The simple fact is: K-beauty is so much more than a sheet mask.

At the heart of these beloved products is the centuries-old Korean principle gwallee 관리. This concept of maintaining self-care practices to help take care of your wellness and beauty with purpose and intention is very different from the often romanticized and “wellness-washing” notion of western self-care activities. Gwallee 관리 sits deeper. It is the caring of one’s mind through reading; the healing of the body through a massage; the rejuvenation of the soul through quality time with friends.

In South Korea, this principle is passed down through multi-generational living. Women of every age share collective beauty and life experiences through timeless rituals. Daily tea ceremonies provide a moment to reconnect with those around you while granting you the sanctuary to recharge. Bath houses allow for the creation of closer bonds while honoring your body. It is here where gwallee 관리 is practiced.

Named after the Korean word for beauty and based on the concept of gwallee 관리, AIREM strives to carry on these deeply rooted rituals. From curated treatments and clinical-grade skin care products to meditative tea ceremonies and beauty retreats, we invite you to discover your gwallee 관리.