While the popular Korean beauty brand might have already cemented itself as a name that aims to preserve and maintain youthful skin by harnessing the powers of ginseng, its new Bloomstay Vitalizing range is unlike any of the brand’s other lines.

For one, it targets a younger crowd (aged 28 to 42) — a first for the brand — and consists of three products: the Water, Serum and Cream, which are all infused with its key ingredient, the antioxidant-rich plum blossom. While our skin cells are able to produce enough antioxidants to fend off free radical damage from sources like pollution and UV rays when we are young, we lose this ability with age. Which explains why we start seeing age spots, fine lines and wrinkles, as well as a lost of elasticity.

Sulwhasoo taps on the plum blossom to boost skin’s defense mechanism, strengthen its resilience and facilitate skin regeneration for stronger skin cells and a healthier-looking complexion, while a blend of yuja (a citrus fruit) and rosa multiflora thunberg then helps to recharge and regenerate skin.

We speak to senior vice-president and research director of Amorepacific’s Skincare Research Division, Brian Suh on the new rules of anti-ageing, how antioxidants play a huge role in preventing skin ageing and more.

Read more on the next page.

Why the brand is creating an all-new anti-ageing line targeted at millennials

Brian Suh (BS): “We are targeting the younger ladies as the causes of skin ageing are different when compared to more matured ladies. We spent 20 years researching the plum blossom and realised that it is an exceptional ingredient that helps to treat and target tired skin that has been abused by modern-day activities like stress and pollution (causes of skin ageing to the younger audience). We have to provide a different solution for the younger crowd to protect and prevent severe skin ageing when they are older.”

The benefits of antioxidants that many are unaware of

BS: “Antioxidants aren’t just for ageing — they also protect skin from environmental hazards like smoke and micro-dust, which can negatively affect one’s skin. Antioxidants also protect skin from harmful UV rays and play an important role in energy metabolism.”

Common misconceptions about antioxidants

BS: “There is a misconception that natural antioxidants are considered superior, which is not true. For example, bio-vitamin C (which is a natural antioxidant) is bioequivalent to chemically synthesised L-ascorbic acid because they are the same molecules.”

Main image: Showbit.com