The first time I walked into a Skinfood store, in Seoul, South Korea, it was kind of like being in a mom and pop Parisian grocery. Quickly after entering, I was whisked away by clerks dressed in baker-inspired uniforms.
But as I perused the store, a little voice in the back of my head wondered if I could trust an eggplant-shaped eyeliner and an egg-white-touting face wash. Then again, I live by the motto, "Don't knock it until you've tried it," so I went ahead and purchased some things. I loved everything--the products and the price points.
If you think about it, the concept behind Skinfood is pretty freakin’ genius. All of their skin care and makeup products contain extracts from naturally grown, nutrient-packed foods. With everyone itching for natural products, it feels great purchasing something that is derived from wholesome ingredients.
Some of the fruits and veggies you'll find on Skinfood labels include antioxidant-rich pomegranates (which my skin now craves, thanks to this ad featuring Lee Ming Jung and her perfect cheeks), ultra-moisturizing avocados, and free radical-fighting tomatoes, which are also super high in vitamin C.
And those who think Korean brands like Skinfood and Etude House are too precious to address serious skin concerns will happily be proven wrong. Korean skin care companies are competitive about pushing out high quality, affordably priced products to meet the demands of its very discerning consumers.
Now that Skinfood has taken over Korea and the rest of Asia, it's coming to the U.S. in a big way. They already have a ton of brick-and-mortar stores in California, one in Flushing, Queens, and a big presence at Urban Outfitters.
Have you come across any Skinfood products in your beauty travels? What food-focused skin care products are you using?