When Beauty

  • Booth: 35048

When® Beauty is a global clean beauty brand created by Jin Han Lee, a healthcare specialist in Korea, in 2011 as he wanted to bring out the high-quality skin treatments from dermatologist clinics and spas to fit the lifestyles of busy modern women who may not have the 'time' to afford such luxuries. To do so, he used the latest skincare innovations and research to craft gentle, yet effective skincare ranges to provide PREMIUM, INTELLIGENT SKINCARE SOLUTIONS WHENever your skin needs a 'mini spa by skin intelligence' experience.

Our products have unique ingredients, materials, textures, and aesthetic package designs and are sold in over 30 countries worldwide. We started out with facial sheet masks, extended our range to body masks and cream masks, then introduced a premium anti-aging skincare line and men's anti-pollution skincare line in 2019. Last year, we launched a vegan certified sheet mask line, and we are launching more vegan, fragrance and allergens-free skincare ranges formulated with unique effective ingredients made with patented biotechnology from our R&D partners in 2022.

Brands: When, Simply When, When Revivifying, SUPERWHEN For Men, When Essentials


 Products

  • Wheat-y-Polish Enzyme Powder Wash with FerMi™ Meal
    Gentle, gluten-free daily powder wash derived from Korean traditional wheat-containing proteases and Korean rice powder which help to remove dead skin cells, reduce sebum, and promote cell renewal. Waterless, eco-friendly, and vegan....

  • Gentle, gluten-free daily powder wash derived from Korean traditional wheat-containing proteases (proteolytic enzymes) and Korean rice powder which help to remove dead skin cells, reduce sebum, and promote cell renewal by accelerating cell metabolic activities for a luminous, glass-like complexion.

    This non-abrasive, water-activated exfoliating wash will turn into a creamy foam when added with water and help thoroughly cleanse your face without stripping its skin barrier, meaning it will leave your complexion baby soft and supple with a healthy glow.

    Also, the wheat enzyme helps to reduce inflammation and brighten skin.

    Vegan, gluten-free, clean, eco-friendly, and sustainable without using excessive water minimizing carbon footprints.

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