As a cursory Google search will show you, the Korean skincare ritual is revered around the world for its astonishing results. Most men and women that I know, however, just don’t have the time or energy to spend 90 minutes on their skin twice a day. Jowaé, a new French-Korean skincare brand, aims to get you those same k-beauty results in just 4 steps.
{A Korean Skincare Ritual in Just 4 Steps}
Disclaimer: I received these products at no cost for editorial consideration. All opinions are my own.
What’s Korean Skincare?
The classic Korean skincare ritual is comprised of at least 10 steps, though this varies somewhat from brand to brand. In general, the ritual consists of:
- Makeup Remover/Oil Cleanser
- Water-based Cleanser
- Exfoliator
- Toner
- Essence (kind of a serum-toner hybrid that promotes skin rejuvenation)
- Serum
- Sheet Mask
- Eye Cream
- Moisturizer/Sleeping Mask
- SPF
As you can imagine, completing this ritual can be time-consuming. On the plus side, you don’t need to use every product twice daily. Instead, the intention is for you to adjust the framework day by day according to your skin’s needs. You would do some steps only at night, for example, while others you would do bi-weekly or as needed. Even with these changes, however, the traditional Korean skincare process is intricate. After all, there’s a reason it’s called a “ritual” and not just a “routine.” Korean skincare is all about taking the time to honour – and know – your skin, day in and day out.
With such detail and attention involved in every step, it’s no surprise that this ritual gets results. But who among us has the time to complete all of those steps? And who could fit 10 different products on their counter or in their budget? Not me, that’s for sure! Launched in Canada just a few months ago, Jowaé’s lineup of products is here to change the game.
Jowaé
Jowaé combines the philosophy and traditional herbal knowledge behind the Korean skincare ritual with innovative French cosmetic science. Each product, for instance, contains an antioxidant created from the Sempervivum Tectorum (houseleek) succulent. This plant is known for its resilience and its ability to retain moisture, even in extreme conditions. The antioxidant is then combined with traditional East Asian medicinal plants such as imperial peony, red ginseng, sakura blossom, and white tea to create powerful, but gentle, formulas. By using such potent natural ingredients, Jowaé products restore the skin’s natural balance and protect against imperfections caused by stress, pollution, lack of sleep, and aging.
In fact, Jowaé products have proven so effective in clinical testing that the brand has been able to condense the classic Korean skincare ritual into just 4 steps. One product each for cleansing, hydrating, treating, and moisturizing, and you’re all set! Additional products such as hand cream are also available, to supplement and compliment your daily 4-step routine.
Largely plant-based, these products contain – on average – 93% natural ingredients. Happily, all items in the Jowaé line are free from parabens, mineral oil, silicon, and synthetic colorant. They’re also suitable for sensitive skin, and dermatologist and ophthalmologist tested. Jowaé products are wallet-friendly, too: the average price per product is only $28!
The Steps
Following the Jowaé skincare routine requires only 4 steps. For many of the steps, however, there are two products to choose from, depending on your skin type and concerns.
Step One: Cleansing. Here, you remove impurities and provide a fresh canvas for the rest of the products. Choose between a Soothing Cleansing Milk (makeup remover for normal to dry skin, $21) and a Purifying Cleansing Gel (antibacterial cleanser for combination to oily skin, $20.50).
Step Two: Preparation. Preparing your skin for more targeted products is an important, and often overlooked, step. Yet it’s key to ensuring the efficacy of skincare products, as hydrated skin will better absorb serums and other treatments. Using Jowaé’s Hydrating Water Mist ($19) is a refreshing and invigorating way to prep your skin. Spray in one continuous motion to apply in an even layer.
Step Three: Treatment. This is the step at which you address your skin’s particular needs. The Youth Concentrate Complexion Correcting serum ($52) is Jowaé’s star product, working astonishingly well to reduce dark spots and hyperpigmentation.
Step Four: Correction. The final step ensures that your skin is moisturized and ready for the day or night ahead. Choose between the Moisturizing Light Cream (plumping and lightweight, $30) or the Wrinkle Smoothing Cream (anti-aging, available in Light or Rich formulations, $42 each).
The Takeaway
Essentially, Jowaé’s 4-step skincare routine combines the potency of French cosmetic science with the tradition and care of the Korean skincare ritual. The name Jowaé is inspired by the Korean word for harmony, and that’s truly what you’re getting with this line: streamlined skincare products that work together to ensure that you are balancing and protecting your skin, putting your best face forward. Jowaé products are available exclusively at Shoppers Drug Mart.
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