HERITAGE

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CAOLION Cosmetics

Commending Aesthetic Originality + LION

CAOLION is a natural brand of cosmetics created by a woman to protect her skin. CAOLION cosmetics
contains a balanced ratio of maximum natural ingredients and minimal chemical ingredients,
formulating a line of skincare products that are gentle and effective in addressing skincare issues.

NATURAL BEAUTY IS WHERE IT BEGINS

Commending Aesthetic Originality
CAOLION holds true to its belief that every woman should feel comfortable in her own skin. The skin
being the largest organ in our body with extraordinary healing properties, needs to be preserved and
regularly maintained. The use of excessive chemicals, heavy makeup, and constantly choosing the wrong
cosmetics, leads the skin astray from its original healthy vitality. Truly beautiful skin can only be
perfected so long as sound health is maintained with pure life energy, not merely through visible
contouring and conditioning.

Lion
Founded in 1995, CAOLION was the first amongst its domestic counterparts in Korea to launch skincare
products that were free from synthetic dyes, fragrances, and alcohol. Over the past 20 years, CAOLION
has established itself as one of the trend-leading brands amongst the Korean domestic market. Through
continuous research and development, CAOLION has currently developed a wide variety of natural
skincare products that are free from 18 different chemical additives. CAOLION has continued in its
endeavor to create products closest to nature. Empowering an all-natural and hypoallergenic cosmetics
industry in Korea, CAOLION is the worlds most gentle cosmetic.

FOUNDERS STORY
If it can be eaten, it will not irritate the skin!
During the early 90s CAOLIONs Founder and Chairwomen Jinyoung Joo, spent countless efforts in
finding the right cosmetic product that would be suitable and not irritate her sensitive skin. At the time,
there was no cosmetic that existed on the market with natural healing capabilities. All products were
focused on delivering instant, temporary results and hence formulated with heavy chemical ingredients
and skin irritants. The market was focused on products with good fragrance, smooth application and
comfortable wear ability. Are there any reliable products for sensitive skin?From this, CAOLION
was born.

Jinyoung Joo designed CAOLION Cosmetics especially for those women with sensitive skin like herself.
Her efforts for these creations were sincere as she did not hesitate to even taste them to prove their
organic properties. And with these origins, CAOLION marked the historical and new beginnings of an allnatural, hypoallergenic cosmetics industry in Korea.

PHILOSOPHY PAGE

YOU ARE BEAUTIFUL JUST THE WAY YOU ARE

Beauty is no quality in things themselves: It exists merely in the mind which contemplates
them; and each mind perceives a different beauty. One person may even perceive deformity,
where another is sensible of beauty; and every individual ought to acquiesce in his own
sentiment, without pretending to regulate those of others. (Hume 1757, 136)

The perception of beauty varies from one person to another. What is considered beautiful to
one person, may be considered ugly to another. All beauty is therefore related to the aesthetics
(shape, color, size, pattern, placement, etc.). CAOLION defies these barriers in its pursuit to
promote natural beauty as true beauty.

You are beautiful just as you are.

The perspectives of beauty may differ.
A tight skin texture without wrinkles, a fair skin without blemish may be the
standard of beauty for some.
But CAOLION pursues for natural beauty, just as it is.
The remark of aging is nothing to be ashamed of or hide.
Wrinkle and blemish made by aging shows the remarks of years, thats a part of
you.
Put no more efforts on getting rid of signs of age with strong ingredients and
advanced technology.
CAOLION Cosmetics will help you to be more confident with natural aging beauty.

PHILOSOPHY PAGE

CAOLION COSMETICS PURSUES ONLY ON WHAT WE BELIEVE TO BE

RIGHT
Wrinkles, blemishes, and fine lines, are all a part of the natural cycle of aging. These marks are etchings
of our experiences and journey through life from what we have been through to who we want to
become. CAOLION Cosmetics wants to help a woman to be more confident and beautiful through the
natural process of aging. Instead of using cosmetics with strong chemical ingredients and advanced
formulations that may potentially harm the skin, CAOLION believes in the concept of Minus Beauty and
Slow Cosmetics:

Minus Beauty
When it comes to natural cosmetics,
Its not about whats in it, but about
whats not in it.

All CAOLION Cosmetics are created to draw

out harmful bacteria from pores, through
natural detox to deliver essential hydration
and nutrition to the skin. CAOLION strives
to exclude the use of chemicals which may
irritate the skin in all its products.

Slow Cosmetics
Slow-Cosmetics means restoring
the natural beauty of skin.

For the past several years the cosmetic industry

has leaned in the direction of developing
products for instant and temporary results. The
natural process needed to achieve healthy skin
was overlooked by the haste to create strong
chemically formulated cosmetics to achieve
instant results. CAOLION condemns the use of
chemicals for immediate, short-term results
that may potentially harm the skin. We believe
in the use of Slow-Cosmetics to awaken the
natural beauty of skin.

CAOLION Cosmetics pursues solely on what we believe to be right.

CAOLION Cosmetics does not try to be an issue by following the trend.

But CAOLION Cosmetics tries to be an ordinary cosmetic for all.
Regardless of age, gender or skin type; just as how ordinary it is to wash off the face
with water.

PHILOSOPHY PAGE

RESTORING AUTHENTIC BEAUTY, JUST AS IT WERE

CAOLION Cosmetics focuses its products in restoring the skin to its original natural beauty. With
the belief that life stems life, the ingredients that establish the base of CAOLIONs cosmetic
products have been kept in its raw, original form. For this reason, CAOLIONs cosmetic products
have a thick consistency, neutral color, and an un-fragranced aromatic smell.


Creating authentic beauty, just as you were


CAOLION Cosmetics was created to revive the natural beauty inside of you, just as

how you first looked.

We believe even the ingredients, the basis of cosmetics, has to be in the original form

to perform most effectively.
Therefore, products from CAOLION Cosmetics may feel rough, less colorful and smell

aromatic.

The natural form is served in the cosmetic.

R&D PAGE

TRYING OUR BEST TO BE THE BEST

CAOLION is not focused on promoting manufactured products that deliver temporary results,
but on the delivery of high quality products with long-lasting results. Committed to creating
products closets to nature, CAOLION has formulated a golden ratio that balances the
maximum amount of natural ingredients with the minimal amount of chemical ingredients.
Because natural ingredients can sometimes irritate the skin, the minimal amount of chemical
ingredients is needed to offset this effect and to enhance the absorbency of natural ingredients
into the skin.

At CAOLION, our products are created with the deepest level of sincerity. Through extensive
research into various skin types and the causes of skin concerns, CAOLIONs passion and effort
in delivering high quality products suitable even for the most delicate skin, has made CAOLION
the worlds most gentle cosmetic.


Trying our best than being the best
Prior to create unique products and ingredients,
Researching and developing products that focuses on the very basis, containing natural
energy

Natural energy The most gentle, but most powerful energy due to its harmony
Caolion is not a natural cosmetic.
Caolion does not necessarily create products only with natural ingredients. Caolion is not using
chemical ingredients because Caolion is incapable of using natural ingredients only or natural
ingredients are too pricy. Caolion has stopped insisting on natural ingredients only, and embraced
minimal amount of chemical ingredients. Caolion has started embracing minimal amount of chemical
ingredients in order to put in natural ingredients that could be beneficial but too hard on skin at times.
Minimal amount that helps natural ingredients beneficial components be absorbed.
Caolions secret is the golden combination and ratio between the natural and chemical ingredients
for your skin to absorb smoothly and gently. In order to put in maximum amount of natural ingredients
in a container, Caolion studies the relationship between the chemical and natural ingredients. The
perfect combination and ration that would create the synergy and bring the vitality and energy to your
skin. Thats what makes Caolion stand out. But thats not all we offer. Because natural ingredients
can sometimes irritate the skin more than anything else, we find the minimal amount of chemical
ingredients to offset the strength of natural ingredients and for the skin to absorb much amount of
natural ingredients smoothly. The study of the relationship between the maximum amount of natural
ingredients and minimal amount of chemical ingredients to support the absorbing ability of natural
ingredients. Thats what makes Caolion different. A cosmetic made with Caolions passion and
effort, a cosmetic even for the most delicate and weak skin to absorb the best natural
ingredients. Caolion is the worlds most gentle cosmetic.

R&D PAGE

MANUFACTURING CENTER
Most cosmetic brands manufacture through OEM and partner with mass production facilities
however, CAOLION operates its own manufacturing facility in order to preserve the best level of
efficiency and sustainability efforts. Through this supply chain process, CAOLION has been able
to continue to deliver products created with a unique brand philosophy, natural ingredient
anecdotes, and innovative methods of manufacturing.


Manufacturing Center



Most cosmetic brands manufacture through OEM and partner with mass production facilities.

Perhaps OEM may be a better option considering the cost reduction and convenience.
However, CAOLION decided to operate our own manufacturing facility as no one else can create our

products with conscience and effort better than ourselves. Thus, CAOLION was able to introduce

products created with a unique brand philosophy, secret recipe and special manufacturing method.

DISTRIBUTION CENTER

Because natural cosmetics are more sensitive than regular cosmetics, CAOLION does not store
any of its products in the distribution centers. In an effort to preserve and maintain our
products freshness until its safely in the hands of our customers, CAOLION ensures that the
best environment conditions relating to temperature, humidity, light, sanitary concerns are well
met.

CAOLION Cosmetics promises to deliver products of outstanding quality and freshness,
therefore CAOLION Cosmetics uses a one-stop distribution center equipped with a laboratory
and manufacturing facility.

CAOLION cosmetic operates its own distribution center.



Natural cosmetics that is more sensitive than regular cosmetic and unlikely to store in regular
distribution center
In order to maintain the best quality product, We set of the best condition in temperature, humidity,
light and sanitary conditions.
Until the moment products are delivered to customers, we put the best effort to maintain the
outstanding condition and freshness.
That is why CAOLION Cosmetics is equipped with one-stop distribution center with exclusive
laboratory and manufacturing facility. CAOLION Cosmetics will deliver outstanding quality
products to customers through the best ingredients and freshness.