I’M FROM Mugwort Mask, rice, honey: all about the Korean brand

A green tube that smells of herbs, a milky rice toner, a honey mask that flows like syrup… If you’ve ever looked up the I’M FROM Mugwort Mask, you probably already know this Korean brand a little. Its idea is simple and lovely: say where its ingredients come from, region by region, just as you would for a good local specialty.

In this guide, we tell you who’s behind I’M FROM, what’s in its key products, how to find your way around its lines (rice, mugwort, honey, fig…) and above all where to start for your skin. Spoiler: it’s an ideal brand if you love sensorial textures and ingredients with a story.

The story of I’M FROM, the brand that says where it comes from

I’M FROM belongs to the Korean company LAB & Company (랩앤컴퍼니), based in the Gangnam district of Seoul. The brand is dedicated to skincare, with lines each built around a natural Korean ingredient.

The brand’s name says it all: “I’m from”. On its bottles, I’M FROM displays the place of origin of its main ingredient: Yeoju for rice, Ganghwa for mugwort, Mount Jirisan for honey. A way to pay tribute to Korea’s local terroirs, and to show that it knows exactly what goes into its products.

The Rice Toner has also gained attention outside Korea: according to the Korean daily etnews, it got a lot of buzz among foreign beauty influencers around 2023, and today you can find it at big retailers like Ulta Beauty in the United States. As of mid-October 2026, we carry around forty I’M FROM items, from cleansers to masks.

The I’M FROM philosophy: Korean nature, high-performance style

I’M FROM presents itself as a “high performance natural beauty brand”: a natural brand that still wants results. It combines natural Korean ingredients with botany and technology, and draws inspiration from Korea’s four distinct seasons and its plants that grow in sometimes harsh conditions.

• Korean heritage: reinterpreting beauty ingredients and know-how passed down from generation to generation, with a modern eye.
• Responsible sourcing: the brand says it buys its ingredients ethically, from the region where they grow best all the way to you, and highlights their origin.
• “Green chemistry”: greener chemistry, to limit the impact of formulas on people and the environment.
• A delicious color code: sunny orange for the brand, then one color per ingredient (mugwort green, honey yellow, fig pink, beet fuchsia, apricot orange).

The key I’M FROM ingredients

At I’M FROM, the ingredient always takes center stage, along with its region of origin. Here are the ones to know.

Yeoju rice, for a radiant complexion

Yeoju is a rice-growing region southeast of Seoul. I’M FROM sources the rice extract for its white line there, known in Asia for giving a soft, radiant complexion. It’s the base of the Rice Toner, but also of the Rice Cream, enriched with rice bran extract.

Ganghwa mugwort, to soothe

Mugwort (쑥) is a traditional plant in Korea, and I’M FROM chooses the one from Ganghwa Island, west of Seoul. It helps soothe skin that heats up. It’s the ingredient of the Mugwort Essence and the Mugwort Mask, which contains real bits of mugwort leaves.

Mount Jirisan honey, to nourish

Jirisan is a large mountain in southern Korea. Its honey is the key ingredient of the Honey Mask, which contains 38.7% of it. Honey helps skin retain moisture and gives it a softer, more radiant look.

Fig, for clear skin

The pink Fig line relies on fig and its enzymes, which help gently remove dead skin cells. You find it mostly in the cleansers and in the Fig Scrub Mask, an exfoliating mask.

Beet, to purify

The fuchsia Beet line uses beet in products that help purify the skin and keep pores clear, like the Beet Purifying Mask.

Apricot, for radiance

With its orange bottles, the Apricot line is all about radiance: an ampoule to even out the complexion and a light sun serum, the Apricot Clear Sun Serum SPF50+/PA++++.

The I’M FROM lines to know

Which I’M FROM for your skin?

Choose your need: we give you our favorite product, and two more to complete it.

A complete I’M FROM routine, morning and evening

In the morning

1. CleanseThe gentle Mugwort Gel Cleanser, or the Rice Whip foam, then rinse with lukewarm water.
2. ToneThe Rice Toner, patted in with your hands in one or two layers.
3. SerumThe Mugwort Essence if your skin is sensitive, or the Rice Serum for radiance.
4. MoisturizeThe fresh, light Vitamin Tree gel, or the Mugwort Fluid Cream.
5. ProtectThe Rice Sunscreen or the Apricot Clear Sun Serum, to reapply during the day.

In the evening

1. Remove makeupThe Fig Cleansing Balm or the Fig Cleansing Oil, massaged onto dry skin then emulsified with a little water.
2. CleanseThe Fig Foam Cleanser, for clean skin.
3. MaskOnce or twice a week, the Mugwort Mask or the Honey Mask.
4. SerumThe Apricot ampoule or the Mushroom Collagen ampoule.
5. NourishThe Rice Cream or the richer Honey Glow Cream, if your skin feels tight.

Our tips for use, from the Rice Toner to the I’M FROM Mugwort Mask

• The Mugwort Mask, how to use it: it’s a rinse-off mask. On clean skin, spread a generous layer, leave on for 5 to 10 minutes, then rinse with lukewarm water. The little green bits are pieces of mugwort leaves: that’s normal!
• The Rice Toner in layers: pour it into the palm of your hand and pat it onto your face. A second layer on days when your skin is thirsty: that’s the Korean method.
• Don’t over-exfoliate: the Fig Scrub Mask and the enzyme powder are for once or twice a week maximum, never on irritated skin.
• One new product at a time: wait one to two weeks before adding another, and test it first on a small area, for example behind your ear.
• SPF every morning: especially if you use the Apricot ampoule for your complexion. Without sun protection, small spots come back quickly.
• Stick to one color: each ingredient has its line and its color. To start, pick two or three products from the same line: it’s the simplest way.

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Jihyun, team Ma Petite Corée