OUR STORY
Made in Korea. Made for You.
Korean skincare is recognized worldwide. But most Korean products were built with East Asian skin in mind.
The reality that Southern African women face is different. The intense sun drenches this continent in powerful UV rays, and while African skin is naturally beautiful and resilient, it comes with its own set of challenges — hyperpigmentation, melasma, uneven skin tone, and deep dark circles.
Two options existed: viral lightweight products with insufficient UV protection that worsened skin over time; or heavy mineral sunscreens with white cast, never designed for darker skin tones. Neither was good enough.
Minhwa was created to fill that gap — mineral UV protection formulated for Southern African skin, shade-matched through 10+ rounds of on-the-ground testing, with a lightweight Korean texture.
Someone who grew up under the same sun.
Min was a Korean boy with an almost unreasonable passion for skincare. His teenage years were spent in Zimbabwe. He grew up in the same air, under the same sun, alongside the people of this land.
He saw firsthand the frustrations women faced with their skin — and the helplessness of knowing better products existed somewhere, but were simply out of reach.
“This isn’t just someone’s skin concern. It’s a problem created by environment and infrastructure.”
That thought was the beginning of Minhwa. His focus: reducing the time you spend hesitating in front of the mirror, making today’s choice protect tomorrow’s skin.
— Min, Founder of Minhwa
Swipe or tap to read the founder’s story →
We don’t just focus on skin. We think about the entire environment and structure you live within on this continent.
We make three promises to you:
First, we will never take the problems you face lightly. Second, we will formulate our products based on the environment you actually live in. Third, we will take responsibility for every step — until the moment Minhwa is in your hands.
We solve two problems simultaneously. The skin problem: prescription-grade skincare for Southern Africa’s UV environment. The access problem: unstable supply chains, authenticity doubts, long shipping, inflated prices — we build the path for the product to actually reach you.
