Take the first step of anti-aging with new JAUM Activator™Sulwhasoo “First Care Activating Serum”

Korea’s leading luxury beauty brand Sulwhasoo is introducing the upgraded 5th generation First Care Activating Serum. As Sulwhasoo’s signature first anti-aging serum, the newest First Care Activating Serum improves skin health every day with its renewed JAUM Activator^TM that delivers more powerful benefits than previous generations.

This new 5th generation First Care Activating Serum boosts your “Skin Youth Index” with its core ingredient - the JAUM Activator^TM - to deliver healthier and more radiant skin. The JAUM Activator^TM combines Sulwhasoo’s unique perspective towards skincare and anti-aging with its outstanding dermatological science and know-how.

In developing the 5th generation First Care Activating Serum, Sulwhasoo Heritage and Science Center was inspired by the ancient medicinal theory that described how women developed and aged physically in seven-year cycles. Sulwhasoo combined our ancestors’ wisdom regarding the human body and natural ingredients with its cutting-edge data mining techniques¹ optimized for skincare to develop its JAUM Activator^TM, the triumph of its dermatological science and technology.

The JAUM Activator^TM, developed based on the optimal ratio Sulwhasoo discovered through years of research, uses what Sulwhasoo calls its “Youth Master Technology” to stimulate the “Skin Master Factor,” which is a key factor that governs and controls the skin’s aging process, to create a dermatological ecosystem where the skin’s regenerative capacity and protective power against external environmental factors can be maximized.

After just eight weeks of use, the new 5th generation First Care Activating Serum realizes healthier and more radiant skin with enhancing your Skin Youth Index by 146%² through improvement of Hydration, Radiance, Translucency, Wrinkle reduction, Brightness, and Skin barrier.

Since its debut in 1997 as a boosting serum based on traditional Korean herbal medicine, First Care Activating Serum has opened up a whole new category in skincare. Used as the first-step after cleansing, First Care Activating Serum is recognized for its role in revolutionizing the beauty routines of women across the world. For the past 23 years, First Care Activating Serum has maintained its place on the best-seller lists in Korea and abroad. First Care Activating Serum has also set a record for becoming the first cosmetic product to singlehandedly pass the KRW1 trillion sales mark on a cumulative basis in January 2014 and doubling its cumulative sales to KRW2 trillion in 2017. First Care Activating Serum is writing a new chapter of its history, winning around 40 beauty awards from countries around the world.

The First Care Activating Serum has matured and evolved into Sulwhasoo’s signature product over the previous 23 years since its launch on the market. With its ability to stimulate your skin’s natural capacity to keep itself healthy and radiant, the First Care Activating Serum is continuing to carve out its niche as a global best-seller and steady-seller.