Born from founder Young Lee’s Korean family wisdom—and a grandmother’s daily advice to eat tofu—Aruen US creates Korean skincare formulas centered on its TofuCollagen™ approach. Its current signature product is a stretchy, jelly-textured firming cream made in South Korea, combining fermented soymilk with collagen and other skin-supporting ingredients. Aruen says its products are vegan, cruelty-free, and formulated to Clean at Sephora standards for sensitive and stressed skin.
Clean at Sephora standards
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Cruelty-Free
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Glow RecipeGlow Recipe creates clean, fruit-powered skincare rooted in Korean skincare philosophies, pairing antioxidant-rich fruit extracts with gentle but clinically effective actives. The brand’s formulas are vegan, cruelty-free and Leaping Bunny certified, with a notably candid approach to beauty that celebrates real, unretouched skin rather than promises of “perfect” or “flawless” results. Its community focus is equally distinctive, including an anonymous open casting campaign that put diverse customers—not professional models—at the center of its Dew You campaign.NEW YORK, NY
Amoureux BeautyAmoureux Beauty makes high-performance skincare for people with sensitive skin and complex needs, including its Soft Serum and Cozy Cream. Founder and CEO Jeanine Mojum created the brand after managing eczema, PCOS-related breakouts, and damage to her own skin barrier from overly harsh products. Its formulas are clinically tested on sensitive skin and diverse skin tones, while remaining fragrance-free and vegan and cruelty-free.
NovaraFounded by suicide-attempt survivor Reshona, Novara develops Korean-made skincare centered on its proprietary AquaFlux™ Complex, which combines multiple hyaluronic acids, peptides and botanicals for hydration-focused formulas. The New York-based brand pairs Korean beauty expertise with clean, cruelty-free formulations and directs 20% of net proceeds to the American Foundation for Suicide Prevention.NEW YORK, NY