Even without time for elaborate skincare or makeup routines, the desire is for products that can be applied quickly and deliver a beautiful finish that lasts for hours. SINN PURETE has consistently addressed this ambitious yet earnest wish for those navigating busy lives. The brand, which underwent a renewal in 2021, is now generating buzz, particularly on social media.

SINN PURETE began its journey 15 years ago as a brand handled by the current John Masters Organics company. Since then, it has introduced numerous new products in response to evolving needs, establishing itself as a leader in the organic skincare industry with a string of hit items in categories like cleansing and UV care.

These products garnered significant support from beauty professionals and won numerous best-of awards. In 2020, the brand was acquired by Anais Company, known for its extensive experience in business development, branding, and product planning for various popular brands and notable projects.

In June 2021, under the new concept of "Mindful Beauty®︎," the brand was renewed to pursue even greater efficacy while retaining the strengths of organic cosmetics, by integrating science and technology in optimal harmony.

The renewed SINN PURETE places an even greater emphasis on "scent" as a means to control emotional balance. In collaboration with Professor Yasue Mitsukura of Keio University's Faculty of Science and Technology, a leading expert in brainwave analysis, research was conducted on the effects of scent on the brain. This led to the groundbreaking finding that "by smelling a scent, people can intentionally control their emotions," offering a hopeful glimpse into the future.

Even amidst stressful daily lives, the belief is that a little more emotional space, carved out during skincare time, can bring about change. Based on this conviction, a "Skincare Step That Starts with Scent" was developed, incorporating the power of fragrance and the principles of mindfulness.

Furthermore, the brand prioritized a "Hybrid Natural" formula for its skincare items, blending the power of nature with science and practicality. To overcome the limitations of organic products that often lose favor with those in their 40s seeking tangible results, they have maximized efficacy by combining ingredients derived from cutting-edge science, both domestically and internationally.
Moreover, the scent, texture, and design all work to captivate the user's senses.

With an uncompromising spirit and creative vision, they have curated a practical lineup that stimulates every one of our senses in this modern era.

Following this renewal, the alcohol-free Mindful Fragrance quickly became a topic of conversation in the media and on social media, selling out twice within just four months of its release. Additionally, the AG Concentrate Serum a, dubbed the "starfish serum," has seen its popularity surge following an Instagram Live session with Dr. Aratomi Shin, who introduced it as "Retinol vs. Starfish Extract."

Changing one's skincare routine requires courage, especially when accustomed to existing products. However, for those experiencing stress, whether consciously or unconsciously, in today's pandemic-stricken and digital world, trying the alcohol-free Mindful Fragrance is certainly worthwhile.