Korean cosmetics brand Ph. Hubby has launched its latest offerings—‘Sseumbagwi Soothing Toner’ and ‘Sseumbagwi Repair Zone Enhancer’—featuring the traditional plant known for its use in addressing skin discomfort.
Sseumbagwi is a member of the daisy family, recognized for its distinctive bitter taste. Historically utilized in cooking and traditional medicine, it is mentioned in the classical medical text, ‘Donguibogam,’ which records its use in regulating body heat and treating skin issues. Inspired by this traditional application, Ph. Hubby conducted clinical trials to objectively confirm the skin improvement effects of products incorporating Sseumbagwi.
According to comparative clinical trial results presented by Ph. Hubby, the product utilizing Sseumbagwi demonstrated a soothing effect 1.32 times greater than products containing Centella Asiatica (Cica) and 1.45 times greater than those containing Houttuynia Cordata extract. These results were derived from skin condition comparisons before and after product use, with a focus on the same ingredient concentrations across test conditions, underscoring the potential for Sseumbagwi-based products in calming irritated skin.
The ‘Sseumbagwi Soothing Toner’ contains 5% Sseumbagwi extract and is designed to provide hydration while soothing sensitive skin affected by environmental stressors and daily friction, preparing it for subsequent skincare steps. Clinical tests revealed that skin temporarily damaged by physical stimuli showed a 77.85% improvement post-application. Additionally, skin temperature increased by an average of 4.059℃ due to thermal stimuli, with a reduction rate of 73.15%, further confirming the product's efficacy in soothing skin irritations.
The accompanying ‘Sseumbagwi Repair Zone Enhancer’ features a high concentration of Sseumbagwi extract at 7.8% (78,000 ppm), formulated for enhanced skin barrier maintenance. This product is meant to be gently applied after toner use to provide both soothing and barrier-supporting benefits.
The core ingredient is Ph. Hubby's proprietary composite, ‘Repairsom™,’ which combines Sseumbagwi extract with peptide complexes, Idebenone, and Dandelion extract. This formulation is specifically designed to calm sensitive skin and fortify the skin barrier.
The effectiveness of the ‘Sseumbagwi Repair Zone Enhancer’ was also validated through clinical trials, revealing a 63.10% improvement in skin condition following product use. The product further reduced skin temperature by 7.255℃, with a reduction rate exceeding 100%, and demonstrated a 19.32% improvement in skin barrier function.
A representative from Ph. Hubby commented on their strategy, stating, “By integrating the traditional value of Sseumbagwi with modern cosmetic research and clinical trials, we aim to establish it as a next-generation K-beauty soothing ingredient. Through the Sseumbagwi Soothing Toner and Repair Zone Enhancer, we propose a comprehensive skincare solution that manages not only soothing but also skin temperature and barrier.”
Ph. Hubby plans to initially enhance brand awareness of the Sseumbagwi skincare line through domestic online distribution and consumer experience marketing. Following this, the company aims to expand its global distribution network, particularly in markets showing strong interest in traditional plant ingredients and K-beauty, such as China and Southeast Asia, with future aspirations to penetrate the U.S. market and position Sseumbagwi as a representative global ingredient for the brand.
