The brand's central concept is based on its Advanced Water Science technology, an emphasis on skin hydration.

[6][7] Their further campaigns include "Women Who Live Like a Movie" with models Shin Joo-ri, Lee Hye-sang and Chae Rim, both notable figures during the 1997 Asian financial crisis.

[9] The brand then launched its first cosmetics line in 2007,[8] and began targeting male consumers with Laneige Homme that same year.

[2] In September 2017, Laneige partnered with cosmetics retailer Sephora to relaunch its brand in the United States, with the exclusive debut of its Lip Sleeping Mask.

[11][12] Laneige redirected its focus to its "moisturizing skincare portfolio" and underwent its first rebrand in five years, introducing a new logo and "Luminous Beauty" concept in early 2019.