Core Insights - L'Oréal plans to discontinue the Gowoonsesang Cosmetics business acquired last year, focusing solely on the Dr.G brand [1][9] - The decision affects all Gowoonsesang brands except Dr.G, including the makeup brand Healus and the vegan brand Vivid Draw [3][9] Brand Focus - Healus, launched in February 2024, is a makeup brand that aimed to promote comfortable and healthy beauty [4][6] - The brand has been operational for less than two years before being discontinued [6] Acquisition Context - L'Oréal announced the acquisition of Gowoonsesang Cosmetics in December last year, and the focus on Dr.G comes less than a year after the acquisition [7][9] - The business line will be renamed to "L'Oréal Korea–Dr.G," simplifying the brand identity [9] Strategic Implications - L'Oréal's decision to focus on Dr.G aligns with its broader strategy of streamlining operations and concentrating on brands with the highest growth potential [10][13] - The company has previously shown a preference for Dr.G in its communications regarding the acquisition [10] Market Trends - The trend of discontinuing non-core brands is not unique to L'Oréal, as other major beauty companies like Unilever and Kao have also announced brand closures amid increasing competition and economic pressures [16]