Korean luxury skincare brand known for its naturally fermented Secret Essence and 'breathing' philosophy.
ORIGIN
South Korea
PRICE TIER
luxury
Founded in 2007 by LG Household & Health Care, SU:M37 (pronounced "soom") is a Korean luxury skincare house that pioneered the concept of natural fermentation in modern beauty. The name combines the Korean word for "breath" with 37°C, the optimal temperature for fermentation, reflecting a philosophy of patience and purity. Unlike brands that rely on artificial processing, SU:M37 allows its ingredients—ranging from roots to flowers—to ferment naturally in cedar barrels for 365 days, a process believed to break down actives for deeper absorption and enhanced potency.