Franco-Korean beauty brand Jowaé comes to Canada
Korean beauty — or K Beauty — has changed the way many people view skin care.
The movement has landed en masse in Canada in recent years thanks to the arrival of several new brands and products.
One such company to arrive this year is Jowaé.
We caught up with Layla Vanessa Fadous, the brand manager for Jowaé in Canada, to chat about what makes this line different, how it channels French beauty and Korean skin-care innovation and more.
Q For those who aren’t familiar, what is Jowaé?
A Alès Groupe is proud to present Jowaé, a new brand benefiting from 50 years of experience from a French laboratory in phytocosmetics, combined with medicinal and traditional plants of Asian pharmacopoeia. Inspired by the word “harmony” in Korean, Jowaé was born from the need to restore skin balance against daily aggressions.
Q What makes it different from other beauty brands?
A Jowaé’s objective is to develop products that restore the skin’s balance. By restoring the skin’s balance, the Jowaé products enable it to recover its natural harmony and reveal its original light.
Q How does it channel French beauty knowledge with Korean skin-care innovation?
A Phytoactive Research of Laboratoire Jowaé has selected antioxidant lumiphenols, capable of resisting the most extreme conditions, and has integrated them into all of its formulas to help skin regain balance and protect itself. We have chosen a recognized active ingredient to respond to each skin problem: white tea to activate radiance, sacred lotus to purify, imperial peony to soothe, red ginseng to tone, cherry-flower water to moisturize, camellia oil to nourish, bamboo water to hydrate and centella asiatica to repair.
Q Is there a "hero" product?
A Our Youth Concentrate Complexion Correcting. Inspired by the perfect complexions of Korean women, the Jowaé Laboratory has created a unique treatment based on highly concentrated antioxidant lumiphenols and white tea extract containing polyphenols and OPC. It protects and repairs damaged skin. It also has an anti-inflammatory effect and prevents interference with melanin synthesis.
Q Who is the target customer? A Everyone who is looking for natural products. We are an ethical and dermo-efficient brand. Q What made this the right time to launch in Canada?
A K-Beauty is a booming trend and people embrace the K-Beauty ritual. And there are no K-Beauty competitors in this segment in Canada.
Q Where can people check out the products?
A At Shoppers Drug Mart, Pharmaprix and online at beauty.shoppersdrugmart.ca. Aharris@postmedia.com