It's hard not to be touched by Korean cosmetics: its bright packages with funny pictures and touching children's names, unusual fragrances, compositions and textures. But these are also very effective products based on oriental beauty recipes and new technologies of the 21st century. It is for such funds that you no longer need to go far - they will all be collected in L'Etoile stores!
On July 21, a presentation of a new category #letoileKOREA took place in the Moscow gallery of contemporary art "M'ARS". In the beauty talk format, we met experts from Korean cosmetics and three Korean brands: a; t fox, The Plant Base and Ettang.
a; t fox
All a; t fox products are based on tea extracts. Each line of the brand has a variety suitable for a specific skin type. For example, Japanese Gyoolpy moisturizes the skin, herbal Jasoyup soothes. A; t fox in Korea is like an English pastry shop: here you can eat cakes and drink tea (from the same varieties that are in the formulations).
Sewon Kim, founder of a brand; t Fox:
"A; t fox means afternoon teatime" - afternoon tea. For us, self-care is as enjoyable as drinking tea."
BeautyHack Editor Olga Kulygina tested Gyoolpy Face Moisturizer with Vitamin C:
“The cupcake cream is # 1 on my shelf - it looks really delicious! Inside - no less "tasty" honey-colored gel. Lightweight, glides on, absorbs in minutes. After most of the remedies I get irritated, but here tea played a role: it soothed the skin and did not provoke inflammation."
The plant base
Most of the compositions are 80% water, and The Plant Base replaced water with plant extracts and even patented several formulas. The "star" of the brand is the two-phase "green" Blending Moisture Cream. Above it is a translucent oil, and below it is a white moisturizer. Before applying, the two textures must be mixed - this way the product nourishes the skin better and stays fresh longer.
The word Ettang means “we and the earth” - it is important for the brand to use the maximum of natural ingredients. One of the most popular products is the Modeling Take-out Cup Pack alginate mask. The masks are poured into weightless disposable containers that resemble cans of yogurt.
The containers contain a delicate powder, you need to pour a little water into it. You will get the same alginate mask that you get in the beauty salon. You can choose from ten varieties with different ingredients: mint, charcoal, propolis, yogurt and more.
Christine Jong, Ettang Sales Director:
“ Korean women are picky about beauty. They are constantly looking for new, super-effective remedies. At the same time, the competition in the market is very high. To stay afloat, brands must constantly release cosmetics that will surprise."
All products from the new Korea category can already be found on the L'Etoile website, and they will soon appear in stores. We wait!