“Eastern philosophy is not about treating things after they go wrong. It’s more about taking care of yourself so they don’t go wrong.”
All three brands have one thing in common: science-backed skin care. “Korea is not a country that is abundant in natural resources, so manufacturing infrastructure and development in tech is something we had to go to,” says Yoo. “The competition between Korean manufacturers creates a fast pace.” This competition is fueled by Korean consumers, who demand continued innovation.
This drives Korean brands to formulate — and reformulate — constantly. For example, AHC’s star product, Essential Eye Cream For Face, is the brand’s 8iteration of the product. The company has been changing it once a year for nearly a decade. The silver tube that launched in Target and Amazon this summer has been made specifically for the U.S. consumer, but come 2020, there will be a new version hitting shelves in South Korea.
“Our R&D center is constantly on the hunt for new ingredients and technology which help to inform new seasons. After launching a new season of Eye Cream for Face, we start the next season the month after the launch,” says Woo Jong Ok, a scientist on the AHC R&D team. “Normally if a brand launches a new product in the same category every year, that product tends to be an upgraded version of the previous one.
At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. If you buy something we link to on our site, Refinery29 may earn commission. Travel and accommodations were provided to the author by AHC for the purpose of writing this story.
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