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When® launched its first full skin care line called When Revivifying™ skincare with ‘anti-aging’ benefits in July 2019.

The key active ingredient of the line is the brown algae extract (INCI: Ecklonia Cava extract) of Jeju Island, a volcanic island in South Korea known for its clean environment and unique ecology. Ecklonia cava are edible, packed with marine polyphenols, and found to have antioxidant, anti- inflammatory, antidiabetic, and anticancer properties. WHEN Beauty collaborated with a biotech R&D company to add a patented form of the brown algae extract called SEANOL® in the serum and cream to increase their effectiveness.

the PURE FIVE SERUM, only contains 5 ingredients (water, ecklonia cava extract, hyaluronic acid, vitamin C, 1,2-hexanediol) and no fragrance, was selected as one of four finalists in the 2019 COSMOPROF North America Awards for Best Skincare Product.