Why Mediheal bets heavily on golf?

This is the second in a series of interview stories and feature stories about L&P Cosmetic, a company behind the globally popular facial sheet mask brand Mediheal, introducing the philosophies, insights and future strategies of leaders of the K-beauty company. — ED Bae So-hyun, a 33-year-old Mediheal-sponsored golfer on the Korea Ladies Professional Golf Association (KLPGA) Tour, was touched when she had dinner last year with Kwon Oh-sub, chairman of L&P Cosmetic, which operates the beauty brand. The timing was not ideal for her. Shortly before the dinner, she missed the cut at the U.S. Women’s Open in Wisconsin in May after shooting 7 over par. After winning three titles in 2024, the most among KLPGA players that year, her hunger for another victory had only grown, but a fourth win remained out of reach. Her cutoff in the United States, combined with her prolonged winless stretch, left her in a deeper emotional slump. But Kwon neither criticized her nor suggested ending the sponsorship. Instead, he offered words of encouragement. “He told me I didn't have to win. He told me to just