J.c People

WHEN beauty brand was established in 2011 by Healthcare Specialist Mr. JINHAN LEE who wanted to bring high-quality skin care treaments from derma clinics and spas to fit the lifestyles of busy modern women. To do so… he used the latest skincare innovations to craft gentle yet effective skincare ranges that addresses the visible signs of aging, skin firmness, tones & textures.

We started with premium mask packs using the high quality of bio-cellulose sheet made from all natural fermented coconut.  This premium When line ranges from 5 types of face sheet mask and 2 types of body (neck & breast) sheet mask.

When® also has a second skincare line called Simply When® for younger consumers looking for an ‘affordable mini-spa on-the-go’ experience. Made with ultra-soft cotton linter sheets and high-quality gentle essence, Simply When sheet masks are light and breathable since they are made with 100% cotton linter.

For consumers who aren’t used to sheet-type masks, When® launched 3 luxurious cream masks with unique textures and innovative formulations containing the world’s purest ingredients.

When® has launched its first full skincare line called When Revivifying® skincare with ‘anti-aging’ benefits. The key active ingredient of the line is brown algae extract whose INCI name is Ecklonia Cava extract. These brown algae extract is from the oceans of Jeju Island, a volcanic island in South Korea known for its clean environment and unique ecology. Ecklonia Cava is edible, packed with marine polyphenols, and found to have antioxidant, anti-inflammatory, antidiabetic, and anticancer properties. 

WHEN Beauty has collaborated with a biotech R&D company to add a patented form of brown algae extract called SEANOL® into the serum and cream to increase its effectiveness.

We have also launched SUPERWHEN® for MEN, a special skincare line for men with anti-pollution benefits. Supwerwhen for Men’s Collection consists of a Cleansing & Shaving Smootherer, an After Shave Soothing Star, and an All-In-One Speedster. All three skincare products combat skin stressors resulting from polluted air by purifying your skin for a smooth and healthy complexion. The key active ingredient of the SUPERWHEN line is URBALYS® from Greentech France, a pioneer in plant biotechnology. URBALYS® is derived from Schisandra Chinensis fruit extract. In Korea, we call it ‘omija’ with five distinguishable tastes ---sweet, sour, bitter, salty, and spicy. This fruit has been used for Oriental medicine since ancient times and is still to this day popularly consumed as a drink.

In addition, URBALYS® has a high content of lignans which is a large group of polyphenols that helps detoxify, purify, restore balance, and protect skin from urban pollution.

When products are being sold to more than 50 channels over 30 countries worldwide. And we are still striving to expand into other channels and to form more partnerships with other global partners.