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The Face Shop new logo, identity and packaging
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The Face Shop
latest identity
Founded in 2003 and headquartered in Seoul, The Face Shop is a popular K-Beauty skincare and cosmetics manufacturer, retailer, and franchise business. It is a subsidiary of LG Household & Health Care. Its products include body care, bath products, skin care, and makeup aimed at both women and men. As of April 2012, it had 930 stores in 24 countries. In December 2005, The Face Shop entered the Vietnamese market with HSV Group as the exclusive distributor for the brand in Vietnam. Since then, it has expanded to 70+ stores in 16 cities throughout the country. In 2023, after two decades since its establishment, the brand decided to undergo its third rebranding in history to align with changing consumer preferences and market trends, focusing on sustainability, clean beauty, and a modern visual identity.
The Face Shop's original logo, introduced in 2003, featured a tree and a leaf, directly referencing natural ingredients, and used the slogan 'Natural Story'. In 2016, the brand underwent a significant change in its visual identity while maintaining its focus on the power of nature. They introduced a new logo that represented the goddess of beauty, symbolizing nature's timeless beauty and commitment to delivering endless beauty to customers. This new brand visual was characterized by a blend of classicism and baroque with a bold, luxurious feel, deeply rooted in Greek mythology. The logo emblem was inspired by the elegance of nature, creating a strong connection with the brand's core values at the time, which included a focus on natural ingredients, timeless beauty, and providing high-quality products to consumers.
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