# Sluff Brings Korean Bathing Rituals Home
Christina Han and Esther Nordlinger have launched Sluff, a direct-to-consumer brand rooted in Korean bathing culture. The brand debuted Tuesday on its website, offering at-home versions of traditional Korean bath practices.
Korean bathing culture centers on exfoliation and deep cleansing. The ritual typically involves hot water soaking followed by vigorous scrubbing to remove dead skin cells. This practice has influenced skincare routines across Asia and increasingly in Western beauty markets. Sluff appears designed to make these techniques accessible without requiring visits to Korean spas or jjimjilbangs.
The brand name itself suggests the core product category. "Sluff" references the physical act of sloughing off dead skin, a cornerstone of Korean beauty philosophy that prioritizes thorough cleansing over gentle, minimalist approaches. This positions Sluff in direct contrast to the recent Western trend favoring delicate, "skin-minimalist" routines.
Han and Nordlinger's timing reflects growing Western interest in Korean beauty methods. Korean skincare has dominated trends for years, but the bathing and exfoliation segment remains underserved in the American market. Most Western consumers associate exfoliation with chemical or mechanical scrubs, missing the hydrotherapy element integral to Korean practice.
Direct-to-consumer launches eliminate retail markups and allow brands to build community directly. Sluff's website-only approach suggests the cofounders prioritize customer relationship building and education. This model works particularly well for category education, where consumers may need guidance on proper technique and frequency.
The brand enters a market where Korean beauty imports dominate. Brands like Amorepacific and Sulwhasoo command premium pricing, while affordable Korean retailers stock exfoliating cloths and bath products.