The debut sees a new collection of luxury beauty products that features the brand’s unique essence — Products are derived from a proprietary and traditional natural fermentation process, aged in cedar barrels, under stringent conditions, at an optimum temperature of 37 degree celcius and humidity for at least 365 days. This is in fact also how the brand name is derived.
All products are manufactured in Su:m37’s very own Natural Fermentation Research Institute (NFRI) located in Gangwon-do, a pristine mountainous and forested province located in north-eastern part of South Korea. Products are derived from extracts of more than 80 types of local plant varieties and formulated with a patented compound called ‘cytosis’. Cytosis is a safe and efficacious by-product of active ingredients that were extracted and put through a biological process. These highly micronised by-products are milder, finer and richer, resulting in skincare that enhances the natural healing power of the skin, without the need to add neither preservatives nor artificial colour and fragrance. Did I mention the products smell really good and natural?
The biological process also rids off remnants of possible toxins that could be prevalent, making the products hypoallergenic and safe for most skin types.
Quick Introduction of the products
The bottle on the right is su:m37 best-selling product Secret Essence ($108 for 80ml, $175 for 150ml). The exclusively patented ferulic acid found in Secret Essence helps activate the star ingredient, Cystosis, meant to be used together with your selected skin care range from su:m37, after toner. Rich in antioxidants, it also improves the skin’s tone, brilliance, firmness, texture and hydration. Studies on 100 women aged 25 to 35 years showed 99.8% skin improvement in just two weeks of use.
The Secret Essence range of products include the Secret Essence ($108 for 80ml), Secret Programming Mask ($121 for 8 sheets) and Secret Eye Cream ($128 for 25ml).
Water-full is Su:m37’s intensive moisturising line and perfect for combination skin (my skin lo). Bamboo sap is the key ingredient that provides the intense moisturisation in Water-full. Fermented with three flower extracts which result in heightened hydrating effects, it helps skin retain moisture better. Aquafirm is another compound (made of moss harvested from the highlands of Tibet and four different major medicinal fungus) unique to Su:m37 and it strengthens aquaporins, the moisturising protein found within the skin cells, so that the moisturising benefits are delivered into the stratum corneum.
The Water-full range comprises Skin Refresher ($65 for 160ml), Deep Impact Ampoule ($175 for 5ml x 12 valves), Timeless Pore Essence ($108 for 40ml), Rebalancing Gel LoGon ($72 for 120ml), Timeless Water Gel Eye Liming Essence ($105 for 35ml), Timeless Moisturising Cream ($108 for 50ml), Water Gel Cream ($108 for 50ml), Aqua Sleeping Pack ($74 for 150ml), Water Gel Mist ($47 for 60ml x 2) and Deep HydraGng Gel Mask ($94 for 6 sheets).
For dull, sallow and fatigued skin, your catch will be su:m37’s White Award range’s brightening and anti-aging line. Its fermented brightening agent, NAPS, controls the production of melanin (reduces freckles, lightens blemishes) and the micro-fermented pearl protein prevents saccharification (yellowing) of skin while enhancing elasticity.
The White Award range consists of products including the Bright Award Enzyme Powder Wash ($81 for 1.5g x 60 sachets), Bright Award Bubble de Mask ($67 for 100ml), Micro-Whipping Deep Cleansing Foam ($47 for 200ml), Uptoning Shield Master Sun Block SPF 50+/PA+++ ($61 for 50ml), Micro Clear Toner ($77 for 150ml), D-Purifying Clay Sheet Mask ($108 for 10 sheets), UlGmate Regenerate Brightening Night Ampoule ($243 for 15ml x 3), UlGmate Whitening Spot Essence EX ($148 for 50ml), Moisture Balancing Emulsion ($84 for 120ml), UlGmate Whitening Ampoule in Cream ($148 for 45g), and Luminous Mask ($121 for 8 sheets).
The anG-aging Secret Repair range is designed to reset skin’s elasticity by improving the skin barrier and moisture levels from within. It’s 23-years fermentation period creates the Georgian solution as well as the Royal MasGc Resin, which combined help reinforces the Fibrillin generation found in the dermis to form a stronger elasticity network.
The range comprises the Toner ($78 for 150ml), Concentrated Serum ($169 for 50ml), Emulsion ($84 for 130ml), Eye Cream ($128 for 20ml) and Concentrated Cream ($159 for 50ml).
The Losec Night Gold Ampoule looks really regal and priced for the queen as well (S$472) 😛 It contains Ferm TheriacaTM and Roman Royal Curing Remedy that restores damaged, wounded skin, enhances collagen production, anti-inflammatory, counters free radicals, removes toxin. The above Charcoal Bubbling Mask and Su:m37 Rose Cleansing Stick is currently not in stores yet and will be coming soon! (Super excited!)
The full line of Su:m37 products will be sold at Tangs VivoCity and Tangs Orchard starting 1 June and 21 July 2017 respectively. Priced from $38 onwards. The third outlet will be unveiled in later half of 2017.
I am given some products from the Water-full range to try and I’ll be sharing first-hand thoughts soon. If you like what I have written, please follow me on Instagram @qiyunz. See you soon!
All pictures taken using LGG6 with post editing on phone.