Traditional Korean Herbs x French Phytocosmetics
Launched in 2017, this brand’s products all use a patented antioxidant it calls Lumiphenols, derived from a European medicinal plant known as the common houseleek. The antioxidant is said to detoxify and repair skin, and boost its radiance.
Says Lynn Tan, managing director of Ales Group Singapore, whose parent company in France also owns haircare brand Phyto and skincare brand Lierac: “Jowae was created to provide daily protection and restore the skin’s natural harmony.”
Working with professor Ki Hyun Kim, a vegetal chemistry researcher based in Seoul, the brand combines Lumiphenols with Asian pharmacopoeia such as white tea, lotus, red ginseng and centella. The result is a skincare line that not only fuses Asian and European ingredients, but also offers a midpoint between Korean and Western rituals.
“Jowae’s four-step routine of cleanse-prepareactivate-correct is inspired by elaborate Korean rituals but designed for Westerners and those who are not used to applying many layers on their skin,” says Tan.
The products were also developed with textures to suit Asian layering, so they can be well absorbed by the skin. “Take the Hydrating Water Mist. It was inspired by Korean skin-preparing lotions, but uses the technique and form of French facial mists,” she explains. Products have an average of 93 per cent natural ingredients and contain no parabens, phenoxyethanol, mineral oil, silicone, animal ingredients or synthetic colourant.
1 Revitalizing Moisturizing Lotion, $32.2 Hydrating Water Mist, $18.3 Youth Concentrate Complexion Correcting, $58.4 Micellar Cleansing Water, $20-$28.