Ask any beauty expert out there and they’ll tell you nobody—and we mean nobody—is as skin care savvy as those in the K-beauty industry. Knowing this, we tend to perk up anytime we hear of new innovations coming from Korea. The latest to catch our eye? IOPE, a K-beauty brand that’s based on advanced plant science to create beautiful and youthful-looking skin after every use.
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While the product line is pretty stellar, it’s actually one of their anti-aging tips that caught our attention during a one-on-one meeting with IOPE to discuss its launches. According to the brand, the “ribbon zone”—which refers to the area around both cheeks, pinching in toward the center of the nose (demonstrated below!)—is a major point of focus in Korean beauty because it’s an area that begins to show signs of aging at only 30. Because it’s typical to lose elasticity along the contours of the cheeks and nose at this age, people tend to develop saggy skin and a tired, drawn look if they neglect the area.
In order to keep this area looking firm and youthful, IOPE launched its Enlivening Contour Serum ($55). Formulated with milk thistle extract, this unique, bouncy texture binds to the skin to visibly firm and tighten the ribbon zone, giving off that sought-after, plumped-up look.
So, while retinol along your eye area will keep those fine lines at bay, it’s also vital to focus on keeping your cheek area hydrated and plump. With the right products, the ribbon zone can be tightened and contoured for a youthful appearance, and possibly even help avoid the need for fillers in the future.