We confess: we don't know how to pronounce the name of this Korean brand: Hyeja. We say something similar to "ieja". However, we do know that it must be part of Laconicum.  And we have our reasons. It belongs to that lineage of South Korean skincare brands that do not propose 100-step routines, but something more realistic: few and very good products. We enjoy animal masks and extravaganzas, although in our daily lives we only (only?) need products that are pleasant to use and have benefits for the skin.

And that means, precisely, Hyeja. The term, used by young Koreans, defines products or services that are  excessively beneficial or what exceed expectations , especially in terms of monetary value. Hyeja  Hyeja combines Eastern philosophies and scientific knowledge (it's formulated by Korean dermatologists). Its face products are vegan and meticulously formulated to be suitable for sensitive skin. And Hyeja exceeds expectations. We love that.