House of Hur

House of Hur is a South Korean beauty brand that combines skincare with makeup, founded at the end of 2020 by the Korean beauty influencer Sunny Dahye [9]. The company is based in Seoul and frames its work around a community it calls "HURFRIENDS," positioning itself, in its own words, as redefining K-beauty "to be accessible for all."

The brand pairs an influencer-led origin with a hybrid product philosophy summed up in its tagline, "Where Skincare Meets Makeup." It remains active, with current product lines on its official site and distribution across Asia, Europe and North America.

House of Hur grew out of the personal background of Sunny Dahye, a Korean influencer raised in Bali, Indonesia. According to editorial coverage, she launched the brand with the aim of bridging the Korean and Indonesian beauty industries, drawing on both [8]. Its first product was the Garden Multi Sleek Pot, a skincare-infused three-in-one pot for the eyes, cheeks and lips, with shades enriched by natural oils such as rosehip, camellia and chamomile [9].

The founding year is not stated on the brand's own website. It is corroborated instead by dated editorial coverage, including a Female Daily article from 17 November 2020 announcing the launch and a follow-up review in January 2021 [9].

Attribution of the founder differs by source. Editorial outlets consistently name Sunny Dahye as the brand's creator [7]. The legal company filing for the operating entity, House of Hur Korea Co., Ltd., lists Lee Hae-yong (이해용) as CEO and representative [3] — a corporate officer who is not necessarily the same as the creative founder. The brand's own account ties the name to its founder's surname: "Hur" combines that surname with "Her," meant to symbolise femininity, while "House" stands for the HURFRIENDS community.

House of Hur describes itself as a K-beauty brand built around inclusivity and community, dedicated to helping people "express their unique beauty and personality." The company says it engages its HURFRIENDS community "in every aspect—from product design to global expansion." Its stated values centre on inclusivity, sustainability, empowerment and self-expression.

Editorial sources describe the brand's approach as makeup that enhances natural features through soft colour and skin-friendly textures, favouring lightweight, hydrating formulas over heavy coverage [8]. The brand presents its products as suitable for both beginners and more experienced users.

The defining idea across the range is skincare-infused makeup. The Glowy Ampoule Tint, described by one retailer as the brand's most famous product, is a lipstick-balm hybrid made with honey extract and what the brand lists as 15 vitamins [7]. The Moist Ampoule Blusher is built around a high proportion of hydrating essence and aimed at dry skin seeking a dewy finish.

On the skincare side, the Weightless Sun Fluid offers SPF 50+ PA++++ protection and is formulated with Jeju yuja extract and New Zealand honey, marketed as a white-cast-free, non-sticky sunscreen [7]. The Clearing Skin Prep Essence Pad uses the exfoliating acids AHA, BHA and PHA together with red beet extract. The brand has more recently introduced a matcha-based skincare line, featured on its Korean homepage.

According to one editorial source, all House of Hur products are made in Korea [7]. The company states a commitment to "sustainability, ethical practices, cruelty-free development, and eco-friendly ingredients" [5]; the cruelty-free claim is brand-stated rather than independently certified.

House of Hur sells through a mix of specialist beauty retailers and online marketplaces across several regions. These include YesStyle, Stylevana, Olive Young Global, Sephora Hong Kong and Qoo10 in the Asia-Pacific region; Amazon in the United States; and iHerbin Europe.

The company is headquartered in Seoul, though its filings list two different addresses. The legal company-information page records an office in Gangnam-gu (541 Eonju-ro) [3], while the English global site gives an address in Yeongdeungpo-gu (150 Yeongdeungpo-ro), under the entity "House of Hur Korea Inc" [5]. Both addresses are within Seoul. No parent company is recorded in the available sources.

House of Hur is an active brand. Its Korean site features a current matcha skincare line, its legal sales registration carries a 2026 reference number, and its products remain in live distribution across Asia, Europe and North America [1]. The brand operates across multiple regions but has not been documented at a global flagship scale.