With a mantra of less is more, South Korean skincare brand Blithe focuses on fewer products and honest, high-nutrition natural ingredients
Minimalism and efficiency are the two founding principles behind Blithe, an innovative South Korean skincare brand that promises to make both you and your skin happier. “As a founder, I wanted to convey pleasant emotions and experiences, rather than just selling products,” explains Yong Suk Cho. “Our goal is to deliver efficient, amazing results, but also to help our customers go through life with confidence. As the name suggests, Blithe hopes to lessen their worries and make them happier every time they interact with the brand.”
Yong Suk created the brand a decade ago with his wife, Ina Yun, after noticing changes to her lifestyle once she had had children. “She stopped indulging in luxuries for herself, like buying high-end skincare products, for the sake of her family. I noticed the low-priced brands she was using weren’t as satisfactory as the ones she used to buy, and I felt there was a gap there that I could fix.”
Blithe offers high-quality products, featuring raw materials such as chaga mushroom, ice plant and wild yam from longevity regions around the world – all at affordable prices in minimalist packaging. “As the world develops, it becomes more complex and it’s harder to make choices, especially with cosmetics,” says Yong Suk. “So, we offer a one-point skincare solution that’s easy, intuitive and simple to manage – whatever the skin concern.” Examples are the Velvet Yam Hyaluronic Mask sheet, which promises to keep skin hydrated, and the best-selling anti-ageing Pressed Serum Tundra Chaga, with a formula that has 59.4 per cent tundra chaga mushroom extracts, for high-nutrition coverage.
“We want to be the symbol of joy, satisfaction and convenience,” says Yong Suk. “We create products at a reasonable price for people who want affordable yet high-end quality.” Because the products are so easy to use, they can fit into any self-care ritual, no matter how short. They might have started out for busy millennials, but now they are expanding to cater for Gen Z, too.
“We’re always making innovative products for people with different perspectives,” explains Yong Suk. “Our products can be for people of all ages or genders; our wish is just to help you become bolder and more confident through using Blithe.”