Korea, Lush team up to boost bean consumption with use in products

Lush Korea and the Agriculture Ministry signed a memorandum of understanding aimed at expanding the consumption of locally farmed beans.

Minister of Agriculture, Food and Rural Affairs Song Mi-ryung, second from the left, and Lush Korea CEO Woo Mi-ryeong, far right, make the "Mask of Magnaminty" Power Mask with domestically sourced red bean at Lush Korea's Gangnam branch in southern Seoul on Monday. [SEO JI-EUN]

Lush Korea signed an agreement with the Ministry of Agriculture, Food and Rural Affairs to expand the use of locally sourced beans in its cosmetics products.

The two signed a memorandum of understanding on Monday, aimed at diversifying the consumption of domestic beans and pulses.

The Korean branch of the U.K. cosmetics maker already utilizes domestic ingredients in some 80 of its products, but the exact proportion within its entire catalog remains undisclosed.

Of them, its iconic "Mask of Magnaminty" Power Mask — commonly referred to as the "Shrek Pack" due to its green tint — and the "Don't Look at Me" and "Cosmetic Warrior" Fresh Face Masks incorporate domestically sourced red beans from Yecheon County in Gangwon and tofu from Eumseong County in North Chungcheong.

Minister of Agriculture, Food and Rural Affairs Song Mi-ryung, left, and Lush Korea CEO Woo Mi-ryeong, pose for a photo following the signing of a memorandum of understanding aimed at generating new demand and broadening the consumption of domestically produced beans and pulses on Monday. [MINISTRY OF AGRICULTURE, FOOD AND RURAL AFFAIRS]

Under the agreement, Lush Korea will further integrate domestic beans and pulses into a broader range of its products.

The Agriculture Ministry will ensure that Lush Korea has a stable supply, which is crucial given the typically short shelf life of its products. The ministry will also provide vital information on domestic bean varieties, production sites and output levels.

Beyond meeting consumer demand, the collaboration aims to reshape perceptions of domestic beans and pulses, highlighting their lesser-known value as cosmetic ingredients.

"This partnership signifies mutual cooperation between a global company and Korean agriculture," said Agriculture Minister Song Mi-ryung during the ceremony on Monday. "We will foster new demand and diversify consumption of domestic beans and pulses, and ensure easy access to high-quality domestic bean products."

The government is promoting the consumption of domestically produced beans to stabilize the market to ultimately bolster self-sufficiency.

In 2023, soybean production in Korea increased by 8.9 percent on year to reach 141,477 tons. Despite the growth, consumer awareness remains relatively low. In response, the government plans to support the commercialization of domestically grown beans to stimulate demand, including through partnerships with companies.

Lush Korea hopes to export domestically grown beans to countries in Southeast Asia, where its branches lack their own manufacturing facilities.

"I believe our agreement with the Agriculture Ministry, providing an opportunity to directly offer customers locally produced high-quality agricultural products, would be well-received at our U.K. headquarters," the head of Lush's Korean branch said. "It would be ideal if domestically produced soybeans could be supplied to Lush in Southeast Asia."

BY SEO JI-EUN [seo.jieun1@joongang.co.kr]