The Crème Shop, a North American subsidiary of LG Household, presents its booth at Cosmoprof, North America's largest beauty trade show, held in Las Vegas from July 13 to 15. [LG Household]
The Crème Shop, a North American subsidiary of LG Household, presents its booth at Cosmoprof, North America's largest beauty trade show, held in Las Vegas from July 13 to 15. [LG Household]

LG Household said Tuesday it is accelerating its push into global markets, leading with two brands: Euthymol and The Crème Shop.

The company participated in Cosmoprof, a beauty trade show held in Las Vegas from July 13 to 15, where it showcased brand innovations from both Euthymol and The Crème Shop.

Euthymol designed its booth around the signature "intense purple" color of its flagship Euthymol Purple Corrector Toothpaste. The space featured a "Stain Lab" whitening experience room where visitors could try the product firsthand, along with an oversized toothpaste installation and a photo zone.

The Stain Lab demonstrated the color-correction technology behind the toothpaste and drew enough attention to be covered by local broadcast station KTLA. Euthymol's purple booth was also named one of the top five booths by Cosmoprof's official content creator program.

The Crème Shop, LG Household's North American subsidiary, used the show to unveil its rebranded identity. The company introduced "LA Vibe K-Beauty Coded" — a fusion of Los Angeles street sensibility and K-beauty — as its new direction, targeting Generation Z and Alpha consumers in the United States.

On the show floor, The Crème Shop presented its flagship Kiss & Blush product alongside three lines slated for release in the second half of the year: Heat Up Glow Up, Cool Quench and Phone Crush. Heat Up Glow Up and Cool Quench are masks developed with inspiration from Korean spa therapy. The brand's experience zone received an award from New You Magazine, a local beauty trade publication.

"We will build brand recognition and solidify our position as a company leading 'Intelligent K-Beauty,' backed by our distinctive R&D capabilities," an LG Household official said.


spa@heraldcorp.com