When Beauty

When Beauty is a Korean skincare brand best known for premium bio-cellulose sheet masks. According to the company, it was established in 2011 by Jin Han Lee, a healthcare specialist based in Korea [1], and launched in Sephora's US stores at the end of 2012 [2]. Its products are made in South Korea [3], while a distribution office operates from Wilshire Boulevard in Los Angeles.

The brand appears to be dormant. Its online shop remains live, but its blog has published nothing since November 2021, and no recent launches or press coverage were found [4].

By the company's account, founder Jin Han Lee wanted to bring the kind of advanced skin treatments found in dermatologist clinics and spas into a format that suited the schedules of busy modern women, without a long time commitment [1]. That idea shaped a range built around sheet masks and a positioning the brand sums up in its tagline, "mini spa by skin intelligence."

When Beauty describes itself as a pioneer of the bio-cellulose sheet mask. The material, which it makes from fermented coconut water, is a dense gel sheet that the company says holds far more fluid than paper or fabric mask sheets and clings closely to the face.

The core range centres on sheet masks, including named products such as The Last Choice, Snow Magic and a Breast Bio-Cellulose mask, alongside serums, creams, eye care and a men's line. The brand groups several of its formulas under trademarked technology names: Vinosome, based on grape-derived exosomes; PhytoPDRN Lotus; the probiotic SynBi Complex; and Botagen, drawn from prickly pear cactus extract [1].

When Beauty says its products are dermatologically tested, hypoallergenic, and free of parabens, phthalates and sulfates [3]. It lists a number of items as vegan and states that its products are not tested on animals, noting that South Korea banned animal testing for cosmetics in 2015 [3]. The company also says its formulas are produced in facilities meeting CGMP and ISO standards.

When Beauty positions itself at the premium end of Korean skincare, framing its masks as a quick spa-like ritual. The company organises its outlook around five stated values, among them "People + Nature," which it links to the use of biodegradable materials and the exclusion of chemicals it considers harmful [1].

When Beauty appears to be dormant. Its e-commerce site and product pages remain online, but its blog last posted in November 2021, and no newer news, launches or major editorial coverage were identified at the time of writing [4]. The brand has no Wikipedia entry, and its founding date, founder and country of origin rest on the company's own statements rather than independent sources. It has been recorded here as dormant rather than closed because the shop is still operational.