In a cosmetics market crowded with functional ingredients and flashy marketing, Korean small and medium-sized cosmetics brand Miareum began with a very different question: “What is the most inherently Korean ingredient, and at the same time, the most fundamental for healthy skin?”The answer was rice.
By formulating skincare products centered on rice as a key ingredient, Miareum is presenting a new skincare direction that blends traditional wisdom with modern science, earning growing attention from consumers.
Rice has long been the most essential staple in Korean life. More than just a food, it has symbolized life, health, and abundance, and its value extended well beyond the dining table. Historical records and traditional practices from the Joseon Dynasty reveal that rice water cleansing and rice powder face packs were commonly used as everyday skincare methods. These practices stemmed from accumulated experiential knowledge that rice helped keep the skin clear, smooth, and balanced.
Although scientific analysis was limited in the past, modern research has gradually clarified the cosmetic benefits of rice. Miareum has focused precisely on this wisdom embedded in tradition. Rice and rice-derived ingredients contain a wide range of components that positively support skin health.
First, rice offers excellent moisturizing properties. The starches and polysaccharides found in rice form a protective moisture barrier on the skin’s surface, helping prevent moisture loss and keeping the skin hydrated. In addition, rice bran and rice extracts are rich in B vitamins and antioxidants, which help brighten and even out skin tone, restoring vitality to dull-looking skin with continued use.
Amino acids and minerals naturally present in rice also play an important role in strengthening the skin barrier, protecting the skin from external stressors and helping stabilize sensitive or compromised skin conditions. Notably, rice-based ingredients are known for being gentle and low-irritation, making them suitable even for sensitive skin. Combined with antioxidant effects that help slow visible signs of aging, rice has emerged as an ideal cosmetic ingredient for users of all ages.
Miareum’s competitiveness, however, goes beyond simply “using rice.” The brand applies modern extraction and refinement technologies to rice-derived active components, enhancing skin absorption and product stability. The result is skincare that is both natural and reliable for everyday use.
By minimizing chemical irritation and focusing on restoring the skin’s natural balance, Miareum’s product philosophy offers a refreshing alternative for consumers who feel fatigued by overly aggressive functional cosmetics.
Just as rice has sustained human life for thousands of years, Miareum proposes long-lasting skin health that does not fade with time. By prioritizing essence over extravagance, the brand’s philosophy stands out in today’s fast-paced, trend-driven beauty market. Rather than chasing short-term effects, Miareum remains committed to nurturing the skin’s fundamental health—making it a brand defined by integrity, tradition, and enduring beauty.
▲ RYUWON
▲ MIAREUM
▲ CEO JIHO YU
▲ www.miareum.co.kr
▲ ryuwon8700@gmail.com
SALLY LEE
US ASIA JOURNAL
