Ajumma was born from the desire of two Korean sisters, Kyong-soo and Jiyeonne, to share a contemporary, sensitive, and authentic vision of K-beauty between Korea and France.

Through an exclusive selection of premium brands sourced in Korea, Ajumma highlights skincare chosen for the quality of their formulations, their craftsmanship, their identity, and the story they tell.

K-beauty, which has revolutionized the world of beauty among young people, naturally finds its place among Ajummas: these more mature, free, and assertive women who know what they want and advocate for a more conscious, deeper, and more personal beauty.

Ajumma champions a holistic approach to beauty inspired by Korean self-care rituals, where body and mind rebalance through simple, sensory, and essential gestures. In a daily life where everything is speeding up, Ajumma gives back a place to "me-time" and celebrates the beauty of everyday actions.

Beyond beauty, Ajumma develops a true cultural and aesthetic universe around the Korean art of living. Nurtured by the artistic backgrounds of the two founders — between architecture, design, tableware, and cultural exchanges — Ajumma is also a reflection of a commitment: connecting cultures, valuing Korean know-how, creating bridges between yesterday's rituals and tomorrow's needs.

In Korea, Ajumma — "madam" in Korean — traditionally refers to a mature or married woman. It is a very popular figure in Korea that evokes humor, an uninhibited and popular image, and energy.

She is often depicted with her colorful visors, permed hair, and overflowing energy. A colorful figure, sometimes perceived as direct and unfiltered, she above all embodies a strong, lively, independent woman deeply rooted in everyday life.

She also embodies the contemporary woman: demanding, independent, elegant, and fully self-assured.
They know what they want.