SU:M37 is one of the Korean brands most closely associated with fermentation, and that is not just marketing added after the fact. LG Household & Health Care launched the brand in 2007 specifically around naturally fermented cosmetics.
The name itself is part of that story: “sum” refers to breathing in Korean, while 37 refers to 37°C, the temperature associated with the brand’s fermentation concept.
What does fermentation mean in skincare?
In simple terms, fermentation uses microorganisms to transform ingredients. In cosmetics, brands may use the process to change the size or composition of compounds and create different textures or ingredient profiles.
It is important not to treat “fermented” as a guarantee that a product will work better for everyone. It is one formulation approach, not a quality score. Sensitive skin can still react to a fermented product just as it can react to any other cosmetic.
What is SU:M37 known for?
The brand sits in the premium part of K-beauty rather than the budget or viral-trend end. Its identity is built around long fermentation processes, botanical ingredients and a more luxury presentation.
In the current Blushcraft selection, the products are quite different from one another:
- Secret Multi Pad — a toner-pad format.
- Sun-Away Velvet Sun Stick — a portable sun-care format.
- Time Energy Special Set — a larger multi-product set for someone who already wants a fuller routine.
Where should a beginner start?
Probably not with the eight-piece set unless you already know you like the brand. A single product is a much easier way to see how the textures and fragrance work for you.
The toner pads are the most routine-friendly option if you already use toner or exfoliating pads. The sun stick is more practical if you specifically want a portable sunscreen format. The set makes more sense as a gift or for an existing SU:M37 user.
How does SU:M37 compare with other LG beauty brands?
O HUI leans heavily into modern skin research and targeted complexes. TheHistoryOfWhoo leans into Korean royal heritage and luxury. SU:M37’s distinctive idea is fermentation. All three sit above mass-market pricing, but they have noticeably different personalities.
Buying SU:M37 in Canada
Availability can be inconsistent because Canadian retailers may only stock a small part of the Korean catalogue. Blushcraft’s SU:M37 collection is one Canadian option with CAD pricing, but if you are searching for a specific line that is not carried locally, importing may still be necessary.
Bottom line
SU:M37 is worth exploring if the fermentation concept interests you and you prefer more premium K-beauty. Do not feel you need a whole fermented routine, though. Pick one product that fits a step you already use and judge it on texture, comfort and results rather than the fermentation story alone.
Further reading: LG H&H’s original SU:M37 launch announcement.
