Beauty
Dr. Althea
Dr. Althea (닥터알티아) is a South Korean vegan skincare brand founded in 2014 under The Pure Lab, a Seoul-based beauty company. The name draws from Althaea officinalis, a medicinal plant prized for its soothing and hydrating properties, and from the hibiscus, South Korea's national flower. The brand positions itself at the intersection of dermatological science and botanical care, formulating products without parabens, mineral oils, or known irritants.
Its hero product, the 345 Relief Cream, crossed 20 million cumulative units in sales and earned recognition at the 2025 Olive Young Awards, cementing the brand's credibility as a serious player in the Korean skincare market. The product's low-irritation formula, designed for sensitive skin, drove adoption across domestic and global markets simultaneously.
Dr. Althea's brand philosophy, "When Skin Heals, You Bloom," underpins everything from formulation to creative direction. That language found its clearest expression in March 2026, when The Pure Lab named Jang Wonyoung of IVE as global brand ambassador, pairing the announcement with a campaign that captured her in understated, everyday moments rather than the glamour typically associated with idol endorsements. The partnership coincided with The Pure Lab's planned relocation to Park One in Yeouido and a 500 billion won sales target for 2026.
Dr. Althea sells directly through its global e-commerce site and internationally through Amazon. The brand has built a following across Instagram, TikTok, and YouTube, with its global channel @dr.altheaglobal tracking close to 260,000 followers.
1 articlesdoctoraltheaglobal.com
Gallery
Jang Wonyoung in the Dr. Althea Global Ambassador campaign, February 2026
Ambassadors & Partners
2026
Dr. AltheaEndorsement
Fans Also Ask
What is Dr. Althea known for?
Dr. Althea is a South Korean vegan skincare brand best known for its 345 Relief Cream, a low-irritation formula for sensitive skin that has sold over 20 million units globally. The brand was recognized by Allure and Vogue Korea and has expanded into Ulta Beauty in the US, with Jang Wonyoung of IVE as its global ambassador since March 2026.
Who is Dr. Althea's brand ambassador?
In March 2026, The Pure Lab announced Jang Wonyoung of IVE as Dr. Althea's global brand ambassador. The partnership launched February 28, 2026 with a campaign teaser focused on quiet, everyday moments, positioning Wonyoung's clean, luminous image in direct alignment with the brand's vegan, dermatologist-developed philosophy.
What company owns Dr. Althea?
Dr. Althea is a skincare brand under The Pure Lab Co., Ltd., a South Korean beauty company headquartered in Mapo-gu, Seoul. The Pure Lab is targeting 500 billion won in total sales for 2026 and plans an IPO on the Korean Stock Exchange. Dr. Althea is the company's flagship brand alongside the Beplain line.
Is Dr. Althea cruelty-free and vegan?
Dr. Althea formulates its products without parabens, mineral oils, or irritating substances and positions itself as a high-end vegan skincare brand. Products are developed in certified, cruelty-free labs in South Korea. The brand name references Althaea officinalis, a medicinal plant prized for soothing properties, reflecting its botanical-first ingredient philosophy.
Where can I buy Dr. Althea products?
Dr. Althea products are available globally through doctoraltheaglobal.com, which ships internationally, as well as K-beauty platforms like YesStyle and the brand's official Amazon store. In the United States, Dr. Althea launched nationwide at Ulta Beauty in October 2025, marking its biggest Western retail expansion. In South Korea, products are available through major beauty retailers and the brand's domestic online channels.
