Blithe is a Korean skincare and cosmetics brand specifically for the urban women to combat aging brought on especially by pollution and stress. They have coined a new term which they use as one of their mission, “Anti-Polluaging”. Polluaging being

Pollution + Ageing = Polluaging

They conduct research on the life styles of urban women to find their particular challenges against ageing. They research into ingredients best suited to resist ageing for these urban women, who faces pollution and stree living in high density urban areas. The brand maximize the effect of their products by increased extracts and reduced harmful components for their products to minimize urban women’s skin irritations.