Aritaum believes that true beauty is about more than just physical appearance – it's also about living a happy and meaningful life. The brand offers skin care, makeup, nail, body and hair care products as well as a men’s range to ensure a pleasant and sensual experience for its customers. Bestsellers include the Modi Nail and Mono Eyes series, Full Cover BB Cream SPF50+ PA+++, IDOL Waterproof Eye Pencil and Full Cover Stick Concealer. Aritaum is a part of the Amorepacific Corporation, the parent company of well-known Korean beauty brands such as Innisfree, Laneige and Etude House, among others.