Animal testing is banned in E.U. However, many brands that sell in E.U. test their products on animals to sell in China and other countries. We find this outrageous and false. There are no good reasons to test cosmetics on animals.
In April 2021, the video of “Save Ralph” went viral as it called for a ban on cosmetic testing on animals globally. We are in full support of this objective. Therefore, all our products are vegan and have never been tested on animals. This is certified by EVE vegan for all of our products.
European Union has banned all animal testing on cosmetics. So if you live in Europe, why should you care about animal testing? Unfortunately, many brands that sell products in the E.U., continue conducting animal testing in other countries. Selling cosmetics in China and other countries legally requires animal testing. To sell in the E.U., the products are adjusted. For instance, changing the barcode is sufficient. Then the brands claim that this product is cruelty-free. We find this practice outrageous and false.
We believe it is morally wrong to subject animals to a tremendous amount of pain and suffering during animal testing. Animal testing is also unnecessary. We have thousands of effective ingredients at our disposal with a history of safe use –no additional testing is required. Innovative testing methods such as human cell-based tests and sophisticated computer models have evolved. The new testing methods are often faster, less expensive, and more reliable.
We also believe that animal-based ingredients are unnecessary for effective products. Our Vegan Collagen products are a great example. Conventional collagen is obtained from animals including cows and fish.In contrast, our vegan collagen is derived from natto gum (fermented soybeans), wheat, and amino acids. It replicates the natural make-up and effects of collagen: Retain moisture, reduce water loss and increase skin elasticity. In addition, vegan collagen is rich in anti-oxidants and has a superior skin penetration rate due to its smaller molecular size.
As the E.U.has banned animal testing, using “cruelty-free” claims violates the fair marketing act. However, brands continue exploiting the loopholes and conduct animal testing elsewhere. We are proud to never conduct animal tests on our products. WE LOVE ANIMALS.
Caption: EVE vegan certifies that STAY Well products are free of animal ingredients, are never tested on animals and no ingredients have been tested on animals in the past five years
 EVE vegan
Bubble masks went viral in 2017 and have become a favorite of many people. However, most bubble masks contain harmful microplastics to create bubbles. We found a way to avoid microplastics and still get crazy bubbly experience and deep cleansing effect.
Bubble masks went viral in 2017 when Reddit user ZeApollo posted about her bubble mask experience. We and many other people also love bubble masks. Bubble mask generates O2 bubbles that deeply cleanser and purify the skin. During our product development, product testers told excitedly that their skin felt clean and pure like after a professional treatment by a cosmetologist.
But did you know that almost all bubble masks contain a harmful microplastic called PFAS?
You can identify PFAS ingredients as they often contain “perfluoro” in the ingredient list. PFAS are problematic because they persist in the environment longer than any other man-made substance. They will continue accumulating and polluting our environment for generations to come.
We contacted many Korean cosmetic manufacturers, including the biggest ones. All of them said that PFAS was needed to raise the bubbles. But at STAY Well, we do not believe in simple answers. We believe that better solutions are possible by working together. Through numerous iterations, we found a liquid and biodegradable form of Acrylates Copolymer. This ingredient is clean (no microplastic). It creates a crazy bubbly experience and provides a deep cleansing effect!
Also, our bubble masks are vegan and dermatologically tested. STAY Well bubble masks are available in four flavors: Charcoal –Volcanic Ash – Green Tea – and Peach. Click here to learn more about each of the products.
 European Chemicals Agency, Hot topic on Perfluoroalkyl chemicals (PFAS), echa.europe.eu
Our Vegan Face Masks are climate neutral. How exactly does this work?
Together with ClimatePartner, we have measured the carbon emissions that occur during the manufacture of STAY Well Vegan Face Masks through raw materials, packaging, logistics and disposal: this is known as the Product Carbon Footprint.
Where possible, we avoid and reduce our CO2 emissions. In particular, we are optimizing transport and improving the formulations.
We offset all unavoidable CO2 emissions from the Vegan Face Masks by supporting a climate action project. As a result of this, the Vegan Face Masks are certified carbon neutral.
To compensate for unavoidable CO2 emissions, we support a recognized climate action project certified according to international standards.
Through our project, 57 freshwater wells are restored and maintained in Sierra Leone. This eliminates the need to purify water by boiling it on fire and avoids the resulting carbon emissions. In addition, this project benefits gender equality, as typically women and girls are responsible to collect firewood and water.
To learn more, visit www.climatepartner.com
The 10-step beauty routine has been one of the buzzwords that made a name for K-beauty. We believe that layering of products is effective and allows to adapt to the individual skin needs. But suggesting that 10 steps are needed to be beautiful and well is misleading and counterproductive.
Caption: STAY Well explains 10-step K-beauty routine and what really matters
For a recap of the 10-step K-beauty routine, check our Instagram post on the topic 10-step Korean skincare routine.
We celebrate the diversity and wide range of different products that we have at our disposal to take good care of our skin. But we are also realistic. Many people lack the time to go through 10 steps on a regular basis. We also think that their skin does not need it.
Telling people that 10 steps are needed to get good skin can be counterproductive. In today’s world, we are already overloaded with the constant flow of information and struggle with the fear of missing out. Now we should also worry about not missing out on our 10 steps. But life sometimes has different plans. We believe that you should not worry about having the perfect skincare routine. Do what is right for you to be well.
Here is our opinion on layering steps in your beauty routine:
During the day our face is exposed to dust, dirt, sweat, pollutants, and other unwanted particles. leansing is the first step and a must-do.
Some people swear on double cleansing: Oil-based cleansers remove sunscreen and water-proof make-up, followed by a water-based cleanser. Even in Korea, the opinions are divided about this. While some people definitely benefit from using oil-based cleansers, we see that for the majority of people a basic, water-based cleanser gets the job done.
In addition to daily cleansing, Korens swear on the power of exfoliation. Exfoliation removes dead skin cells and leaves a smooth, glowing skin. Experts recommend exfoliating atmost 2-3 times per week to avoid damage to the skin barrier.
The fourth step in the 10-step routine is toning. Toners re-balance the pH-level of the skin after cleansing and provide intense hydration. The focus on intense hydration makes Korean toners different from Western toners which often have a cleansing effect. We believe that one can live life perfectly fine without a toner – but once you try a good toner, you will fall in love with it!
The next step would be to apply essence. The formulation of essences looks quite similar to toners. But their purpose is to smooth the skin and to accelerate skin cell turnover. Very few people in Europe use essences but there are many Korean women who regard this step as essential in their skincare routine.
Serums and ampoules are highly concentrated formulas to address specific skin concerns. For instance, collagen serums can increase skin firmness, elasticity and reduce fine lines. Vitamin C serums have a skin-leveling effect and support skin radiance. Hyaluronic Acid serum provides hydration for dry or dull skin.
Sheet masks are single-used products that boost the moisture level of your skin. The liquid which the sheet mask is soaked in, is basically a serum. Leaving the sheet on the skin for 15-20 minutes optimizes the absorption rate and maximizes the moisture level.
The skin around your eyes is thinner and more sensitive than the rest of your face. Eye creams can help with dark circles or dry parts around the eye area.
Moisturizing and protection
Moisturizer is applied after the previous products are settled in. Their main job is to seal in the moisture and active ingredients. There is a wide range of different moisturizers in terms of effectiveness and texture. For instance, in STAY Well there are Vitamin C+B3 Emulsion Cream (very light texture), Triple Hyaluronic Acid Watery Gel Cream, Vegan Collagen Cream, and Tea Tree Cream (rich texture).
Multiple scientific studies show that UV light is a major factor in premature skin aging and increases the risk of getting skin cancer. Applying sunscreen creates a shield all over your skin and protects you from harmful UV lights. Korean sunscreen is very different as it has a light, pleasant texture. It spreads easily and absorbs quickly. Korean apply sunscreen multiple times during the day to maintain the best level of protection.
There is no doubt on the popularity of Korean skincare. Whether you have traveled to Korea or not, If you are interested in the beauty world, you must have heard about the 10 steps Korean skincare.
Sheet masks are probably the most popular and well-known products in K-beauty. Even many Western brands offer their own sheet masks. But when it comes to diversity of effects and quality of material, Korean brands still set the standards.
It takes 15-20 minutes for many skincare ingredients to be optimally absorbed into the skin. A sheet mask assists in this process as it stores additional serum. And it covers the face, reducing possible evaporation. Therefore, sheet masks are so effective in delivering active ingredients to your skin.
Sheet mask flavors have different effects and address different skin concerns. For instance, for a calming or soothing effect, STAY Well Aloe Vera or Watermelon sheet masks are good choices. Coconut and Pomegranate flavors have an anti-aging and firming effect. Pineapple and Peach promote skin glow and radiance. Blueberry is rich in anti-oxidants. And Avocado has a special softening effect.
Tip for an even better sheet mask experience: Keep your sheet masks in the fridge. The cold feeling feels very refreshing but also increases blood circulation, which promotes absorption and gives a soothing effect.
At STAY Well, we take pride not only in offering high-quality sheet masks but also in turning these single-use products to be environmentally friendly. When we launched our vegan face mask line in January 2021, we introduced a market novelty as we used biodegradable fabric for the sheet material.
Now in April 2022, we are upgrading the products to also be climate neutral. We are working to reduce our carbon emissions by optimizing transport from Korea and improving the formulations. We offset unavoidable emissions by supporting a climate action project. This project helps maintain wells for clean drinking water in Sierra Leone. This eliminates the need to purify water by boiling it on fire and avoids the resulting carbon emissions. In addition, this project benefits gender equality, as typically women and girls are responsible to collect firewood and water. To learn more, visit climatepartner.com
As the most important purpose of Korean skincare is the keep your skin hydrated and moisturized, sheet masks play a crucial role. Most Koreans use the sheet masks 2-3 times a week.
1. Cleanse and dry your face. (You can also apply light formulated skincare products like a toner before the mask)
2. Unfold the mask sheet and place it over your face.
3. Relax for 15-20 minutes.
4. Remove the mask gently and discard.
5. Tap the leftover product into skin.
• You can keep your sheet masks in the fridge if you like. The cold feeling would increase the blood circulation, which would hep the moisture absorption and give a soothing effect.
• Sheet masks alone are not enough to solve all your skin problems and get outstanding results. They should be applied within a well-organized skincare routine for the best results.
Cruelty-free cosmetics developed by European experts and reputable Korean health and cosmetics manufacturers.
Our journey with K-beauty started in 2014 with importing Korean beauty brands and distributing them to retailers across Europe. We learned a lot about cosmetics, their efficacy, and safety. We also saw that consumers in Europe were looking for quality products that are environmentally friendly, have a minimalistic design, and are affordable. We saw the need for a brand that was good for you and good for the environment.
Besides the passion for K-beauty, another big factor that brought our team together is the wish to create a better and kinder world. We believe that you are good just the way you are. You do not have to change who you are or buy a new product to become worthy. You are beautiful. Therefore, we called our brand STAY Well.
Finally, in 2020 we gathered our courage and launched our brand. Since then, we have launched over 40 products and gotten listed in retailers across Europe. To learn more, read our blog posts or leave us a message.
We work with selected Korean formulators to develop cosmetics that are skin-friendly, extremely moisturizing and effective. We assess each ingredient carefully before including it to our formulations.
Our cosmetics are vegan and cruelty free. We constantly strive to develop and improve our products. For instance, in 2020 we launched sheet masks with biodegradable fabric which was a market novelty at the time. In 2022, we are pioneers once again as we turn our vegan face masks to be climate neutral.
We want to make the world a better and kinder place – one step at a time.
We believe that you are good just the way you are. You do not have to change who you are or to buy a new product to become worthy. You are beautiful. Therefore, we called our brand STAY Well.
Every person has the right to enjoy moments of well-being and self-care.
In all our work and communication, we believe in transparency, honesty, and open collaboration. Working together creates better solutions.
We respect and value all fellow human beings and all animals.
Achieving all of the above does not have to come at a high product price. We want STAY Well products to be affordable to everybody.