amorepacific is using the museum to communicate the creativity and spirit of experimentation that the brand has long emphasized.

Sulwhasoo is also expanding its cultural marketing by connecting traditional culture with young creators. At “Sulwhasoo’s House” in Bukchon, Seoul, the “Sulhwa Project Season 3” exhibition will be held through the 6th of next month.

A total of 16 college students participated in this project. The participants created works that reinterpreted traditional Korean mask dance (talchum) in a contemporary way. Sulwhasoo provided each team with 5 million won in production and activity expenses, as well as mentoring from graphic designers, photographers, and other professionals. 

The top prize went to the Gilnori team for Maju Nori. The work reinterpreted the communal nature and playful culture of traditional mask dance through a seesaw and media art, allowing visitors to actively participate. After the exhibition ends, Sulwhasoo plans to release the creative process and completed works in a digital book and recruit participants for the next season in September.

Investment in culture and the arts by beauty companies is not limited to South Korea. Japanese cosmetics company Shiseido has operated a gallery in Ginza since 1919 and has collaborated with artists over the years. More recently, it expanded its cultural spaces by introducing the “Shiseido Art & Heritage Passage,” which presents the brand’s history alongside works of art.

Industry experts view beauty companies’ investment in culture and the arts as a strategy to build brand identity and move beyond product-centered competition. Since it has become increasingly difficult to differentiate cosmetics based solely on ingredients and price, how consumers perceive a brand’s image and aesthetic preferences has become more important.

An industry official said, “The competitiveness of beauty brands is no longer limited to the quality of their products; it is expanding to include the kinds of cultural experiences a brand provides. Exhibitions and support for creators are effective ways to strengthen brand awareness and loyalty rather than simply driving short-term sales.”

▶원문 기사: 화장품만 잘 팔면 끝이라고요? 미술관 세우고 대학생 작품 만드는 뷰티기업 (이코노미스트, 2026. 8. 21)

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