We confess: we don't know how to pronounce the name of this Korean brand: Hyeja. We said 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 and very good productsWe enjoy animal masks and quirky designs, but in our everyday lives, we only (only?) need products that are pleasant to use and provide benefits to the skin.

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