LHOOQ Journal No.6
Why LHOOQ
Gained Global Recognition.
Care that Cycles Nature and Science.
LHOOQ Watery Serum Mist was selected as a finalist in the Green & Organic category at the Cosmoprof Asia Awards 2025. This not only signifies the recognition of a single product but also acknowledges LHOOQ's philosophy of "care that cycles nature and science," which has always been cherished, on a global stage.
It's Not Just About the Product.
The Cosmoprof Asia Awards are international awards that comprehensively evaluate innovation, quality, design, concept, and user experience in the global beauty market.
We believe that LHOOQ Watery Serum Mist being selected as a finalist is not just a recognition of it as a "new cosmetic," but rather an acknowledgment of our approach to designing a care experience that integrates natural ingredients, advanced technology, and Japanese aesthetics.
LHOOQ views beauty not merely as a superficial adornment, but as an intelligent experience that brings balance to the skin, hair, body, and overall lifestyle.
Watery Serum Mist: A Signature LHOOQ Product.
Watery Serum Mist is a mist serum that combines the elements of toner, serum, and beauty oil. It was created to moisturize the skin, prevent dryness, and simplify daily care.
Its distinguishing feature is that it doesn't just provide moisture. It combines plant-derived ingredients that condition the skin, beauty ingredients that support hydration, and the pleasant sensation of a fine mist.
For busy mornings, during the day when dryness is common, after a bath, or before bed. It's about quietly layering essential moisture into your daily life, rather than adding more steps to your routine. This is LHOOQ's approach to mist care.
Do Not Pit Nature Against Science.
At LHOOQ, we value harmonizing the best of nature and science, rather than opposing them.
Natural plants possess powers passed down through generations. Meanwhile, modern technology offers the potential to incorporate these powers into daily care in a more pleasant, user-friendly way.
The Watery Serum Mist embodies both the perspective of plants, such as Tokushima-grown indigo, and the technological perspective that supports its mist-like feel. It is a product that translates LHOOQ's proposed Circular Beauty — the aesthetic of natural circulation — into daily care.
Care, Simplified.
More skincare isn't always better. What's important is to observe your skin's condition and apply what's needed, in the right order.
LHOOQ's basic care follows a simple philosophy: prepare with oil, then layer with mist for hydration. Soften your skin with Universal Oil, then layer with Watery Serum Mist for moisture. This care can be integrated into your daily life, extending beyond your face to your hair and body.
Care, simplified.
Life, enriched.
Less for skin.
More for life.
What LHOOQ Aims for Beyond Global Recognition.
Being selected as a finalist is a milestone for LHOOQ. We are not just aiming to be a globally recognized brand.
Our goal is to deliver Japanese plants, Japanese craftsmanship, and Japanese quiet aesthetics in a way that suits modern lifestyles. And to expand personal care that balances the entire lifestyle, not just skin, hair, and body, as a daily option.
The global recognition of Watery Serum Mist has become an opportunity for LHOOQ to further refine the philosophy we have cherished until now.
Start your LHOOQ journey with oil and mist.
Prepare your skin with Universal Oil and layer on moisture with Watery Serum Mist. Incorporate LHOOQ's basic care into your daily routine.
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