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23 years of research have been channeled toward Sulwhasoo’s signature “first step” Korean herbal medicine-based serum

The fifth generation JAUM Activator™ is more powerful than ever as an essential anti-aging booster that stimulates the skin’s natural ability to rejuvenate itself every day.


Bestseller serum product. Sulwhasoo sells 1 product every 10 seconds*

- 400,000 customers** have purchased 10 or more bottles**
- Ranked no. 1 in the anti-aging and serum category for 7 consecutive years***

(*January ~ December 2018, based on cumulative sales in Korea/ **Based on in-house data extracted by AmorePacific for customers who have purchased the First Care Activating Serum product since its launch in 1997 to 2019/ ***2013 ~ 2016, Beaute Research Korea)

The powerful fifth-generation JAUM Activator was developed by using the “Youth Master Technology”, the latest form of biotechnology of SulwhasooJAUM Activator takes care of the entire ecosystem surrounding the skin and creates a firm and healthy foundation.
Essential Anti-Aging “First Care” that awakens the natural power of the skinFirst Care Activating Serum is formulated for everyday use immediately after face washing, as it enhances the regenerative power and protective barrier of the skin to achieve that soft and radiant look.
Signature fragrance and texture that are both refreshing and easily absorbed into the skinSulwhasoo’s advanced formula technology is used to develop a product that can be easily absorbed into any skin type. It has infused a soothing scent to enhance the efficacy of the formula and provide customers with an excellent experience.

Fifth generation JAUM Activator awakens the natural power of the skin

A “data-mining prescription” that delivers the perfect combination of ingredients to optimize the anti-aging benefits.

Activate your skin’s natural abilities, to rejuvenate it with just one bottle a day

Total anti-aging index that intuitively shows Sulwhasoo’s skin improvement based on 6 indexes(Hydration / Radiance / Translucency / Wrinkle reduction / Brightness / Skin barrier).

  • Improved Hydration : +10.76%
  • Improved Radiance : +7.64%
  • Improved Translucency : +1.6%
  • Reduced Wrinkle : -4.85%
  • Improved Brightness : +1.7%
  • Skin barrier (Improved Moisture loss) : +16.98%

* Clinical Trial Results | Subjects: 32 subjects (ages 35~59) / Trial Period: August 26, 2019~November 29, 2019 / Testing Agency: P&K Skin Research Center Co., Ltd.
* SKIN YOUTH INDEX | Standard score of clinical test result, Skin before improvement 100.


Improvement of total anti-aging index based on 6 indexes

  • Hydration
  • Radiance
  • Translucency
  • Wrinkle
  • Brightness
  • Skin barrier

Benefits of the First Care Activating Serum are proven to be 99% by consumers worldwide

* 539 female consumers in their 30s and 40s (Korea, China, Singapore, and the Americas) | September ~ November 2019 (HUT for 4 weeks) | Survey Agency: REMOTION
  • Improved Skin Condition : 97% (In the following morning)
  • Comfortable skin experience : 99%
  • Moist and smooth skin texture : 98%
  • Firmer Skin : 94% (In the following morning)
  • Stronger protective skin barrier : 96% (Expected Benefits From Long-Term Use)
  • Healthier skin : 97% (Expected Benefits From Long-Term Use)

How to Use


  • After your morning and evening cleansing ritual, apply three pumps to damp skin with your fingertips and press serum into skin with an open palm for optimal absorption.

First Care Activating Serum 60ml

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