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| ▲ This image provided by The Face Shop, a clean beauty brand under LG Household & Health Care, shows its relaunched bestselling "Rice Water Bright Cleansing Foam" to mark the 20th anniversary of its rice water skincare line. (PHOTO NOT FOR SALE)(Yonhap) |
SEOUL, April 20 (Yonhap) -- The Face Shop, a clean beauty brand under LG Household & Health Care, has relaunched its bestselling "Rice Water Bright Cleansing Foam" to mark the 20th anniversary of its rice water skincare line.
First introduced in 2006, the product incorporates a traditional Korean beauty method that uses rice water to brighten the skin. Known for its gentle yet powerful cleansing effect, it has remained a steady bestseller for two decades.
The product has been exported to more than 30 countries and ranked fifth in the cleansing category on Amazon in the United States, with cumulative sales surpassing 48 million units.
Dubbed a “national rice water cleanser,” the product reflects the brand’s two decades of research on rice-based ingredients. It uses pesticide-free premium rice sourced from Yeoju, Gyeonggi Province, and applies an ultrasonic bubble extraction process at approximately 50 degrees Celsius for 72 hours, involving some 270 million vibrations to maximize moisturizing and brightening effects.
The renewal maintains the product’s signature rich foam and hydrating texture while enhancing packaging design and strengthening human application testing to improve reliability. The updated design adopts clearer colors and a more modern aesthetic to better convey the image of clean, radiant skin.
The upgraded version also expands testing criteria. In addition to previously verified effects — including removing 99.9 percent of fine dust in pores, improving blackheads and whiteheads by 33 percent, and temporarily reducing pore area by 16.5 percent — new tests cover sunscreen cleansing, skin tone brightness and uniformity, and irritation on sensitive skin.
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| ▲ This image provided by The Face Shop, a clean beauty brand under LG Household & Health Care, shows its relaunched bestselling "Rice Water Bright Cleansing Foam" to mark the 20th anniversary of its rice water skincare line. (PHOTO NOT FOR SALE)(Yonhap) |
The renewed product will be launched on Naver Store on April 20, with various discount and promotional events running through April 26. Distribution will later expand to additional channels, including the brand’s official online mall and Musinsa.
A company official said the relaunch aims to highlight the reasons behind the product’s long-standing popularity and drive further growth in both domestic and global markets, adding the company will continue to engage customers through reliable products and diverse promotions.
jwc@yna.co.kr
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