Binu Binu is a collection of modern soaps inspired by the ritual of the Korean public bath, a place free of vanity and inhibition and where generations are brought together in the simple act of cleansing.  The formulas are based on the idea of daily ritual, intergenerational bonding, and the infamous Korean scrub treatment "Seshin," a vigorous, pragmatic and extremely effective exfoliating treatment that can be found at the baths. Other points of inspiration come from strong female role models in Korean culture - like the Haenyeo sea women of Jeju Island, elderly female divers who dive tank-free for the catch of the day to support their families, and the modern-day shaman known as Mudang, female healers who specialize in matters of the mind, body and soul.
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