Launches / Spring 2013 / The Look Book

Kiehl’s Introduces Actively Correcting & Beautifying BB Cream

Kiehl's Actively Correcting & Beautifying BB Cream (1)


Clinically-demonstrated to correct skin tone irregularities.
All day, even skin tone coverage, effective UV protection and hydration

Whether it’s first to the North Pole, first to invent the telephone or first to take flight, “firsts” are always unique; but Kiehl’s Since 1851, the 161-year-old skincare company, doesn’t always aim for first. The chemists at Kiehl’s aim to provide its customers with products that are cutting edge, yet able to stand the test of time.

There was Kiehl’s Blue Astringent Herbal Lotion – the iconic toner formulated in the 1963. And Clearly Corrective Dark Spot Solution, a Kiehl’s Dermatologist Solutions formula that the company’s chemists formulated after developing the highly efficient Activated C. Kiehl’s formulates using advanced science that’s demonstrated to be effective first and foremost.

Now, the venerable New York company continues the tradition with the introduction of Actively Correcting & Beautifying BB Cream SPA 50/PA +++.

“Kiehl’s Actively Correcting & Beautifying BB Cream is a beauty industry advancement. At Kiehl’s, being first in a category is not our focus. We choose to deliver real benefits in formulas that take innovation to the next level,”

“Our customers appreciate that we don’t launch and discontinue products as trends change. This BB is proof of our continued commitment to high formulation, safety and performance standards. We take the time and make the right product for our customers.”

Cammie Cannella
Vice President of Global Education

In a market flooded with BB formulas – many offering five, six even ten benefits in one – Kiehl’s drew on its historic skincare expertise to bring customers a true innovation.

The first BB (the abbreviation for “blemish balm”) was developed by renowned German dermatologist Christine Schrammek in the 1950s and prescribed to patients to help conceal post-surgery imperfections while nurturing and healing the skin. With today’s advanced skincare science, Kiehl’s chemists focused on this same essential functionality – concealing imperfections while providing continuous treatment that helps reduce skin discoloration.

“With the newer BB formulas now covering such a broad range of concerns, these products have essentially created an entirely new category.”

“It’s impressive to see Kiehl’s introduce a formula based on the original skin treatment spirit of BB creams and with a razor-sharp focus on efficacy for instant coverage and long-term correction.”

Dr. Adam Geyer
Kiehl’s Product Development Consulting Dermatologist

With 71% of customers expressing concern with uneven skin tone and lack of clarity and nearly 29% citing dark spots as a concern1, Kiehl’s chemists saw an opportunity to effectively treat the skin of its customers by offering skintone correction using high potency Vitamin C.

In a formula that offers lightweight, yet buildable coverage, developed with amino acid coated natural mineral pigments, Kiehl’s Actively Correcting & Beautifying BB Cream conceals imperfections while working to correct skin discolorations.

Additional benefits include reducing the appearance of pores and fine lines while providing all-day hydration and broad-spectrum SPF 50/ PA+++ protection.

In an industry achievement, Kiehl’s chemists have developed a formula that would typically separate. Beginning with a highly acidic, unstable Vitamin C combined with natural mineral pigments, they achieved what to date has been vexing in product development techniques: a cohesive, stable and gentle, yet effective formula.

The advancement of this development continued with the noticeably light, moisturizing texture accomplished by Kiehl’s chemists – in spite of Kiehl’s use of a higher SPF sunscreen protection.

Kiehl's Actively Correcting & Beautifying BB Cream (2)


Kiehl’s is pleased to present its first BB cream, offering immediate natural-looking coverage and longer term clinically-demonstrated skin tone correction.

In a consumer study, after application, immediate results included:

  • Instantly conceals flaws and blemishes while providing a natural, nude finish
  • Leaves skin looking naturally luminous
  • Provides a poreless finish
  • Conceals fine lines and wrinkles
  • Has a lightweight feel and texture on skin
  • Does not feel greasy on skin
  • Does not look “cakey” and provides buildable coverage
  • Skin appears more youthful

After consumer trials, respondents agreed that:

  • It wears and hydrates all day (8 hours)
  • Maintains even skin tone throughout the day
  • Color stays true all day

After as little as 4 weeks (evaluation on bare face), clinical results showed significant skin tone correction:

  • 35% improvement in skin brightness / radiance
  • 32% improvement in the appearance of skin smoothness
  • 18% reduction in the overall appearance of imperfections
  • 28% improvement in overall skin appearance
  • 26% improvement in skin hydration

In a consumer study, after 4 weeks:

  • 79% saw a reduction in the appearance of dark spots
  • 88% saw visibly more even skin tone
  • 85% saw a diminished appearance of fine lines and wrinkles
  • 90% saw brighter, more radiant, more luminous skin
  • 90% felt their skin appeared healthier


Formulated with sensitive skins in mind, yet effective for all skin types, Kiehl’s Actively Correcting & Beautifying BB Cream SPF 50/PA +++ is available in 3 shades – fair, light, natural. It offers instantly even skin tone coverage, true color hues and hydration all day.

All three shades are:

  • Fragrance free + Paraben free + Mineral oil free
  • Dermatologist and allergy tested for sensitive skin
  • Non-comedogenic – won’t clog pores


This NEW Kiehl’s Actively Correcting & Beautifying BB Cream SPF 50/PA +++ is available island-wide. Retails at S$68 for 30ml of product, made in USA.

Thank you for looking.

FTC Disclosure (Press)

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