the SAEM

Brand History

THE SAEM promises to share the global eco spirit
for better products and better experiences
with Korean technologies

2024 ~ 2023
2022 ~ 2021
2020 ~ 2019
2018 ~ 2016
2015 ~ 2013
2012 ~ 2010

2024

The Saem brand has been renewed (2024).
- 01
  Urban Breeze Eau de Perfume (2SKU) launched on the Olive Young online store.
- 04
  The UV Perfection Safe Barrier Sun Protection Line was launched.
  UV Perfection Water Fit Soothing Sun Essence and an additional SKU received both V-Label and Reef-Friendly certifications.
- 06
  The Saem brand has been renewed (2024).
  [I'M THE SAEM] pop-up store opened in Seongsu.
  Cover Perfection Triple Pot Concealer secured the top spot in the 2024 Glowpick Beauty Awards for the first half of the year.
- 07
  The Cover Perfection Concealer Cushion Renew was introduced.
- 09
  The Saem Men’s Care products launched on the Olive Young online store.
  True Mushroom LX Lift UP Cream Mask has earned V-Label Certification.
  Cover Perfection Triple Pot Concealer received the Editor’s Pick award in the Flawless Base Concealer category at the Allure K-Beauty Awards 2024.
- 10
  A pop-up store was held at Shibuya MODI in Tokyo, Japan.
  The Temptation Age Return line was launched.
  UV Perfection Safe Barrier Sun Protection Line (2SKU) launched at the Olive Young online store.
- 11
  Healing Tea Garden Green Tea Cleansing Water and 22SKU were certified vegan by the Korea Vegan Certification Institute.
  Saemmul Single Shadow (20SKU) launched on the Olive Young online store.
  Cover Perfection Triple Pot Concealer won first place in the Concealer category at the 6th Korea YouTuber’s Excellence Awards 2024.
- 12
  Cover Perfection Triple Pot Concealer earned the top spot in the Pot Concealer category at the Glowpick Awards 2024.
2023

Triple Pot Concealer was recognized with the MD’s Pick award at the Olive Young Awards 2023.
- 01
  Eco Soul Vegan Makeup (7 products) and Studio Slim Brow Mascara received V-Label Vegan Certification.
- 04
  Expanded into Hungarian DM stores.
- 07
  Natural Condition Sparkling Cleansing Water and Natural Condition Sparkling Lip and Eye Remover launched at Olive Young and received V-Label Vegan Certification.
  Natural Mask Sheet (6 products) launched on the Olive Young online store.
- 08
  Launched in the 5th branch of MULTYBEAUTY in Thailand.
- 09
  The new brand ‘Drop Be’ skincare line (7 products) launched to Daiso and received V-Label Vegan Certification.
- 10
  The new brand ‘Drop Be Colors’ base makeup line (10 products) launched at Daiso and received V-Label Vegan Certification.
  Cover Perfection Triple Pot Concealer won the Allure Best of Beauty Award 2023.
  Urban Eco Golden Berry C Tone Up Sun Cream won the 2023 Allure Best of Beauty Award.
  Urban Breeze Eau de Perfume and Hand Cream (4 products) received Eve Vegan Certification.
- 11
  Participated in Cosmoprof Hong Kong.
  Cover Perfection Concealer Pencil won the Cosmo Beauty Awards 2023.
  Cover Perfection Triple Pot Concealer won the 5th Leferi Korea YouTuber’s Awards 2023.
- 12
  Cover Perfection Triple Pot Concealer was recognized with the MD’s Pick award at the Olive Young Awards 2023.
2022

Launch of Urban Eco Golden Berry C line and certified V-label
- 01
  Taiwan: Launched in 7 online channels Hong Kong: Opened official
  online store EU: Launched Europe Amazon (Germany, France and
  Italy) Opened The Saem global Instagram account, managing by
  Headquarters
- 04
  Russia: Launched in Magnit Türkiye: Launched in online store
- 05
  Launch of Urban Eco Golden Berry C line and certified V-label
- 08
  Thailand: Launched in 4 stores of MULTY BEAUTY Vietnam:
  Launched in 18 stores of GUARDIAN and online mall
- 09
  10th Anniversary of Cover Perfection Line El Salvador: Launched in
  5 stores of SIMAN Department store Launched in 5 stores of
  PRISMA MODA
- 10
  Launch of True Mushroom LX line and certified V-label Certified V-
  label for Cover perfection concealer cushion Chile: Opened 3rd
  store
2021

Got Eve Vegan Certification for
‘Healing Tea Garden
- 01
  ‘Urban Eco Waratah’ receives Pearls of the Cosmetics Market Award
  2020 Got V-label Vegan certification for all ‘Urban Eco Harakeke’
  line
- 02
  Cover Perfection Tip Concealer’ receives @cosme Best Cosme
  award Got France Eve Vegan certification for ‘Flow Lip Tint’
- 03
  Launched ‘Studio Slim Fit’ line and got Eve Vegan Certification O
  pens store in Osaka Namba City
- 04
  ‘Prism Light’ receives IF Design Award 2021
- 05
  Launched our brand at KONTIGO in POLAND
- 06
  Launched 2nd store in Chile
- 07
  Launched ‘Cover Perfection Tip Concealer’ and ‘True Fit Fixer
  Cushion’ in Olive Young
- 08
  Got Eve Vegan Certification for ‘Healing Tea
  Garden Green Tea Cleansing Water’ and other 6 SKU Launched our brand at Primor in
  Spain
2020

Received the Korea Prestige Brand Awards for four consecutive years
- 03
  Received the Korea Prestige Brand Awards
  for four consecutive years
- 04
  Opens 20th store in Indonesia at Sun Plaza Mall Medan
- 07
  Launched ‘Urban Eco Harakeke’ renewal
- 09
  Got V-label Vegan certification for ‘Urban Eco Harakeke’ 4 SKU
- 10
  Launched fixing base make-up ‘True Fit’ line
- 11
  ‘Body and Soul’ and ‘Prism Light’ receives Red Dot Design Award
  2020 ‘Urban Eco Harakeke’ and ‘Studio’ receives PIN UP Design
  Award 2020 Opens store at Jeddah Park
  and Tabuk Park in Saudi Arabia
2019

Launches ‘Studio’, a professional makeup line
- 03
  Receives the Korea Prestige Brand Awards for three consecutive years
- 04
  Launches ‘Derma Plan Green’, a specialized skin care for sensitive, trouble-prone, oily skin
- 06
  Opens third store in Mongolia
- 09
  Receives the Grand Prize in the Cream, Cleansing Tissue, Makeup Base and Pact category at Glow Pick’s Consumer Beauty Awards
- 10
  Launches ‘Studio’, a professional makeup line
  Ranks No.1 in the concealer category at the Brand Customer Satisfaction Index for five consecutive years
- 12
  Receives The 56th Annual Trade Day $30 Million Export Tower Award
  Receives Best Partner Prize at E-LAND’s Mutual Growth & Cooperation Agreement Ceremony
  Ranks No.1 in the concealer category at @cosme’s The Best Cosmetics Awards
2018

Launches ’Derma Plan’, a specialized skin care line for sensitive skin
- 01
  Receives the IF Design Award for ‘the SAEM Paint Line’
- 03
  Receives the Korea Prestige Brand Awards for two consecutive years
- 05
  Launches ’Derma Plan’, a specialized skin care line for sensitive skin Opens first store in Uzbekistan
- 06
  Opens first store in the Philippines
- 09
  Ranks No.1 in the concealer category at the Brand Customer Satisfaction Index for four consecutive years
  Launches in Sally Beauty, a professional beauty supply store (the U.S./Canada/Mexico)
- 10
  Receives the Gold Prize from the International Business Awards in the video category
- 12
  Receives the Grand Prize for Mineralizing Creamy Concealer from the Cosmo Beauty Awards in the concealer category
2017

Cover Perfection Tip Concealer hits 8 million units sold
- 02
  Receives IF Design Award for ‘Gold Lifting’, ‘Perfume De Grasse Body’, ‘Sooyeran Radiance’, and ‘Chaga’
- 03
  ‘Eco Soul Kiss Button Lips’ hits 10 million units sold
- 04
  Enters CVS/Pharmacy, a US drugstore chain ‘Urban Eco Harakeke line’ hits 4 million units sold
- 06
  Opens store in Ginza, Japan
- 07
  Opens first store in Myanmar
- 08
  Opens first store in Mongolia
  ‘Healing Tea Garden Cleansing Water’ hits 5 million units sold
  ‘Eco Soul Kiss Button Lips’ hits 11 million units sold
- 09
  Opens first store in Kyrgyzstan
- 10
  ‘Cover Perfection Tip Concealer’ hits 8 million units sold
- 11
  Receives WPO 2017 Worldstar Packaging Award for ‘Fresh Bamboo line’
  Is certified for Quality Management System Certification (ISO 9001)
  Is certified for Environmental Management System Certification (ISO 140001)
- 12
  Receives The 54th Annual Trade Day President’s Award
  Receives The 54th Annual Trade Day $20 Million Export Tower Award
2016

Opens first store in the US and Japan and receives most prestigious design awards!
- 02
  Receives IF Design Award for ‘the SAEM Chaga line’
- 04
  Starts receiving certificate from China Food and Drug Administration
  Launches ‘Urban Eco Waratah’
- 05
  Launches ‘SonHa by the SAEM’ in Japan QVC
- 06
  Opens first store in Japan
  Opens first store in the United States
  ‘Kiss Button Lips’ hits over 2.6 million units sold in 6 months
- 10
  Receives Grand Award from Brand Customer Satisfaction Index in Concealer section for 2 consecutive years
- 12
  2016 Reddot award best of best
  Receives 2016 Reddot Award Winner for ‘Cell Renew Bio’
  Receives The 53th Annual Trade Day
  $10 Million Export Tower Award
2015

‘Cell Renew Micro Peel Soft Gel’
in renewed design
- 01
  Launches ‘Express Beauty Cotton Swab’ (First brand shop to launch ‘Peeling Cotton Swab’) Releases
  ‘Cell Renew Micro Peel Soft Gel’ in renewed design
- 03
  Launches ‘Eco Soul Spau BB line’
- 06
  Opens first store in Indonesia
  Starts brand membership rating system
- 08
  Opens first store in Malaysia
  Launches ‘Chocopie Hand Cream’
- 09
  Launches ‘Urban Eco Harakeke Root Cream’
- 12
  ‘Urban Eco Harakeke’ hits over 1 million units sold
  Brand membership surpasses 1.6 million total members
2014

Launches ‘Eco Soul Kiss Button Lips’, a new click-type lipstick
- 02
  Launches ‘Iceland Hydrating line’
- 06
  Opens first store in Cambodia
- 09
  Launches ’Urban Eco Harakeke Firming Seed Cream’
- 10
  Launches ‘Eco Soul Kiss Button Lips’
- 12
  Expands ‘Cover Perfection’ concealer line Opens first store in Russia
2013

Gem Miracle Black Pearl O2 Bubble Mask hits 1 million units sold
- 02
  Re-establishes brand concept & identity
- 06
  Launches ‘Healing Tea Garden Green Tea Cleansing Water’
- 09
  Launches ‘Urban Eco Harakeke Cream EX’
- 10
  Opens first store in Kazakhstan
- 12
  ‘Gem Miracle Black Pearl O2 Bubble Mask’ hits 1 million units sold
2012

Launches ‘Urban Eco Harakeke Toner’
- 03
  Opens first the SAEM online shopping mall
- 05
  Opens first store in Thailand
- 09
  Launches ‘Urban Eco Harakeke Toner’ (First beauty brand to formulate New Zealand ‘Harakeke’ ingredients in skincare product)
  Launches ‘Cover Perfection Tip Concealer’
2011

Accelerates in opening overseas stores
starting with Hong Kong
- 03
  Launches ‘Gem Miracle Black Pearl O2 Bubble Mask’
- 09
  Launches ‘Chaga line’
- 12
  Opens first store in Hong Kong
2010

Establishes Global Eco ‘the SAEM’ as an affiliated company of Hankook Cosmetics
- 02
  Establishes The Saem International Co., Ltd.
- 07
  Holds grand event for the SAEM brand launching
- 08
  Opens first store in Myeongdong, Seoul
  Opens the SAEM website
  Launches ‘Gem Miracle Diamond line’
  Launches ‘Dr. Beauty Micro Peel Soft Gel’