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Despre brandul Huxley in presa

Despre produsele Huxley in revista Harpers Bazaar

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Huxley’s packaging may be sophisticated, but it’s the ingredients that really excel here. Each formula is based around the oil pressed from the prickly pear cactus, sourced from the Sahara desert and famed for its ability to hold water.
You could get into bed with the sleep mask, but the fastest route to consistently hydrated, balanced skin is likely via the serum-textured Grab Water Essence. It combines the natural cactus extract with brightening Japanese bamboo and a host of plant-based antioxidants.

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Despre conceptul brandului Huxley si produsele lor in revista AnotherMag

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Who is it? Korean brand Huxley’s less-is-more approach offers an alternative to the upwards of ten-step routines that K-beauty has become known for. Huxley favours timelessness, holistically: its founder Hoon Lee named the brand after Aldous, his favourite writer (“Like Huxley predicted, in the future, there is so much information out there that it’s hard to tell what’s true and what’s false,” Lee told W Magazine) and makes a point of not chasing trends when it comes to developing and releasing products. Huxley’s roster of creams, essences, toners and masks currently numbers at less than 30, a testament to the strength of its collection – as is its popularity, both in- and outside of Korea (where it is apparently a favourite among perfectly complexioned flight attendants).

“When it comes to K-Beauty, most people tend to think about an elaborate ten-step skincare routine combined with exotic ingredients – snail mucin, for example – and kitsch packaging,” says Jin Kwon, founder of TONIC15, Huxley’s sole distributor in the UK. “There are more than 20,000 beauty brands currently competing in Korea and multiple beauty stores on every street,” she continues of the “incredibly fast-paced” industry. Where Huxley sets itself apart, then, is through its minimalism of both product (its ingredients and range) and appearance (chic, sparse labelling).

Despre Huxley Oil-Essence in revista InStyle 

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A unique oil/essence hybrid that blends antioxidant-rich organic Sahara cactus oil into a lightweight essence for lasting hydration and intense nourishment.

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 Despre brandul Huxley in revista Observer

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Founder Byung Hoon Lee started his career at Samsung Electronics, where he worked in product planning for a decade and learned about the value of a brand, which helped him to create one of his own. “There are so many outstanding products on the market, yet consumers are captivated by only a few, and there are not a lot of brands that are really worth keeping,” Lee told Observer. “A hit product can be sold to a consumer in a short period of time.”

His focus on branding transferred to his work in the cosmetic industry, despite not having any prior experience in the field. “Not having much experience in the beauty market, rather, allowed me to look at cosmetics very objectively,” he explained.

The brand’s name was inspired by Aldous Huxley’s book Brave New World and more specifically the quote “Life is short and information is endless. The truth would be drowned in a sea of irrelevance in the future.” Lee wants to make it easier to choose simple, branded beauty products.


Despre Huxley Secret of Sahara Oil Essence la postul tv american QVCtv

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