Generally speaking, Koreans (especially women, but men as well) view the care of skin as something to savor and enjoy. When it comes to daily skin care regimens, the ‘sense of urgency’ and the compulsion to hurry and finish are typically absent. Rather than compress and hurry, Koreans prefer to stretch out the skin care process. More is better, and proactive attention to skin’s health is encouraged from an early age. This helps explain why Koreans have sought to develop products that are pleasant, effective, and layer-able. It also helps explain why products with potential harshness (AHAs, BHAs, ‘raw’ retinol, rougher mechanical exfoliants, etc.) have never been in favor. Today, Koreans are very enthusiastic about skin care and are proud of the unique contributions Korea is making towards moving skin care art and science forward. If one were to summarize the key benefits to be obtained from skin care regimens from the Korean perspective, those words would be: Clarity, Brilliance, and Beauty. This philosophy focuses on a quality experience that allows for optimized cleanliness with epidermal brightness and overall transcutaneous lucidity.

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This philosophy focuses on a quality experience that allows for optimized cleanliness with epidermal brightness and overall transcutaneous lucidity.

— Dr. Craig Kraffert