SU:M37

LG Household & Health Care launched su:m37 in 2007, describing it as Korea's first naturally fermented cosmetics brand.

The brand's signature product, Secret Essence, launched in 2009. It uses fermented botanical extracts, and in 2024 LG H&H introduced a fourth-generation version with barrier care ingredients.

su:m37's philosophy centres on the patient process of fermentation: taking botanical ingredients and fermenting them over time. It's a modern take on a traditional Korean technique, presented in refined, luxurious packaging.

For shoppers, the Time Energy Moist Firming Cream is a lovely final step. Warm a small amount between your fingertips and press it into the face and neck. Pair it with the Secret Essence for a classic su:m37 routine, and wear sunscreen during the day. The brand's beautiful packaging and luxurious feel also make it a popular gift for special occasions. Store the cream away from heat and direct sunlight and use a clean spatula if it comes in a jar. A little goes a long way, so each jar lasts well. Patch-test first if your skin is sensitive. For a simple start, choose one hero product and build your routine around it over time. The brand's essences and creams are designed to layer well together, so you can add steps as your skin's needs change with the seasons. su:m37 suits anyone who loves the idea of time-honoured Korean techniques in modern skincare.