LG Household & Health Care Unveils NAD Power24
The luxury beauty brand showcased its latest anti-aging innovation during a session at the Financial Times Luxury Summit.
Updated on Oct. 21, 2026 in Beauty
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LG Household & Health Care presented its new NAD Power24 anti-aging ingredient at the Financial Times Luxury Summit in Bangkok. The firm aims to leverage this development to establish itself as a leader in the longevity science sector.
Why it matters
By centering its brand narrative on long-term scientific research, the company seeks to reposition its luxury offerings within the competitive beauty market. This approach underscores a broader strategic pivot toward science-driven luxury.
The development of the NAD Power24 ingredient involved 13 years of focused research. The presentation took place before an audience of approximately 300 global opinion leaders.
The players
LG Household & Health Care
This South Korean consumer goods company has operated for approximately 80 years since its founding in 1947.
The History of Whoo
This is a premium skincare brand managed by LG Household & Health Care that integrates traditional oriental medicine concepts.
The details
Researchers developed NAD Power24 specifically to improve skin penetration and the delivery of NAD into the dermis. The History of Whoo brand, which previously saw its Hwanyu line featured at the 2025 APEC summit, used the summit to highlight its shift toward longevity science.
Timeline
The company was founded in 1947 with the launch of Lucky Cream.
The Hwanyu line served as an official gift during the 2025 APEC summit in Gyeongju.
The Financial Times Luxury Summit took place in Bangkok on October 20, 2026.
Culture Shift
This development reflects the luxury beauty industry's pivot toward longevity science as a key differentiator. The shift moves brands away from simple cosmetic benefits toward clinical-grade, research-intensive formulations.
Consumers can expect future luxury skincare products to emphasize longevity benefits and advanced delivery systems based on this research. These shifts in product formulation may change the price point and effectiveness claims seen in high-end cosmetic aisles.
The takeaway
Longevity science is rapidly becoming a central pillar for established luxury brands aiming to modernize their product efficacy. Consumers should prioritize ingredient research when evaluating premium skincare investments to separate clinical innovation from marketing trends.
Further reading
For more on the latest developments in premium skincare, explore our Beauty section.
Source note: This article includes information reported by Business Korea.
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