Our brand, When® Beauty was created in 2011 by Jin Han Lee, a healthcare specialist in Korea. Mr. Lee wanted to bring the high-quality, advanced skin treatments from dermatologist clinics and spas to fit the lifestyles of busy modern women who may not have the ‘time’ to afford such luxuries. To do so, he used the latest skincare innovations and research to craft a gentle yet effective skincare range that addresses the visible signs of aging, skin firmness, tone, texture, and radiance. When® provides PREMIUM, INTELLIGENT SKIN CARE SOLUTIONS every time, everywhere, WHENever your skin needs a ‘mini spa by skin intelligence’ experience.

Our products have gentle, yet effective formulations with best-proven materials & ingredients, unique textures, and beautiful package designs that consumers can enjoy and relate to


When® Beauty is a premium skincare brand that led the bio-cellulose sheet mask market and continues to develop new innovative products with unique and effective ingredients and formulations.


All When® Beauty products are produced in certified manufacturing facilities with international standards and quality controls (CGMP/ISO) and are dermatologically tested for allergens and safety assessment in certified EU laboratory.


When® Beauty is a high-quality premium brand that utilizes the best ingredients and raw materials in formulations carefully crafted to provide the best solutions for various skin concerns.


Thanks to its innovativeness and high quality, When® Beauty has been recognized worldwide for its value by launching in Sephora US at the end of 2012, then expanding to other premium and mainstream retailers in the US, Europe, the Middle East and Asia.


When® Beauty’s chic & attractive package designs help to increase its consumers’ aesthetic enjoyment of the brand products and bring life to their vanity table or shelfie.

1. Reliable + Reassuring

To ensure that all of our products are safe to use, all When® Beauty products undergo stability tests, safety assessment, dermatologically tested for allergens and skin irritation, and only proven ingredients are used to create safe and reliable cosmetic products.

2. Honest + Transparent

When® Beauty products are formulated with only raw materials and ingredients that are proven to be effective and safe, with safety assessment tests conducted by a certified EU laboratory. Full ingredients lists are labelled on the packaging and online product details pages for transparency.

3. People + Nature

Not only do we strive for the cleanest beauty solutions, we also put in our best endeavors to protect nature by excluding potentially harmful chemicals and utilize biodegradable materials in our When® Beauty products.

4. Bio-Craft Solutions

We carefully craft our When® Beauty products to provide long-lasting optimized solutions for all your skin concerns.

5. Research + Improvement

We constantly listen to our consumers' opinions and research to provide better quality products and skincare solutions.