We confess: we can't pronounce the name of this Korean brand: Hyeja. We were saying something like "ieja". However, we did know that it had to be part of Laconicum. And we had our reasons. It belongs to that lineage of brands of skincare from South Korea that do not propose hundred-step routines, but something more realistic: few products and very goodWe enjoy animal masks and extravaganzas, but in our daily lives we only (only?) need products that are pleasant to use and provide benefits to the skin.

And that means, precisely, HyejaThe term, used by young Koreans, defines products or services that are  excessively beneficial or exceeding expectations, especially in terms of monetary value. Hyeja combines Eastern philosophies and scientific knowledge (it is formulated by dermatologists). Its facial products are vegan and meticulously formulated to be suitable for use on sensitive skin. Hyeja exceeds expectations. We love that.