Beyond's 20-Year Hand Cream Just Got a Tamagotchi Makeover

The collab that makes complete sense once you see it: LG Lifestyle brand Beyond has teamed up with Bandai to drop a limited Beyond X Tamagotchi edition, available exclusively through Olive Young's November campaign, Olive Young Pick (올영픽).

The centerpiece of the seven-piece lineup is the Beyond Classic Hand Cream Deep Moisture — the product that just took the No. 1 spot in the hand care category at the 2025 Olive Young Awards. That ranking is based on a full year of actual customer purchase data, not a panel vote, which makes it a real signal. Deep Moisture climbed from third place in the same category in 2023, and has logged cumulative sales of 6.55 million units since its April 2005 launch through October of last year.

The full seven-piece drop breaks down like this: four hand creams (Deep Moisture, Total Recovery, Deep Moisture Olive, and Gel Revital) plus three body care picks from the Bodytamin line — a brightening body lotion, a lifting body lotion, and a foot cream in an increased-volume set. The Bodytamin line is built around what the brand calls "skinification" — treating body skin with the same layered care you'd give your face.

Every piece in the edition gets Tamagotchi's signature character art and color palette on the packaging. Depending on which set you pick up, freebies include a Tamagotchi earphone case, a mouse pad, or a random keyring. The randomized keyring pull alone is going to drive repeat visits.

For context on why Tamagotchi is having a moment right now: the digital pet game originally launched in Japan in 1996, and this year marks its 30th anniversary. Bandai has been leaning into that milestone hard — the Beyond collab sits alongside anniversary partnerships with Uniqlo's UT graphic tee line and phone accessory brand Casetify. The Y2K nostalgia angle is very much intentional, and it's landing.

The strategy from LG Life & Health's side is being read in the industry as "brand re-aging" — using a beloved legacy bestseller as the anchor and wrapping it in IP that pulls younger shoppers in. Shifting distribution focus toward Olive Young (rather than standalone road shops) is part of the same move. Beyond is also planning separate content tied to the Tamagotchi universe to run alongside the product launch.

This edition is Olive Young exclusive, online and in-store, for November only. If you're in Seoul this month, the Olive Young Pick campaign is the window — and the Deep Moisture hand cream with Tamagotchi packaging is the one to grab, both for the award-winning formula and because the packaging is genuinely collectible.