Is K-Wellness The Next K-Beauty? Riley House and the Rise of Holistic Intimate Care

Seoul-based Riley House wants to bring Korean self-care and intimate wellness rituals into American homes. The brand has launched in the United States with a collection of body and ingestible products featuring traditional Korean ingredients like mugwort and angelica leaf extract. Riley House co-founders Grace Son and Mina Jang met in 2017 as members of the North American sales team of Umma, a global distribution startup bringing K-Beauty brands to the U.S. Their experience inspired Son and Jang to develop Riley House to share their story and heritage with American customers. In April 2018, it curated a 10-step K-Beauty skincare box, “The Case Full of Seoul,” for Costco. The box was a huge success and sold out in three months.

The Evolution of K-Beauty and Ancestral Wisdom

The impact of K-Beauty on the American beauty landscape can’t be overstated. Since its arrival in the U.S. over a decade ago, it became—and remains—a sensation led by companies like Peach & Lily, Soko Glam and Dr. Jart+. The “skintellectual” movement is heavily influenced by K-Beauty’s ingredient-forward formulas and elaborate protocols. “People tend to think kimchi is the only superfood from Korea, but there are hundreds of Korean ancestral ingredients that hold generational wisdom that is yet untold in the beauty industry.”

Korean spas have played a large role in familiarizing Americans with Korean beauty, bathing and wellness rituals. These often massive establishments incorporate women’s wellness practices. Many offer vaginal steaming, a centuries-old Korean treatment purported to help detoxify, boost circulation and reduce menstrual pain, among various benefits.

A Holistic Approach to Head-to-Toe Self-Care

Riley House aims to be a self-care brand, a concept that Son and Jang say encompasses intimate wellness. “It’s a holistic thing. You have to take care of your whole body. There’s no boundaries to self-care. We want to be a head-to-toe self-care brand,” explains Jang. While Riley House’s Ready For Intimacy Moisturizer can be used as a lube, the brand calls it an intimate moisturizer to lean into the self-care aspect of the product. This reflects a broader trend where retailers like Olive Young are picking up feminine care and sexual wellness products from emerging brands.

Beyond products, the K-Wellness concept focuses on internal health. K Wellness is holistic med spa in Long Beach, CA. Our goal is to help people cultivate health and wellness through holistic medical services. By improving the body’s internal conditions through an array of unique treatment combinations, you’ll be able to heal faster, prevent the development of future illness, and radiate youth and vitality both inside and out! There is no single solution to achieving health and feeling beautiful. That’s precisely what we mean at K Wellness when we say holistic – approaching health from all angles to prevent illness from occurring in the first place.

Riley House Product Lineup and Pricing

• Time To Wellness Whole Body Wash: $25
• Ready For Intimacy Moisturizer: $28
• Female Wellness Mugwort Bath Soak: $20
• Green Elixir Pure Mugwort Powder: $18

Available Holistic Wellness Services

To support your body and overall wellbeing, the following services are often utilized in a holistic medical setting:

• IV Nutrient Therapy: Designed to ignite your energy levels and help you glow from the inside out.
• Hyperbaric Oxygen Therapy: Used for managing pain, aging, and energy levels.
• PRP/PRF Rejuvenating Cream: A natural solution directed to the root of the problem.
• 360 Cryo-Sculpting: Part of a natural approach to healing and body maintenance.
• Frequency Specific Microcurrent (FSM): Tailored to specific patient needs for recovery.