We were founded on the philosophy of creating safe cosmetics, introducing roll-ons and massage oils free from mineral oil and silicones. This was followed by rose serums, lotions, and creams formulated without parabens and silicones — bringing our commitment to safe ingredients to life.

We expanded our clean formulations with silicone- and sulfate-free shampoos and fragrance-free facial mists. To strengthen innovation, we established an in-house R&D lab, secured a Korean patent (No. 10-0723906) for a natural preservative, and earned the INNOBIZ Certification, recognizing our credibility as an innovative brand.

We developed reef-safe sunscreens that protect coral reefs and marine ecosystems, introducing Korea’s first mineral-only sunscreen. This was followed by PEG- and phenoxyethanol-free Aloe Vera Gel and the Tea Tree line, further expanding our safe formulations. By listing all ingredients on EWG’s Skin Deep®, earning ECOCERT certification, and being named an EWG “Champion,” we strengthened global trust in our brand.

We launched Korea’s first mineral-only sunscreen free from chemical UV filters and silicones, and declared our “Environmental Management and Respect for Life” statement. We earned CGMP ISO 22716 certification, and our Soothing Aloe Vera Gel was awarded at the Olive Young Awards, presented by Korea’s No.1 health & beauty retailer. Twelve products received Vegan Society certification, and our sunscreen line was registered with the U.S. FDA OTC. Expanding globally, we entered Urban Outfitters and Macy’s Flushing store in the U.S.

We were selected as one of EWG’s Best Sunscreens for three consecutive years and became the first Korean manufacturer to earn EWG VERIFIED™ certification for 19 products. We launched a fragrance-free feminine cleanser, eliminated plastic film in export packaging, and introduced refill packs to encourage container reuse. Expanding globally, we entered YesStyle, a leading K-beauty platform, while our Rosemary Scalp Scaling Shampoo won 2nd and later 1st place at the Olive Young Awards, organized by the leading beauty retail chain in Korea. We also led a “Zero Reef-Harming Ingredients” campaign, achieved plastic-free delivery packaging, established a smart factory in Osan, Korea, and applied over 60% recycled glass to our containers.

We earned COSMOS organic certification and opened Korea’s first refill station. By applying 100% recycled colored and clear PET, we launched the JOIN THE CIRCLE campaign and published our first Sustainability Report. Our Embrace Body Oil was selected as MD’s PICK at the Olive Young Awards, hosted by the leading beauty retail chain in Korea. We were also invited to the APEC Climate Symposium and received ISO 14001 certification along with the Minister of Environment Award from the Ministry of Environment of Korea.

Our Pure & Soft Feminine Wash ranked No.1 in the W-Care category at the Olive Young Awards, hosted by the leading beauty retail chain in Korea, securing the top spot in feminine care for three consecutive years. We became the first Korean beauty brand approved by the Science Based Targets initiative (SBTi) and received 100% recycled material certification under the Ministry of Environment of Korea’s labeling system. We were also recognized as a best-practice case at the UN Sustainable Plastics Initiative. Globally, our Root Enhancer Scalp Treatment ranked No.1 on Amazon Italy and No.2 on Amazon Germany, while we received the Rakuten Customer Satisfaction Award in Japan. At our Sinsa store, we launched the Refill Day campaign and introduced Project Soil to support biodiversity and soil restoration.