Mediheal golfers swing with confidence, appreciation

Mediheal golfers Bae So-hyun, Lee Da-yeon and Kim A-lim said L&P Cosmetic chairman Kwon Oh-sub encouraged them to keep playing without pressure to win. The company says its Mediheal Golf Team has become a rare and successful sports marketing investment by a beauty brand. L&P Cosmetic also supports injured players, junior golfers and a yearly KLPGA-sponsored event.

Bae So-hyun won the Aurora World Ladies Championship in Wonju, Gangwon Province, in August 2025 after ending a long winless stretch.

Lee Da-yeon won the Hana Financial Group Championship in September 2025 after recovering from a car accident and multiple surgeries.

L&P Cosmetic said the Mediheal Golf Team had seven wins, four runner-up finishes and 70 top-10 finishes last year.

The company said four players joined the team ahead of the start of this year’s KLPGA season in January, and it planned to donate 80 million won to schools chosen by the new recruits.

Since 2024, L&P Cosmetic has been title sponsor of the KLPGA Chairman’s Cup Women’s Amateur Golf Championship and runs the Mediheal Junior Mentoring Program for six middle school students each year.

Published Sep 11, 2026 12:01 pm KST

Beauty company's unconventional sponsorship model puts long-term athlete support ahead of immediate results

L&P Cosmetic Chairman Kwon Oh-sub poses with Mediheal Golf Team players in this undated photo. Courtesy of L&P Cosmetic

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 keep golfing and doing what I love without getting hurt. I think the chairman also saw that I was too eager to win. It gave me a chance to play the (Aurora World Ladies Championship) tournament with psychological comfort, so I was very grateful," Bae said.

She ended up winning the Aurora World Ladies Championship in Wonju, Gangwon Province, in August 2025, putting an end to her winning drought.

Bae was not the only Mediheal-sponsored golfer to find encouragement during a difficult stretch, as Lee Da-yeon, another KLPGA golfer brandishing Mediheal on her cap and apparel and with 10 career wins under her belt, also endured a prolonged slump before finding her way back to the winner’s circle at the Hana Financial Group Championship in September 2025. The win was particularly important because she had suffered a car accident and was recovering from multiple surgeries.

Mediheal Golf Team's Lee Ye-won makes her second shot on the second hole during the first round of the KLPGA Tour's Mediheal-Hankook Ilbo Championship at Montvert Country Club in Pocheon, Gyeonggi Province, Aug. 14, 2025. Korea Times photo by Ha Sang-yun

Lee, who has been with the Mediheal Golf Team since its establishment in 2017, attributed her dramatic comeback to Kwon as well.

"Mediheal not only provided medical support for my surgery and rehabilitation but also took meticulous care of my mind when I could have rushed for results,” Lee said after winning the Hana championship.

“I have run all the way here with my eyes set solely on winning the championship. I am deeply grateful to Kwon, who told me he just wanted to see me play golf happily even when my results weren't great."

Mediheal Golf Team has signed sponsorship contracts with 14 athletes, marking a rare investment in sports by a beauty technology company. L&P Cosmetic launched the team to raise public awareness of Mediheal, its flagship facial mask brand, which has grown into one of the world's most popular K-beauty labels.

Sponsorship means a significant foothold and a reputable credential for the players, allowing them to concentrate on playing and build up performance records. Kim A-lim was desperate for a sponsor during an off-season event ahead of the start of last year’s LPGA tour in January. L&P Cosmetic came to save her with only a week remaining until the season’s start. She returned the favor by winning the tour-opening Hilton Grand Vacations Tournament of Champions in Florida.

“I am thrilled to join Mediheal Golf Team as a new member during such a challenging and difficult time," Kim said after winning the tournament. “I’ve prepared for this season with a fresh mindset and my best effort. I want to show a more improved version of myself and share a lot of good news alongside Mediheal."

Mediheal Golf Team's Lee Da-yeon kisses her trophy after winning the KLPGA Tour's Aurora World Championship at Aurora Golf & Resort in Wonju, Gangwon Province, Aug. 2. The victory marked her 10th KLPGA Tour title. Courtesy of KLPGA

Sponsorship, influence

Outstanding performance is not what L&P Cosmetic demands from Mediheal Golf Team athletes. Instead, Kwon asks players to become influential figures for fellow athletes, golf fans and the broader public, both on and off the course.

Without pressure to win trophies or finish in the top 10, players are motivated to do their best out of appreciation for their sponsor.

That partnership helped establish the Mediheal Golf Team as the KLPGA’s most successful team last year, with the most tournament victories. In addition to one win each by Bae, Lee Da-yeon and Kim A-lim, Lee Ye-won won three titles and Park Hyun-kyung added another victory.

The results came as companies across the KLPGA increasingly suspended athlete sponsorships amid tougher economic conditions and rising business risks, putting players’ prospects at risk. L&P Cosmetic moved in the opposite direction, increasing its investment in sports marketing and drawing attention from both the beauty and golf industries.

“Thanks to our players doing their best in their respective positions last year, we achieved great success with seven wins, four runner-up finishes and 70 top-10 finishes,” an L&P Cosmetic official said. “Our newly recruited players accounted for six of those wins, demonstrating the success of our recruitment efforts.”

L&P Cosmetic also partners with Nanoori Hospital, a spine and joint specialist with four branches nationwide. Mediheal golfers who suffer injuries can receive treatment, while uninjured players can undergo checkups to maintain their physical condition.

Lee Da-yeon stepped away from the KLPGA Tour in July 2023 because of wrist and elbow injuries and underwent rehabilitation. In April of the following year, she won the Chris F&C KLPGA Championship. In tearful remarks after the victory, Lee said she had thought about “the painful surgery and rehabilitation, doubts about whether I would ever win another tournament, and the people who helped me.”

The company also provides financial supports for the players to use a training van at KLPGA tournaments, giving them a private space to exercise or rest and allowing them to maintain best condition each week. L&P Cosmetic described the vehicle support as a “distinctive system that has been in place since the Mediheal Golf Team was established.”

L&P Cosmetic also makes donations to schools selected by newly recruited team members. Ahead of the start of this year’s KLPGA season in January, four players joined the team. The company said it would donate a total of 80 million won ($58,000) to schools selected by the players.

“The donations are intended to express our appreciation to the schools that helped shape and nurture athletes who have grown into successful professionals,” the company said.

The company also supports promising young golfers, helping them develop their skills and compete internationally.

L&P Cosmetic discovered Jeong Ji-hyo, then a second-year student at Haksan Girls’ High School in Busan, in 2023 and began sponsoring her. Following year, she tied for 21st at the BMW Ladies Championship, competing alongside some of the world’s top players. She also emerged as a rookie standout by finishing fourth at last year’s season-opening Doosan We’ve Championship.

Top: Mediheal Golf Team's Jeong Ji-hyo, left, delivers a 10 million won donation from L&P Cosmetic to Haksan Girls' High School in Busan to support the education and training of junior athletes in May 2024. Bottom: A Mediheal Golf Team player receives a medical examination inside a bus operated by Nanoori Hospital during the CreaS F&C KLPGA Championship at Lakewood Country Club in Yangju, Gyeonggi Province, in May 2025. Courtesy of L&P Cosmetic

The company continued its investment in junior golfers this year by signing sponsorship contracts with amateurs Goo Min-ji and Song Ji-min.

Since 2024, L&P Cosmetic has served as title sponsor of the KLPGA Chairman’s Cup Women’s Amateur Golf Championship. By covering all tournament expenses and providing meals for participating junior players, the company aims to create an environment in which anyone can compete without financial burden.

The company also operates the Mediheal Junior Mentoring Program, which selects six outstanding middle school students each year. A total of 12 junior players are currently receiving on-course instruction and strategic guidance through rounds with former professional tour player Choi Hye-yong, who serves as their mentor. The program has drawn positive responses from players and their parents.

“The environment surrounding the golf industry has faced numerous challenges over the past few years,” KLPGA President Kim Sang-yeol said. “Although interest and support from fans have remained steady, the reality is that the sports industry as a whole is facing a crisis amid the global economic slowdown and weakening consumer sentiment.

“Nevertheless, the news that the Mediheal Golf Team is overcoming these difficult circumstances and preparing for a new leap forward by strengthening its roster through bold decisions is highly meaningful for the development of women’s professional golf. Mediheal is making a significant contribution to the advancement of women’s professional golf not only by operating a golf team, but also by hosting a regular KLPGA Tour event.

“The annual Mediheal-Hankook Ilbo Championship not only provides an excellent stage for players, but also brings great joy to fans.”

[PHOTO] Seo Kyo-rim claims Mediheal-Hankook Ilbo Championship

Baseball offers lifelong lessons for Mediheal chairman

Mediheal高尔夫球队队员裴昭贤、李多妍和金雅琳表示，L&P化妆品公司董事长权五燮鼓励她们继续参赛，不要给自己太大的输赢压力。该公司称，其Mediheal高尔夫球队已成为美容品牌在体育营销领域少有的成功案例。L&P化妆品公司还支持受伤球员、青少年高尔夫球手以及每年由韩国女子职业高尔夫球协会（KLPGA）赞助的赛事。

裴昭贤在江原道原州市举行的极光世界女子锦标赛上，结束了长期的不胜纪录，于 2025 年 8 月夺得冠军。

李多妍在经历了车祸和多次手术后，于 2025 年 9 月赢得了韩亚金融集团锦标赛冠军。

L&P Cosmetic 表示，Mediheal 高尔夫球队去年获得了 7 次冠军、4 次亚军和 70 次前 10 名。

该公司表示，在今年1月KLPGA赛季开始前，有四名球员加入了球队，并计划向新队员选择的学校捐赠8000万韩元。

自 2024 年以来，L&P Cosmetic 一直是 KLPGA 主席杯女子业余高尔夫锦标赛的冠名赞助商，并且每年为六名中学生运营 Mediheal 青少年指导计划。

发布于2026年9月11日韩国时间下午12:01

这家美容公司采用了一种非传统的赞助模式，将对运动员的长期支持置于短期效果之上。

L&P化妆品公司董事长权五燮与Mediheal高尔夫球队队员合影（照片日期不详）。图片由L&P化妆品公司提供。

这是关于L&P Cosmetic（旗下拥有全球知名面膜品牌Mediheal）系列访谈和专题报道的第二篇，旨在介绍这家韩国美妆公司领导者的理念、洞见和未来战略。—— ED

33 岁的裴素贤是韩国女子职业高尔夫协会 (KLPGA) 巡回赛上由 Mediheal 赞助的高尔夫球手。去年，她与经营该美容品牌的 L&P Cosmetic 董事长权五燮共进晚餐，深受感动。

对她来说，时机并不理想。就在晚宴前不久，她在五月份威斯康星州举行的美国女子公开赛上以高于标准杆7杆的成绩被淘汰出局。2024年，她赢得了三项冠军，是当年KLPGA球员中夺冠次数最多的，因此她对胜利的渴望更加强烈，但第四个冠军头衔仍然遥不可及。

她在美国被淘汰，加上长期未能获胜，使她陷入了更深的情绪低谷。

但权女士既没有批评她，也没有提出终止赞助。相反，他给予了她鼓励。

“他告诉我我不必非得赢。他告诉我只要继续打高尔夫，做我喜欢的事情，别受伤就好。我想主席也看出了我太渴望胜利了。这让我有机会以更平和的心态参加（奥罗拉世界女子锦标赛），所以我非常感激，”裴说道。

2025年8月，她在江原道原州市举行的极光世界女子锦标赛上夺冠，结束了她长达数年的冠军荒。

裴勇俊并非唯一一位在低谷期获得鼓舞的Mediheal赞助高尔夫球手。另一位KLPGA球手李多妍也曾经历过一段漫长的低迷期，她在帽子和服装上都印有Mediheal的标志，职业生涯已斩获10场胜利。直到2025年9月，她才在韩亚金融集团锦标赛上重返冠军宝座。这场胜利对她来说意义非凡，因为她此前遭遇车祸，并正在从多次手术中恢复。

2025年8月14日，在京畿道抱川市蒙特维尔乡村俱乐部举行的KLPGA巡回赛Mediheal-韩国日报锦标赛首轮比赛中，Mediheal高尔夫球队的李艺媛在第二洞击出第二杆。韩国时报摄影师河相允摄

自 2017 年 Mediheal 高尔夫球队成立以来就一直是该队成员的李，也将自己的强势回归归功于权。

“Mediheal 不仅为我的手术和康复提供了医疗支持，而且在我可能急于求成的时候，还细致地照顾了我的心理健康，”李在赢得 Hana 冠军后说道。

“我一路奔跑来到这里，目标只有一个：赢得冠军。我非常感谢权教练，他告诉我，即使我的成绩不理想，他也只希望看到我快乐地打高尔夫。”

Mediheal高尔夫球队已与14名运动员签署赞助合同，这标志着美容科技公司对体育领域的投资实属罕见。L&P Cosmetic成立这支球队旨在提升其旗舰面膜品牌Mediheal的公众知名度，该品牌已发展成为全球最受欢迎的韩国美妆品牌之一。

赞助对于球员来说意味着重要的立足点和良好的声誉，使她们能够专注于比赛并积累成绩。去年LPGA巡回赛于1月开赛前，金雅琳在休赛期急需赞助商。L&P化妆品公司在赛季开始前一周伸出援手，帮助她渡过难关。作为回报，她赢得了在佛罗里达州举行的巡回赛揭幕战——希尔顿度假俱乐部冠军赛的冠军。

“能够在这个充满挑战和困难的时期加入Mediheal高尔夫球队，我感到非常激动，”金在赢得比赛后说道。“我已经以全新的心态和最佳状态迎接这个赛季。我希望展现出更优秀的自己，并与Mediheal一起分享更多好消息。”

8月2日，在江原道原州市奥罗拉高尔夫度假村举行的KLPGA巡回赛奥罗拉世界锦标赛上，Mediheal高尔夫球队的李多妍夺冠后亲吻奖杯。这是她获得的第十个KLPGA巡回赛冠军头衔。图片由KLPGA提供。

赞助、影响力

L&P Cosmetic 对 Mediheal 高尔夫球队运动员的要求并非仅仅是卓越的竞技表现。相反，Kwon 希望球员们无论在球场内外，都能成为其他运动员、高尔夫球迷以及广大公众的榜样。

由于没有赢得奖杯或进入前十名的压力，球员们出于对赞助商的感激之情，会尽力做到最好。

这一合作关系助力Mediheal高尔夫球队成为去年KLPGA最成功的球队，赢得了最多的赛事冠军。除了裴斗娜、李多妍和金雅琳各自赢得一场胜利外，李艺媛斩获三项冠军，朴贤京也贡献了一场胜利。

由于经济形势严峻和商业风险上升，KLPGA旗下各公司纷纷暂停对运动员的赞助，这危及了球员的职业前景。与此同时，L&P Cosmetic却反其道而行之，加大了对体育营销的投资，吸引了美容和高尔夫行业的关注。

L&P Cosmetic的一位官员表示：“感谢我们队员去年在各自位置上的最佳表现，我们取得了巨大的成功，获得了7个冠军、4个亚军和70个前十名。我们新招募的队员贡献了其中的6个冠军，这证明了我们招募工作的成功。”

L&P Cosmetic 还与 Nanoori 医院合作，该医院是一家脊柱和关节专科医院，在全国设有四家分院​​。Mediheal 高尔夫球手受伤后可在此接受治疗，而未受伤的球手则可以进行体检，以保持身体健康。

李多妍因手腕和肘部伤势于2023年7月退出KLPGA巡回赛，并接受康复治疗。次年4月，她赢得了克里斯F&C KLPGA锦标赛冠军。赛后，李多妍含泪表示，她想起了“痛苦的手术和康复过程，曾怀疑自己是否还能再次赢得比赛，以及所有帮助过她的人”。

该公司还为球员提供经济支持，使其能够在KLPGA锦标赛期间使用训练用车，为她们提供私人空间进行锻炼或休息，帮助她们每周保持最佳状态。L&P Cosmetic公司将这项车辆支持描述为“自Mediheal高尔夫球队成立以来就一直沿用的一项独特系统”。

L&P Cosmetic还会向新招募的团队成员选择的学校捐款。在今年1月KLPGA赛季开始前，四名球员加入了该团队。该公司表示，将向球员选择的学校捐赠总计8000万韩元（约合5.8万美元）。

该公司表示：“这些捐款旨在表达我们对那些帮助塑造和培养运动员的学校的感激之情，这些运动员已经成长为成功的专业人士。”

该公司还支持有潜力的年轻高尔夫球手，帮助他们提高技能并参加国际比赛。

2023年，L&P化妆品公司发现了当时就读于釜山鹤山女子高中二年级的郑智孝，并开始赞助她。次年，她在宝马女子锦标赛上与一些世界顶尖选手同场竞技，最终并列第21名。此外，她还在去年的赛季揭幕战斗山We've锦标赛上获得第四名，展现了新秀的耀眼实力。

上图：2024年5月，Mediheal高尔夫球队的郑智孝（左）代表L&P化妆品公司向釜山鹤山女子高中捐赠1000万韩元，用于支持该校青少年运动员的教育和训练。下图：2025年5月，在京畿道杨州市莱克伍德乡村俱乐部举行的CreaS F&C KLPGA锦标赛期间，Mediheal高尔夫球队的一名队员在由Nanoori医院提供的巴士内接受体检。图片由L&P化妆品公司提供。

今年，该公司继续投资青少年高尔夫球手，与业余选手具敏智和宋智敏签订了赞助合同。

自2024年起，L&P Cosmetic 成为 KLPGA 主席杯女子业余高尔夫锦标赛的冠名赞助商。该公司承担所有赛事费用并为参赛青少年球员提供餐食，旨在创造一个让所有人都能无负担地参与比赛的环境。

该公司还运营着Mediheal青少年指导计划，每年选拔六名优秀的中学生。目前共有12名青少年球员正在接受前职业巡回赛球员崔慧容的指导，通过实战练习获得球场上的指导和策略上的帮助。崔慧容担任他们的导师。该计划受到了球员及其家长的积极评价。

“过去几年，高尔夫行业所处的环境面临诸多挑战，”韩国女子职业高尔夫协会主席金相烈表示。“尽管球迷的兴趣和支持保持稳定，但现实情况是，在全球经济放缓和消费者信心减弱的背景下，整个体育产业正面临危机。”

“尽管如此，Mediheal高尔夫球队克服重重困难，并通过大胆的决策加强阵容，为新的飞跃做好准备，这一消息对于女子职业高尔夫的发展意义重大。Mediheal不仅运营高尔夫球队，还定期举办KLPGA巡回赛，为女子职业高尔夫的发展做出了重要贡献。”

“一年一度的Mediheal-韩国日报锦标赛不仅为选手们提供了一个绝佳的舞台，也给球迷们带来了极大的快乐。”

【照片】徐教林夺得Mediheal-韩国日报冠军

棒球为 Mediheal 董事长提供了终身受益的启示