ICURE Pharm & Cosmetics Inc.; Country: South Korea
Artemisia Calming Serum
This vegan PDRN serum formula draws on the Artemisia capillaris plant – also known as Korean mugwort – as its source of PDRN. The PDRN acts to boost collagen and hyaluronic acid production, helping to firm, calm, and revitalize the skin, and is refined via an ecofriendly process without using phenol or chloroform. The ingredient combines in the serum with 13 types of hyaluronic acid and Centella asiatica extract, all acting to deeply hydrate and strengthen the skin. Regarding its texture, the semi-emulsion formula disperses oil ingredients stably between polymeric thickeners, without the use of traditional emulsifiers. By utilizing this self-emulsifying thickening system, the formula offers both stability and comfort. It combines the benefits of transparent solubilized formulas – that provide a lightweight feel but can lack sufficient moisturization – and emulsified formulas, which deliver rich hydration but tend to feel heavy and oily. In contrast, this formula feels fresh and hydrating on application, while forming a breathable moisture barrier on the skin as it absorbs, for a light feel fused with longlasting hydration. The result is a silky, non-sticky texture that absorbs smoothly, making it ideal for daily use on all skin types.
Booth Number: 32199
This product is a winner in the category Formulation of Cosmopack North America 2025
Product Headline
This vegan PDRN serum formula draws on the Artemisia capillaris plant – also known as Korean mugwort – as its source of PDRN. The PDRN acts to boost collagen and hyaluronic acid production, helping to firm, calm, and revitalize the skin, and is refined via an ecofriendly process without using phenol or chloroform. The ingredient combines in the serum with 13 types of hyaluronic acid and Centella asiatica extract, all acting to deeply hydrate and strengthen the skin. Regarding its texture, the semi-emulsion formula disperses oil ingredients stably between polymeric thickeners, without the use of traditional emulsifiers. By utilizing this self-emulsifying thickening system, the formula offers both stability and comfort. It combines the benefits of transparent solubilized formulas – that provide a lightweight feel but can lack sufficient moisturization – and emulsified formulas, which deliver rich hydration but tend to feel heavy and oily. In contrast, this formula feels fresh and hydrating on application, while forming a breathable moisture barrier on the skin as it absorbs, for a light feel fused with longlasting hydration. The result is a silky, non-sticky texture that absorbs smoothly, making it ideal for daily use on all skin types.
Product description
Artemisia Capillaris, also known as Korean mugwort, is a resilient Eastern herb that thrives through Korea’s harsh summers and winters. This high-performance soothing serum contains PDRN extracted from mugwort, known for its calming and skin-repairing properties. It absorbs smoothly with a silky, non-sticky finish, making it gentle even for sensitive skin. Combining natural soothing benefits with regenerative power, it helps restore skin balance and clarity. Ideal for daily use on all skin types.
Claims & Benefits
This high-performance soothing serum contains vegan PDRN refined through an eco-friendly process without phenol or chloroform. Formulated with 13 types of hyaluronic acid and centella asiatica extract, it deeply hydrates and strengthens the skin. PDRN boosts collagen and hyaluronic acid production, helping to firm and revitalize. Developed as a clean beauty formula, it is gentle enough for sensitive skin and excellent for calming and barrier support. The silky, non-sticky texture absorbs smoothly, making it ideal for daily use on all skin types.
Technical details
This innovative semi-emulsion formula disperses oil ingredients stably between polymeric thickeners, without the use of traditional emulsifiers. By utilizing a self-emulsifying thickening system, it creates a new texture that offers both stability and comfort.
Conventional transparent solubilized formulas provide a lightweight feel but lack sufficient moisturization. On the other hand, typical emulsified formulas deliver rich hydration but tend to feel heavy, oily, and come with higher production costs.
This formula combines the strengths of both types—offering a fresh, hydrated first touch with a balanced amount of oil that forms a thin, breathable moisture barrier as it absorbs. The result is a silky, non-greasy finish that feels light on the skin while still maintaining long-lasting hydration.
It’s a versatile texture suitable for all skin types—from oily to dry—providing an ideal daily moisturizing experience without heaviness or stickiness.
Launch date (mm/dd/yy)
March 2025
Price List, Target Consumer & Market Segments
This formula targets skincare-conscious consumers seeking clean, effective, and sensorial daily solutions. Ideal for sensitive skin, it appeals to a wide demographic—from early 20s to mature users—who value lightweight yet deeply hydrating textures. Designed for the global clean beauty market, including North America, Europe, and Asia, it aligns with demands for vegan, sustainable, and multifunctional products. The innovative semi-emulsion system meets both mass and premium skincare segments, providing a differentiated user experience without compromising performance.
(Price is depends on bottle and amount)
Website and Social Channel/s
www.icurecos.co.kr
instagram : @icure.cosmetics.global
What sets your product apart and why is it innovative and special?
This serum features sustainably sourced PDRN extracted from Artemisia Capillaris, a treasured traditional Korean herb. It uses a semi-emulsion system that disperses and stabilizes oil ingredients with polymeric thickeners that have self-emulsifying properties—completely excluding conventional emulsifiers.
The result is a formula that perfectly balances the refreshing feel of transparent solubilized formulas with the deep hydration of emulsified types. Upon application, it delivers a fresh, hydrating first touch, while an optimal amount of oil forms a thin moisture barrier on the skin—lightweight, non-greasy, and non-sticky.
Designed to allow all skin types to experience the powerful calming and revitalizing benefits of Artemisia Capillaris, this serum offers a harmonious combination of innovation, tradition, and comfort.
How do you promote your product on multiple channels?
1. Influencer & KOL Collaborations:
Partnering with beauty influencers and Key Opinion Leaders (KOLs) helps build trust and generates organic interest. We collaborate with macro and micro influencers to reach both niche and mass audiences.
2. Offline Retail & Distributors:
We work with distributors and concept stores to place our products in offline retail spaces, especially in trend-driven markets. In-store testers, point-of-sale materials, and product training for staff help reinforce brand messaging
3. PR & Media Coverage:
We collaborate with beauty editors and media outlets for product features, reviews, and trend articles. This adds credibility and reinforces our position as a brand grounded in both innovation and results.
By integrating these online and offline channels, we ensure consistent storytelling, build long-term consumer trust, and adapt our strategies to each regional market’s preferences and behavior.
Certifications & Patents
CGMP, ISO 9001, ISO 22716, ISO 14001
How does your product meet the evaluation criteria of its category?
This serum combines traditional Korean herbal science with modern formulation innovation. It features sustainably sourced Artemisia Capillaris PDRN, delivering strong soothing and regenerative effects. The semi-emulsion texture disperses oil without emulsifiers, merging the light feel of solubilized formulas with the deep hydration of emulsified types. The result is a non-sticky, fresh finish suitable for all skin types—offering efficacy, sensory appeal, and clean beauty values in one formula.
What is you brand commitment to sustainability, ethical practices, and social responsibility? Please describe.
The brand's commitment to sustainability, ethical practices and social responsibility.
ICURE Pharm & Cosmetics Inc.’s management strategy is defined by “STRIVE,” which stands for Sustainability, Trust, Respect, Innovation, Versatility, and Ethics. This principle guides the company toward sustainable, profit-based growth; building trust and respect with stakeholders; achieving tangible R&D outcomes; maintaining organizational agility; and practicing ethical management. STRIVE enhances long-term corporate value and drives sustainable growth with all stakeholders.
Market positioning & distribution countries
Our product is positioned in the premium clean beauty category, aligning with Sephora’s values of innovation, transparency, and sustainability. It targets conscious consumers who seek high-performance skincare that is vegan, ethically formulated, and rooted in both science and tradition. With a focus on sensitive and barrier-compromised skin, the formula delivers visible results without harsh ingredients.
We are currently distributed in South Korea, and the United States, and actively expanding into Europe and the Middle East through global retail partners. Our goal is to grow presence in prestige beauty retailers such as Sephora, where ingredient integrity, clean formulation standards, and storytelling matter.
By blending advanced PDRN technology with heritage Korean botanicals, we offer a unique proposition for Sephora customers seeking results-driven skincare with a clean, modern sensibility.
Timeline
April 7, 2025
Platform Opening
June 2, 2025
Entries closing
June 24, 2025
Finalists Announcement
July 3, 2025
Deadline for Receiving Products
July 15, 2025
Awards Ceremony
Winners Announcement