The New Fountain of Youth

Wrinkles are so 2012. The worldwide antiaging market is now focusing on brighter, more even-toned skin as the fountain of youth.

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May 30, 2013 3:06 PM
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Courtesy of Company

Korea

"In Korea, they take skin brightening even more seriously than they do in Japan," says Shamban, who has toured the cosmetic-obsessed country extensively. The native Sulwhasoo brand has been leading the way with its Snowise Brightening collection, which relies on ingredients gleaned from holistic healing, like white ginseng, to help curb melanin production by reducing inflammation. Some of the products also contain white cloud grass, which increases circulation so skin seems to glow. "The future is definitely looking bright," says the dermatologist, who is a fan of the brand.