Holika Holika is a prominent South Korean cosmetics brand established in 2010 and owned by the company ENPRANI Co., Ltd.. Enprani itself was founded by the major Korean conglomerates Samsung and CJ Group.

Company Vision and Philosophy

The brand’s vision is to provide fun, practical, and high-quality cosmetic products that help consumers, both women and men, enhance their natural beauty. They aim to make the process of skincare and makeup an enjoyable experience, with products designed to deliver “surprising and wonderful results”.

The name “Holika Holika” is a fusion of:
The English suffix “-holic,” signifying addiction.
The Korean word “holida” (홀리다), which translates to temptation.

Products and Target Audience

Holika Holika is known for its unique, eye-catching, and often playful packaging that appeals to young, style-conscious consumers. The brand offers a wide range of affordable products, including:

Skincare:
Cleansers, toners, serums, creams, facial masks (such as their popular Aloe 99% Soothing Gel), and specialized lines for various skin types and concerns.

Makeup:
Foundation, eyeshadow, lipstick, mascara, and other items with light, breathable textures.

Their products utilize high-quality, often natural and skin-friendly, ingredients and innovative formulas developed in collaboration with institutions like the SALK Institute.