What kind of company is “Moonshot Korea Co., Ltd.”?

Moonshot Korea, a global beauty brand under the COSMAX Group, bridges the heritage and technology of K-beauty. As the world’s leading cosmetics R&D and manufacturing company, COSMAX signed an agreement with the Korea National University of Cultural Heritage in 2023 and has since been conducting research to preserve and advance traditional Korean makeup culture. The brand “Princess Hwahyeop” emerged from these efforts. It is a modern reinterpretation of the aesthetics and craftsmanship of the Joseon royal court and represents a collection designed to share Korea’s traditional beauty culture with the world.

Why did you choose to focus on “Princess Hwahyeop”?

Princess Hwahyeop was the daughter of King Yeongjo, the 21st ruler of the Joseon Dynasty, and the elder sister of Crown Prince Sado. She is remembered for her intelligence, beauty, and filial devotion. Though she passed away at a young age, the blue-and-white porcelain cosmetic containers and rouge artifacts excavated from her tomb are considered valuable relics that reflect the refined aesthetics and makeup culture of the Joseon royal court. Inspired by the historical significance and artistic beauty of these relics, COSMAX developed the “Princess Hwahyeop” brand as a modern reinterpretation of her grace and sentiment. Through this, the company created not just a cosmetic product, but a cultural beauty souvenir that embodies the traditions, artistry, and stories of the Joseon Dynasty.

What did you focus on most when creating the product?

The most important question was how to express the dignity of Joseon royal beauty culture in a modern way. The blue-and-white porcelain container, protected by a design patent, is a handcrafted piece made by artisans. Its subtle ivory tone and deep cobalt blue embody the refined elegance and noble spirit of the royal court. In addition, COSMAX applied its scent restoration technology, Scenteritage®, to recreate the fragrance of crape myrtle blossoms from Byeongsanseowon Confucian Academy in Andong. While preserving the essence of the traditional yeonjigo, a natural rouge made with beeswax and safflower extract – the formula was enhanced for a smoother texture and greater moisturizing comfort. It is not merely a lip balm but a piece that captures the beauty and fragrance of the Joseon Dynasty.

What challenges did you face during the production process?

Because Hwahyeop Yeonjigo is contained in blue-and-white porcelain vessels handcrafted by traditional artisans, each piece is unique. Even the slightest variations underwent meticulous inspection, which made mass production difficult. The process also resulted in a low yield rate and longer production time, but we refused to compromise in order to uphold the philosophy of royal dignity. Instead, through this demanding process, the product was completed as a one-of-a-kind creation imbued with true craftsmanship.

What was the most rewarding part of participating in the contest?

This contest was an opportunity to recognize the potential of transforming the beauty of tradition into industry. Seeing the variety of entries reminded me once again of the depth and breadth of Korean tradition, and I also realized how deeply tourists appreciate traditional aesthetics. During the judging process, when I heard the comment, “This is not just a cosmetic product but a piece of cultural heritage,” I felt truly proud. That moment reaffirmed my belief that tradition itself is a source of competitiveness.

What are your future goals?

“Hwahyeop Yeonjigo” is only the beginning. We plan to continue expanding the blue-and-white porcelain collection that reinterprets the aesthetics of the Joseon royal court for the modern era. Upcoming products include “Miango (moisturizing multi balm)” and “Miangaji (gua sha facial massage tool),” as well as the “Hwadam” line of porcelain diffusers inspired by the scent of crape myrtle blossoms from Byeongsanseowon Confucian Academy. Moving forward, we will continue developing sustainable K-beauty products rooted in Korean tradition and strive to introduce the elegance and fragrance of the royal court to people around the world.