Korean mid-sized cosmetics company Miareum is drawing attention for its unique approach to the skincare market. While most skincare products use purified water as their primary base—often accounting for 50–80% of total ingredients—Miareum breaks from convention by introducing a skincare line that uses rice instead of purified water.
Purified water refers to clean water from which impurities have been removed, and it is the most commonly used solvent in cosmetics. It acts as a medium that dissolves active ingredients and helps deliver them to the skin while maintaining the stability and consistency of the product. However, purified water itself offers little to no moisturizing or nourishing benefits. In most formulations, its role is functional rather than active, serving primarily as a carrier.
In contrast, Miareum’s decision to use rice as the base reflects the company’s philosophy of creating skincare products that offer value “beyond a simple carrier.” Rice extract has long been considered a skin-friendly ingredient in traditional Korean beauty practices and is rich in natural moisturizing components, minerals, and vitamins. It provides benefits that purified water alone cannot deliver, such as enhanced nourishment, antioxidant properties, and soothing effects.
Rice-based formulations provide several key benefits: first, Enhanced Natural Moisturization. Rice starch and amino acids create a protective barrier that helps prevent moisture loss, keeping the skin hydrated for longer periods. Also, Gentle and Soothing for the Skin. As seen in the long-standing practice of washing with rice water, rice extract is mild and suitable even for sensitive skin. And Delivery of High-Nutrient Ingredients. Naturally occurring B vitamins, minerals, and antioxidants allow rice to serve not only as a replacement for purified water but also as a means to deliver a richer skincare experience.
Miareum incorporates these ingredient advantages into its core skincare lineup, including toner, lotion, and essence products. The concept of a “100% rice-based formulation” is resonating with consumers who prefer natural, ingredient-centered cosmetics. Additionally, the higher concentration of active ingredients compared to purified-water-based products has resulted in strong customer satisfaction.
Korea’s beauty industry is already widely recognized around the world under the banner of K-beauty. Within this landscape, Miareum’s rice-based skincare line stands out as an innovative effort by a mid-sized company and a leading example of ingredient-driven skincare trends. Expectations are high for the brand’s future product expansion and potential global reach.
▲ RYUWON
▲ MIAREUM
▲ CEO JIHO YU
▲ www.miareum.co.kr
▲ ryuwon8700@gmail.com
SALLY LEE
US ASIA JOURNAL
