Many Filipinos are crazy about Korean pop culture, called hallyu—from entertainment to food to fashion. Even Korean beauty products and practices are being snapped up by Filipinos.

Most likely, Filipinos are enamored by the looks, particularly the clear and radiant skin, of their K-pop idols, which many assume are achieved through the use of Korean-made beauty products. A huge market has developed in the Philippines for these products.

Taking a hint from the current fad, United States-based direct-selling company Amway has developed Korean-inspired beauty products, especially formulated and marketed to Filipinos.

It created the brand Miyu, which means “beauty within you.”

Recently, the brand celebrated its first-year anniversary at the Amway Philippine headquarters at Kentek Building in Makati City. Young Amway Business Owners were invited to a pink-themed afternoon party, which featured several games, a foam-up challenge, a bit of cosplay with authentic Hanbok costumes and a photo wall with the cherry blossoms of Nami Island as backdrop. Miyu ambassador Krestle Deomampo graced the occasion, which saw many attendants, proving that the Korean beauty products, including Miyu, remain very popular.

Said to be manufactured in Chungcheong-do, South Korea, but available in Philippine market only, Miyu, which is primarily a skin-whitening product, is specially formulated for Filipinos.

Beauty products made in Korea adapt quite well in cold climate. However, these products do not have the same effect in a hot and humid weather like in the Philippines. Miyu is said to be formulated for tropical weather. Additionally, the products suit well with the Filipino skin tone and are recommended for all genders. It is recommended for day use.

Aside from Korean technology, Amway applied its use of plant extracts to set Miyu apart, even among already famously good Korean skincare products. An active ingredient is buckwheat extract, which is said to provide protection against the harmful rays of the sun, prevent premature skin aging and make skin look fairer while nourishing it to its deepest layer. It is also said to be an antioxidant and anti-inflammatory agent that revitalizes and brightens skin. The second ingredient is chaga mushroom (Inonotus obliquus), which is said to help decrease excessive sebum production and tighten pores.

Miyu prescribes an uncomplicated skincare routine compared to the famous five to eight, and even 10, steps of most Korean skincare regimens. With the Amway brand, the classic three steps are recommended—cleansing, toning and moisturizing. The Miyu kit contains three products.

The first one is the Miyu Free Me Up! 3-in-1 Whitening Cleanser, which is meant to wash away dirt, keep the skin hydrated and whiten the skin. The Pore Me Down! 3-in-1 Whitening Toner contains the chaga mushroom and the buckwheat extracts and is said to tone, minimize pores and brighten skin. Easy Peasy Baby 3-in-1 Whitening Moisturizer promises instant brightening and ultraviolet protection with SPF30.

Amway is targeting students and yuppies, which comprise a large chunk of hallyu lovers, for Miyu.

For more information, contact 02-8148181, or visit www.amway.com.ph.