JOWAÉ (pronounced “cho-wha-e,” meaning “harmony” in Korean) is a French-Korean phytoactive skincare brand that combines the expertise of French dermo-cosmetics with the ancestral knowledge of Asian pharmacopoeia.

Company Overview

Origin & Philosophy:
The brand was created from the innovative French-Korean research by Laboratoire Native (previously part of the Alès Groupe, now owned by Impala SAS) to help restore the skin’s natural balance against daily environmental aggressions.

Key Ingredients:
The core of all JOWAÉ products is a patented antioxidant active ingredient called Lumiphenols, derived from a resilient plant, which is combined with various traditional Korean medicinal plants like sacred lotus, imperial peony, white tea, and red ginseng, each selected for specific benefits.

Formulation Ethics:
The products are characterized by a high percentage of natural-origin ingredients (typically 93% to 97%) and are formulated without parabens, phenoxyethanol, mineral oils, silicones, or animal-origin ingredients.

Target Audience:
JOWAÉ products are dermatologically tested and suitable for all skin types, including sensitive skin.
Product Approach

JOWAÉ structures its skincare range around the traditional Korean layering routine, suggesting a four-step process for optimal results:

Cleanse:
Products like the Purifying Cleansing Gel or Micellar Foam remove impurities and detoxify the skin.

Prepare:
Utilizing treatment waters to hydrate and ready the skin for subsequent treatments.

Activate:
Serums and concentrated treatments target specific concerns.

Correct:
Creams and masks designed for specific needs, such as hydration, anti-aging, or purifying.

The brand focuses on natural, effective skincare that brings harmony to the skin, leveraging the synergy between French formulation standards and Asian plant-based research.