JOWAE

Tra­di­tional Korean Herbs x French Phy­to­cos­met­ics

Herworld (Singapore) - - TO KNOW -

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.

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