Founder’s personal story behind development sparks buzz on social media 97% Hinoki water instead of purified water… tailored for sensitive skin Expanding into Europe, the Middle East and beyond with K-beauty premium online shop FASFAS
K-beauty brand for sensitive skin, AGA31℃, is expanding its global footprint to Europe, the Middle East, and Southeast Asia through a partnership with premium K-beauty online shop FASFAS.
The story of AGA31℃ goes beyond product development and stems from the founder’s personal experience. Suffering from severe acne as a teenager, the founder grew up with a strong wish that his own child would never have to endure the same struggles.
In 2016, with the birth of his first child, he made the decision to create skincare products as pure as possible for babies, leading to the launch of the brand AGA31℃. This backstory has since resonated widely with parents, earning empathy and recognition across social media.
AGA31℃ insists on replacing purified water with up to 97% hinoki water (Chamaecyparis obtusa water) in its formulations. Hinoki water has been scientifically proven to provide anti-inflammatory, antibacterial, and anti-allergic benefits, making it effective for soothing skin and supporting immune recovery.
A 2018 study in Jangseong, South Korea, found that hinoki extracts inhibited inflammatory mediators, while a 2023 study reported that they reduced collagen loss and alleviated skin aging caused by UV exposure.
This scientific foundation is closely tied to AGA31℃’s core philosophy: maintaining skin at 31℃, the temperature considered optimal for balance and comfort. By focusing on this, the brand aims to help relieve common infant skin issues such as rashes, eczema, and itching.
FASFAS is fully leveraging its network of over 1,000 B2B outlets across Europe, the Americas, and the Middle East.
Meanwhile, FASFAS positions itself as more than just a cross-border e-commerce site. As a premium online platform and showroom, it curates only high-end K-beauty and K-fashion brands. (https://fasfas.com)
The company operates a strong B2C platform in tariff-free regions such as Europe, Southeast Asia, CIS, and Indonesia, while also leveraging a B2B wholesale network of more than 1,000 offline stores across Europe and beyond.
Jason Lee, CEO of FASFAS, said:
“From being the very first skincare product for babies, AGA31℃ has now grown into a trusted export-leading K-beauty brand that wins the hearts of global parents. Together with FASFAS, we will deliver the power of hinoki water—what we call ‘K-water’—to expand healthy skin culture and further strengthen K-beauty’s growth worldwide.”
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