Our Story
공중 목욕의식

Our Story

공중 목욕의식

BINU BINU is a brand of modern soaps, incense, and bath accessories inspired by the ritual of the Korean public bath, a place free of vanity and inhibition where generations are brought together in the simple act of cleansing.

Our formulas are based on the idea of daily ritual, intergenerational bonding, and the infamous Korean scrub treatment "seshin," a vigorous, pragmatic and extremely effective exfoliating treatment that represents the possibility of renewal.



For us, the Jjimjilbang aka the Korean bathhouse, is a place that embodies the concept of cultural resilience: it's where we give ourselves space; it's how we say we deserve rest and joy; it's how we say we love and accept our bodies as they are; it's how we say we are safe here with each other; it's where we show others care, where communal care and self-care are one in the same; it's how we celebrate not just ourselves but the collective us in a space of our own.

Likewise, we celebrate our cultural resilience by paying homage to the strong female role models in Korean culture such as the Haenyeo Sea Women of Jeju Island, elderly divers who dive tank-free in cold waters to harvest the bounty of the sea, and the modern-day female shaman known as Mudang, powerful healers who specialize in matters of the mind, body and soul.


BINU BINU soaps contain 100% natural ingredients and essential oils, including a base of "boricha" in all of our soaps, the Korean roasted barley tea often interchangeably referred to as water.

All of our products are free from palm oils, synthetic fragrances, detergents, artificial colorants, parabens, sulfates, and animal products.


Our designs reference a natural geometry.

Based on the 1:2 aspect ratio of the classic bathroom tile, our signature column-shaped bars echo back to their surrounding space by virtue of their form, adding a harmonious and distinctive sculptural element to the bath.

To complement our soap range, our bath accessories are made from natural materials such as marble and wood in shapes that play on water motifs, with both shape and materials informed by the architectural language of modern bathroom spaces and the age-old cleansing ritual of simple soap and water.

Where to find us

Shop us here on our web shop, and at world renowned specialty stores internationally. See our Stockists page for store information, and read more about BINU BINU in the news on our Press page. For inquiries please feel free to reach out at info@binu-binu.com.

A special thank you to photographer Hyunsung Park, by whom select photos from their book "Bathhouses in Seoul" published by 6699press are displayed throughout our site.

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