Founded in Seoul, UAQ is a lifestyle and beauty brand that explores the idea of the “uncharted aesthetic quest,” where everyday life becomes a canvas for creativity and refined beauty. The brand’s philosophy centers on discovering aesthetic value in ordinary routines, transforming them into experiences that reflect individuality and emotional depth.
UAQ’s designs and products combine function, form, and sensory pleasure. From skincare such as the Dewy Awakening and Crown Elixir to apparel and home accessories, every item embodies thoughtful craftsmanship and quiet sophistication. Each product invites the user to slow down, engage the senses, and appreciate subtle beauty in daily rituals.
The brand also embraces sustainability, using a practical and creative approach to reimagine resources into meaningful forms. Materials are repurposed into multifunctional objects that blend art, design, and utility.
At the heart of UAQ’s storytelling is its playful muse, “r r e,” a symbol of curiosity and joy that reminds us to see the world with fresh eyes. Through its sensorial and sustainable vision, UAQ encourages people to rediscover wonder in the ordinary and to create a more beautiful and mindful rhythm in everyday life.
