Amorepacific has a new luxury addition to its portfolio targeted towards a younger consumer. Sienu means “the pinnacle of art that transcends time,” holding a sentimental value of delivering anti-aging benefits that turn back the clock on aging skin. The new “Time Brace” line includes rare ingredients and cutting-edge technology that leverages Amorepacific’s 70 years of skin science and technology.

The innovative anti-aging technology, Epiactive, combines Amorepacific’s patented ingredient Geminoid, cutting-edge bioingredients such as peptide and bifida ferment, as well as ingredients with skin-improving benefits found in plants and jewels.

The hero product Time Brace Serum contains diamond components processed with advanced technology by a master craftsman, adding glow to the skin, while the vitality of the selected rare lingzhi mushroom strengthens skin firmness, delivering strong and tight skin. Epiactive technology is applied, improving 8 skin-aging indicators of moisture, density, clarity, glow, firmness, texture, wrinkles, and moisture loss.

A member of Sienu said, “We focused on the increasing customer needs for luxury anti-aging skincare and created a customized new brand,” and added, “We are currently collaborating with Korean influencers, China’s popular wanghong, celebrities and jewel designers, as we plan to continue many activities that will unveil the world of SIENU brand and its products.”

The luxury skincare range comprises Time Brace Eye Cream, Time Brace Emulsion, Time Brace Serum, Time Brace Water, Time Brace Face Cream, and Time Brace Ampoule. Prices range from $93 to $463.

Sienu was launched as a collaboration with Lotte Duty Free to celebrate the retailer’s 40th anniversary, and was marked by the opening of a pop-up shop at the retailer’s main Myeong-dong store in downtown Seoul on 31st January. The line is available in the Lotte Duty Free flagship store and online duty-free shop, as well as Amorepacific’s own official online mall and the Amore Store on the second floor of Amorepacific headquarters, Amore Seongsu in Seoul.