23 years of research have been channeled toward Sulwhasoo’s signature “first step” Korean herbal medicine-based serum

The fifth generation JAUM Activator™ is more powerful than ever as an essential anti-aging booster that stimulates the skin’s natural ability to rejuvenate itself every day.

- 400,000 customers** have purchased 10 or more bottles**
- Ranked no. 1 in the anti-aging and serum category for 7 consecutive years***
- Achieved cumulative sales of 3 trillion won for the first time****

(*January ~ December 2018, based on cumulative sales in Korea/ **Based on in-house data extracted by AmorePacific for customers who have purchased the First Care Activating Serum product since its launch in 1997 to 2019/ ***2013 ~ 2016, Beaute Research Korea/****Based on the revenue of Amorepacific products from its first launch in 1997 to August 2020)

The powerful fifth-generation JAUM Activator™ was developed by using the “Youth Master Technology”, the latest form of biotechnology of SulwhasooJAUM Activator™ takes care of the entire ecosystem surrounding the skin and creates a firm and healthy foundation.

Essential Anti-Aging “First Care” that awakens the natural power of the skinFirst Care Activating Serum is formulated for everyday use immediately after face washing, as it enhances the regenerative power and protective barrier of the skin to achieve that soft and radiant look.

Signature fragrance and texture that are both refreshing and easily absorbed into the skinSulwhasoo’s advanced formula technology is used to develop a product that can be easily absorbed into any skin type. It has infused a soothing scent to enhance the efficacy of the formula and provide customers with an excellent experience.