French skin-care brands (much like French women) have a certain élan: a combination of practicality, serious innovation and a luxury sensibility. Meantime, in Asia, South Korea sets the standard for advanced skin care—it’s a culture, after all, where women have a 15-step, 90-minute, twice-daily beauty regimen (now that’s commitment!).
Jowaé is the first-ever Franco-Korean skin-care brand—the brainchild of the Alès Groupe (which produces the luxe Lierac line, including that purple range we’re currently in love with)—that’s just launched in Canada, exclusively at Shoppers Drug Mart. Its aim: to bring balance back to our skin via the principles of Korean skin care, using traditional, natural Asian ingredients like red ginseng, lotus and peony and a pared-back, French practicality. The name (pronounced tcho-wha-é and meaning harmony in Korean) reflects the approach of the four-step rebalancing collection: cleanse, prepare, activate and protect. Key here: every product in the line, from the the cleansers to the moisturizers, serums and wrinkle and brightening lotions, include a proprietary, patented, antioxidant complex called Lumiphenols that works to boost the efficacy of the ingredient base. And, oh, the packaging: simple and gorgeous, with every box a wealth of product and use information and every tube boasting the jade-green celadon colour Korean pottery is famous for.
It’s East meets West in the most beautiful way imaginable. —Michele Marko
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