In skincare, water is not a secondary ingredient.
It is the foundation of the formula, often making up the majority of what touches the skin.

In most skincare products, purified water serves a functional role—
it helps dissolve ingredients and build the texture of the formula.
However, it is typically used as a neutral solvent, not as an element designed to actively shape the skin experience.

At SOONJA, we began by asking a different question:
What if the base itself could be more intentional?

Purified Water vs. PAW+

A Difference in Role, Not Just Form

Purified Water

• Functions primarily as a solvent and volume filler
  

• Helps carry other ingredients within the formula
  

• Plays a limited role in shaping how the skin experiences the product
  
  

PAW+ (Plasma-Activated Water)

• Water activated through a plasma process
  

• Used by SOONJA in place of conventional purified water
  

• Designed to serve as the base of the formula, not just a carrier
  

• Helps define the overall balance, feel, and skin experience of the product
  
  

This difference is not about adding more ingredients—it is about redefining the role of water itself.

What Makes PAW+ Different

PAW+ is created through a plasma activation process that gives the water distinct physical and chemical characteristics compared to conventional purified water.

When used as the base of a skincare formula, PAW+ is valued for its ability to:

• Provide a soft, gentle skin feel upon contact
  

• Help maintain a stable and comfortable skin environment
  

• Serve as a balanced foundation that supports the overall formulation
  

• Create a skincare experience that feels calm, refined, and intentional
  
  

Rather than functioning solely as a background component,
PAW+ is treated as an active foundation of the formula design.

PAW+ as a Formulation Philosophy

SOONJA does not use PAW+ as a marketing highlight—it is a formulation decision.

By starting with an activated water base, we focus on:

• Reducing unnecessary formulation complexity
  

• Designing products that feel comfortable with repeated daily use
  

• Building skincare around balance rather than intensity
  
  

PAW+ allows us to approach skincare from the base up, instead of layering effects on top.

Research & References

Plasma-activated water has been studied and applied across various scientific and industrial fields.
Information related to its production process, material characteristics, and safety considerations is publicly available through research publications and technical references.

SOONJA references this existing body of information when selecting PAW+ as a base ingredient and applies it specifically within the context of cosmetic formulation, not medical or pharmaceutical use.

A Note on Use

PAW+ is listed as “Water” under INCI cosmetic ingredient standards and is used solely as a cosmetic base ingredient.
SOONJA products are cosmetics and are not intended to diagnose, treat, cure, or prevent any disease.

Our Perspective

At SOONJA, water is not background.
It is the starting point.

Before adding more, we chose to rethink what everything else depends on.