By Hannah Muehlberger

From May 7–9, THE WHOO, Korea’s most iconic luxury beauty brand, made its highly anticipated U.S. debut with an immersive exhibition at FRIEZE New York—offering guests a rare opportunity to explore the brand’s royal heritage, high-performance skincare technology, and world-renowned prestige.

Fashion icon and entrepreneur Nicky Hilton Rothschild made a special appearance at the exhibition, where she experienced the brand firsthand and joined guests in discovering the ancient rituals and rare ingredients that define THE WHOO’s legacy.

The experience spotlighted The Imperial Youth Collection, a skincare line powered by 30-year-old Rare Wild Ginseng and retailing up to $530, bringing a new level of luxury and innovation to the K-Beauty space. Rare Wild Ginseng is a rooted plant known for its antioxidant, anti-inflammatory, and anti-aging properties.

The growth cycle of ginseng varies greatly depending on its environment. Cultivated ginseng, grown under controlled conditions, is typically harvested after six years. Wild ginseng, on the other hand, endures the harsh, untouched wilderness for over 30 years before it’s harvested. Its resilience and slow, steady growth have made it a revered ingredient in traditional Korean medicine. Ginseng’s ability to repair itself has captivated people for centuries. After 19 years of research, THE WHOO captured its everlasting vitality in Timeless Longevity™. This proprietary complex fights visible signs of aging, like fine lines and loss of elasticity. What began as a quest to capture its vitality for youthful skin, their studies have evolved over the years to include studying its roots (2015) and exploring the microorganisms that coexist with it (2021).

For this presentation at Frieze New York 2025, THE WHOO brings together three emerging South Korean artists who embody ways that traditional craft practices, which reached their apogee in palace culture, can inspire contemporary making. Artists included Jian Yoo, Ok Kim, and Subin Seol. The three artists’ works explore beauty through very particular contemporary application of traditional Korean craft techniques, as they explain in this video.

The WHOO’s Imperial Youth Concentrate Serum is a high-potency face serum within their Imperial Youth ritual. Its decadently creamy consistency envelops skin in a wave of nourishment, leaving it silky smooth, hydrated, and refined. Infused with Wild Ginseng Ginsenoside™ and Senofence™, this rich serum is designed to help address visible skin-aging concerns, such as dryness, dullness, fine lines, and wrinkles.

Included in the collection is their Imperial Youth Cream, a sumptuous cream powered by science and nature. This rich, buttery moisturizer effortlessly melts into skin, instantly improving complexions and imparting a plump, luminous glow.

The Imperial Youth Contour Eye Cream is a velvety elixir gently glides onto the delicate eye area, creating a nourishing veil of moisture, radiance, and rejuvenation. Imperial Youth Contour Eye Cream was formulated to help smooth and firm the fragile skin area around the eyes while visibly supporting refinement of dark circles, wrinkles, and dryness.

Held at The Shed in Hudson Yards during Frieze, the exhibition offered editors, tastemakers, and beauty insiders a moment of beauty, culture, and modern heritage in the heart of the contemporary art world.