Inspired by nature, Korean beauty brand The Saem studies culture and customs from around the world to discover diverse beauty secrets. The brand believes that healthy beauty starts with nature, which is why they develop high-quality products using effective natural ingredients selected through ecological research. The Saem has not only found great success in Korea but all over the world. The brand was honored at the Korea Prestige Brand Awards for three consecutive years from 2017 to 2019, and has won the Grand Prize in Glowpick’s Consumer Beauty Awards for the Cream, Cleansing Tissue, Makeup Base and Pact categories.
The Saem offers many skin care ranges based on different ingredients, skin types and skin needs. Some of its most famous collections include Urban Eco (Waratah and Harakeke), Iceland, Cell Renew Bio, Calamansi Pore, Derma Plan, Healing Tea Garden and Eco Earth Sun.
The Urban Eco range is split into Harakeke and Waratah, two of the brand’s signature ingredients. The Harakeke line is enriched with harakeke extract, a plant that’s long been used by the Maori tribe of New Zealand. In 2012, The Saem launched its hit Urban Eco Harakeke Toner, becoming the first beauty brand to formulate this ingredient into a skin care product. Other popular products in the line include the Urban Eco Harakeke Cream and Urban Eco Harakeke Emulsion. From leaves to seeds to roots, The Saem harnesses the plant’s calming effects to improve skin’s moisture-retaining abilities, help with oil-water balance and smooth rough skin. The packaging of this line, which is inspired by curves and tree materials, won Red Dot Award’s Packaging Design category. The Waratah line, which includes the bestselling Urban Eco Waratah Toner, is enriched with Australian waratah flower extract. This ingredient strengthens the skin barrier by building a hydration layer to protect skin from stress and harmful substances in the environment.
Launched in 2014, The Saem’s Iceland collection is formulated with Icelandic glacier water to deliver purifying, refreshing and hydrating benefits to skin. Packed with biomineral water and botanical extracts, its products offer abundant hydration to skin and enhance water-retention capacity. Popular products include the Iceland Hydrating Soothing Gel, Iceland Hydrating Toner and Iceland Hydrating Eye Stick, which cools and brightens dark, puffy under-eye areas – it also comes in an adorable polar bear design!
The Cell Renew Bio collection makes use of eryngium maritimum found on the coast of Bretagne, France. Also known as sea holly, it’s a halophyte – a salt-tolerant plant that grows in soil or waters of high salinity. Formulated with eryngium maritimum preserved through cell bio capsulation, products in this collection help restore and improve the overall condition of dull and rough skin, leaving it bright and dewy. Bestsellers include the Cell Renew Bio Micro Peel Soft Gel, Cell Renew Bio Eye Cream, Cell Renew Bio Emulsion and Cell Renew Bio Toner. The Cell Renew Bio collection was also the winner of the 2016 Red Dot Award’s Packaging Design category for its easily recyclable packaging.
The star ingredient of the Calamansi Pore line is calamansi extract from the Philippines, but the line’s products are also infused with Vitamin C and cinehulin. This line controls excess sebum and clears impurities from deep within pores, leaving skin clean and bright. Two of its most successful products include the Calamansi Pore Freshner and Calamansi Pore Tightener.
Derma Plan was launched in 2018 for sensitive skin. All products are made with the patented Derma Max Formula, which is blended with seven carefully selected botanical plants to deeply hydrate and soothe imbalanced skin. Derma Plan’s products have completed clinical tests verifying that the derma-cosmetic formulas are safe for sensitive skin. The line is best known for the Derma Plan Peeling Toner Pad, Derma Plan Soothing Toner and Derma Plan Balancing Moisturizer.
For cleansing, The Saem’s Healing Tea Garden line includes cleansing waters, foams, gels, tissues and makeup removers in green tea, tea tree, white tea and rooibos formulations. Products thoroughly cleanse skin while offering moisture and nourishment, leaving skin soothed, refreshed and protected from external irritants. Of the various cleansers, the Healing Tea Garden Green Tea Cleansing Water and Healing Tea Garden Green Tea Cleansing Foam are favorites, and the former was even recognized as the best cleansing water in the 2015 Glowpick Consumer Beauty Awards.
Finally, no Korean beauty brand would be complete without sun care, which is where The Saem’s Eco Earth Sun range comes in. Its sun care products come in various forms, such as sun cream, sun stick, sun gel, sun base and sun cushion, and are customized for different needs with Waterproof, Mild, Tone Up, All Protection and Aqua options. Not only do these products protect skin from UV rays, but they’re also enriched with moisturizing Natural Plant Power Complex to soothe skin. Bestsellers include the Eco Earth Power Pink Sun Cream, Eco Earth Power Light Sun Cream and Eco Earth Power Clear Sun Stick.
When it comes to cosmetics, The Saem is definitely the brand to beat in the concealer category. The Saem ranked No. 1 in the Brand Customer Satisfaction Index for the concealer category for five consecutive years (from 2015-2019). The brand also won No. 1 in the concealer category of @cosme’s The Best Cosmetics Awards in 2019, as well as the Grand Prize in Cosmo Beauty Awards’ concealer category for its Mineralizing Creamy Concealer. However, The Saem doesn’t just do base makeup. It also offers brow products, eyeliners, shadows, blushers and lip products through two primary ranges: Saemmul and Eco Soul.
For base makeup, the Cover Perfection Tip Concealer and Cover Perfection Pot Concealer are both cult favorites known for lightweight formulas that adhere lightly for a flawless complexion. The aforementioned award-winning Mineralizing Creamy Concealer, which is made with mineral-rich Celtic water and natural ceramide, also comes in Mineralizing Pore Concealer and Mineralizing Serum Concealer variations. Apart from concealers, the brand has cushions, primers, powders, pacts, lighteners and highlighters. Popular items from the Saemmul collection include the Oil Control Cushion, Perfect Pore Pink Pact, Perfect Pore Primer, Perfect Pore Powder, Face Lightener and Luminous Multi Highlighter. Eco Soul boasts an Essence Cushion All Cover that is infused with Bulgarian damask rose water and Dutch aloe extract to moisturize, soothe and brighten skin.
For eye makeup, Saemmul’s most popular products include the Browcara, Artlook Eyebrow and Wood Eyebrow for brows, as well as the Liquid Eyeliner and Single Shadow. Another unique K-Beauty pick is the Under Eye Maker, a dual auto-pencil to create tear-eye makeup for a youthful, innocent look. Eco Soul offers an Eyebrow Kit, which adds soft yet detailed definition for well-groomed brows, and Powerproof Mega Slim Liner, which features a 2mm ultra-fine tip for precise application. Eco Soul’s prominent eye shadow selection includes Glam Eyes and Sparkling Eye. The former is a creamy shadow while the latter is a liquid shadow, but both come in various shades to add vivid glimmer to your eyes!
For blushes, Saemmul’s Smile Bebe Blusher gives a doll-like flush, the Cream Stick Blusher blends easily for contouring, and the Single Blusher comes in 30+ shades. Meanwhile, Eco Soul’s shimmering Carnival Blush is suitable for festive occasions.
Outside of concealers, The Saem is probably best-known for its lip products, available in a multitude of forms spanning from oils, essences, scrubs, crayons and balms to classic lipsticks and lip tints. Saemmul’s Yum Yum Lip Syrup and So Hot Lip Sauce are both glosses packaged in cute, uber-realistic food-inspired containers. The former is a silky smooth, scented and moisturizing water gloss that comes in chocolate, cherry, strawberry and peach flavors, while the latter’s unique Red Pepper and Green Pepper variations are infused with pepper, garlic and ginger extracts as well as plant-derived oils to create full, plump lips with high shine. With standout products Honey Lip Essence and Honey Lip Scrub, Saemmul’s Honey Lip line features natural acacia honey for gentle exfoliation and intense nourishment, leading to smooth, moisturized lips. As for Eco Soul, the collection’s Kiss Button Lips is one of The Saem’s most innovative, forward-thinking creations – the result of a quest to meld the brightness of a lip tint with the hydration of a lip balm. After landing on the perfect texture and container design, The Saem was the first to market the button-click-type lipstick in 2014. It has since become one of the brand’s signature lipsticks, with new textures, colors and editions being continuously launched. For even more lip care, the Eco Soul Lip Oil comes in Honey, Berry and Grapefruit scents and creates plump, supple and hydrated lips. Apart from Saemmul and Eco Soul lip products, The Saem is also home to Kissholic Lipstick, a collection of popular celebrity shades available in moisturizing, semi-matte and glow textures, and 3 Edge Lipstick, which glides smoothly to fill fine lines and ensure a precise, flawless finish.
Tapping into the K-pop industry, The Saem collaborated with boy group Seventeen to market lip balms, perfumes and hand creams with distinctive flavors, colors and scents for each member – as well as collectible packaging featuring the idols. The collaboration also included an Aqua Bling Mist formulated with mineral-rich seawater and plant extracts to hydrate and soothe skin, as well as limited-edition collections like the Lettering Lip Balm Set, Signature Perfume Stick Set and a Travel Kit. The Travel Kit, which came in three types to correspond with Seventeen’s hip-hop, vocal and performance units, contained The Saem’s best-loved cleansing, hair, body and skin care items in portable versions. The brand has also had other K-pop acts as its models and spokespersons, such as SHINee, Red Velvet, G-Dragon and IU.
The Saem has physical locations across Eurasia and North America. Its first overseas shop was planted in 2011 in Hong Kong, and it has since spread to Thailand, Kazakhstan, Cambodia, Russia, Indonesia, Malaysia, Japan, Mongolia, Uzbekistan and the Philippines. In the U.S., the Korean beauty brand has two locations in New York and one in Washington. The Saem is also available online at YesStyle, where many of the items mentioned above – and more – are readily accessible!