93% of women living in the citiy thinks that they have sensitive skin due to hazardous enviromental factors such as fine dust and stress from work. Therefore BLITHE does not only research on natural aging process but also aging due to pollution. "POLLU-AGING" (pollution + aging).

Blithe philosophy:

• Blithe does close observation on the lifestyles of urban women.
• Blithe uses plant ingredients from uncontaminated areas (BLUE ZONE), far from the big cities, such as Jeju Island.
• Blithe has removed the 9 hazardous ingredients such as parabens, benzophenone, talc, sodium lauryl sulfate (SLS), tricolsan, triethanolamine, phenoxyethanol, artificial colorings to minimize skin irritation.

The products of Blithe are free of animal testings.