Last year, the su:m37° Dear Homme Perfect All-in-One Firming Serum won the “Best Hydrating Moisturiser” for our Grooming Awards 2021 not just because well, it was moisturising. It’s texture was chef’s kiss (which is to say, it was watery and quickly absorbed into the skin), it was non-sensitising across different skin types and most importantly, it had the ability to soothe signs of irritation and redness upon application.
The inclusion of Cytosis® — a naturally fermented essence — got us thinking deeper however about what natural fermentation in a skincare context is. Instead of thrawling through six million Google results, here, Alfred Tan, the Sales & Marketing manager of of LG Household & Health Care Luxury Brands for The History of Whoo and SU:M37° explains this concept to us instead.
What’s the #1 thing people don’t know bout natural fermentation?
Natural fermentation helps breakdown active ingredients used in skincare products to smaller molecules that can be absorbed easier by the skin while amplifying the efficacy of the benefits to up to 150% or more at times, achieving faster results. Natural fermentation also helps convert these active ingredients into a more stable and hypoallergenic form making the product much more skin friendly and suitable even for the most sensitive skin types.
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What then, is the main reason people should use a skincare product produced using natural fermentation?
Through amplifying the efficacy of the active ingredients and naturally fermenting the vital nutrients to a more stable form, naturally fermented active ingredients can help attain desired healthy skin with an ease of mind within the natural skin cellular renewal cycle of 28 days without the concerns of agitating the skin or allowing new skin problems to arise, typical when using products that contain active ingredients extracted through chemically or physically altered fermentation process.
This ultimately achieves skin that glows with the 8 perfect conditions of healthier cellular growth resulting in heightened vitality, skin moisture levels, elasticity, even skin tone, softer skin, and reducing oiliness while significantly soothing and calming redness and sensitivity.
How scientific is the process su:m37 uses? How does it differ from other brands?
Being one of the luxury beauty brands housed under the skincare conglomerate LG Household & Health Care Korea, SU:M37° is presently the only known skincare brand that uses fully naturally fermented plant-based active ingredients developed in South Korea’s very own Natural Fermentation Research Institute situated in Gangwon-do.
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The institute redevelops adopted ancient fermentation techniques uncovered across the globe, such as ancient Rome or even ancient India Aryuveda. SU:M37° is also committed in the quality assurance of its skincare patents by putting these active ingredients to animal friendly human skin trials before launching any new products.
How much of it is science led and how much of it is nature led then?
Same as above. True to its brand concept, where it devotes patience in waiting, SU:M37° focuses on using natural fermentation under controlled conditions of 37°C, air, light, soil, water, sound, and more over a period of at least 365 days for highly effective and stable active ingredients for all its skincare products, particularly the Cytosis, made from 86 different types of naturally fermented plant based ingredients.
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What is the best seller in Singapore for men and why?
The signature essence, Secret Essence is the best seller across all consumers in Singapore as it helps attain healthier skin in all eight conditions naturally over a span of 28 days, the natural skin cellular renewal cycle. However, men are largely drawn to the Dear Homme All-in-one Serum a one-step skincare regimen in toning and softening the skin, to providing nutrients and activating skin renewal to an all rounded protection as well as the new Dear Homme All-in-one Cleanser, a one-step head-to-toe hypoallergenic facial cleanser that triples up as a shampoo and body cleanser as well.
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When the brand says they use royal court medicinal techniques, what do they mean exactly?
The brand adopts royal beauty and medical recipes from traditional fermentation techniques re-developed for skin use. The Losec Summa Line particularly, uses the ancient Roman and Aryuveda recipes which includes Neem Tree, Melakki, Boswellia as well as Honey and Lavender for purifying the skin and purging toxins as well heightened skin renewal and recovery for anti-ageing benefits suitable from age 21 years onwards.
How relevant then are these natural fermentation techniques when it comes to skincare in 2021?
As technology advances, it is crucial to note that skin ages from age 21 years onwards. Hence, anti-ageing care should start early. However, most anti-ageing skincare tend to be overly rich in texture and potent in formulation resulting in causing more skin woes such as break outs or imbalance oil-water ratio which may prove to be counter effective instead.
The adopted ancient Roman and Aryuveda techniques are redeveloped to provide highly suitable anti-ageing care for all skin types of any ages.
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How well do the products “play” with products from other brands?
All SU:M37° products contain the core active ingredient Cytosis which helps to condition the skin to its healthier n well balanced state, where skin renewal cycle is reduced to the natural period of 28 days, the skin is obesrved to have higher absorbency n affinity with active skin care nutrients provided thus amplifying the efficacy n effectiveness of all skin care used.
Hence, it is highly recomended for the secret essence, a highly adaptable first step essence care after skin toning to be incorporated into any skin care regimen for attaining desired results within a shorter time frame or even ensuring a lower tendency in aggravating sensitive skin woes when introducing new active skincare ingredients to the skin.
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