A jour­ney of pure bliss South Korea’s big­gest cos­met­ics com­pany has gone from strength to strength dur­ing the last 70 years with its in­no­va­tive beauty cre­ations and brands like Sul­wha­soo. Cindy Ju­lia Tob­ing flew to Seoul and Jeju Is­land to ex­pe­ri­ence the

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ev­ery­one here does the 10-Step Korean Skin­care Rou­tine ev­ery day,” I asked Jung Sae Mi. The Amorepacific ex­ec­u­tive nod­ded, al­most amused. “It’s nor­mal in South Korea,” she smiled. “What about you? Do you do it?”

The Korean rou­tine, typ­i­cally starts with oil cleanser, then foam cleanser as step two and ex­fo­lia­tor as step three. It con­tin­ues to SPF, which is step 10. My own daily skin­care rou­tine, I ad­mit­ted, has just two steps: cleanser and mois­turiser. Ms Jung was baf­fled by my an­swer, but her con­fu­sion didn’t of­fend me.

Even­tu­ally, all my ques­tions about Korean beauty rit­u­als were an­swered af­ter I had vis­ited the Sul­wha­soo flag­ship store dur­ing the first day, in Seoul, of our Amorepacific Asian Beauty Tour in Oc­to­ber. For many beauty afi­ciona­dos, the Sul­wha­soo em­po­rium tops the list of de­sired venues in South Korea, boast­ing the Sul­wha­soo Bal­ance Spa among other at­trac­tions.

Sit­u­ated on the store’s fourth floor, the spa has an open-space set­ting, with im­pec­ca­bly styled in­te­ri­ors and plenty of nat­u­ral light shin­ing through. Right away, a staff came up to me and per­son­ally con­sulted me on my skin needs. In the end, I chose the 60-minute Vi­tal­ity Care treat­ment and an ad­di­tional 30-minute back care treat­ment, which in­cludes a four-layer mask aimed at de­liv­er­ing deep en­ergy to dull-look­ing skin.

The one and a half hour ses­sion felt like 20 min­utes. With the ther­a­pist’s soft hands, she hit the right sore points of my shoul­der, neck and head per­fectly with­out in­duc­ing any painful rubs. From time to time, she would ask me if the pres­sure was enough or too much.

The ther­a­pist fin­ished off with sev­eral ap­pli­ca­tions of Sul­wha­soo skin­care prod­ucts on my face. She used First Care Ac­ti­vat­ing Serum EX to re­store bal­ance to my skin, Es­sen­tial Bal­ance Wa­ter EX, a toner for deep

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