Since the release of AmorePacific’s Sulwhasoo First Care Serum (YoonJo Essence: 60ml/80,000 won or $69 US), sales have reached 100 billion won, or approximately $87 million US, a first for the industry, according to the company’s President and CEO Kyung-Bae Suh. He recently announced the record-breaking sales for Sulwhasoo, the company’s luxury brand of cosmetics made from Korean medicinal herbs.

First Care Serum has been Sulwhasoo’s best-selling product since its introduction in 1997, the same year thebrand was established. Total sales of this leading product have reached more than 16.2 million won, with 1.75 million won this year alone. That equals 9.2 sales per minute during 2011 (based on 9.5 business hours/day in department stores), according to the company. In addition to performing strongly in the domestic market, First Care Serum has been Sulwhasoo’s most popular product across the globe, since its launch in Hong Kong (2004), the USA (2010) and China (2011).

According to AmorePacific, First Care Serum is a pioneer in a product category because it is applied immediately after face-washing instead of after skin emulsion. Sulwhasoo has made product improvements, and tested new materials during renewal efforts in 2004 and 2009. Large 100ml capacity bottles were released during the launch in New York (2010) and in China (2011) to meet customer needs. These limited edition bottles received positive responses from both Korean and overseas customers.

“Sulwhasoo is a global brand rooted in Asia’s profound wisdom and oriental medicine’s esthetics,” said Jin-Soo Jeon, vice president of the Luxury BM Marketing department at AmorePacific. “First Care Serum embodies that philosophy and couples it with cutting-edge technology. The 100 billion record sales could only be achieved with our customers’ deep trust and care, and we will continue our efforts to become the No.1 luxury serum beloved among women throughout the world.”