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CEO Terry HONG
Beauness Corporation

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we offer optimal solutions to help you find answers to true beauty.

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The word "sincere" originates from the Latin word, "sine cere" which is said to contain the meaning of "without wax."

How did the phrase “without wax” give birth to the word “sincere”?
In ancient Europe, ceramics were a highly valuable good.
In order to make a fine ceramic, it was critical to have no cracks.

Ceramic with even the smallest crack lead to its value plummeting.
But there was a way to completely hide cracks of ceramics.

A more interesting fact is the meaning of the Greek word, which
gave birth to Latin.

In Greek, the word has the meaning of “sun tested” which can be
elaborated as the following:

An average person would have a hard time identifying cracks of
the waxed ceramics, but professionals had a way to identify
cracks. Professionals would expose the ceramic to sunlight, and
the sunlight would reveal the white pearl wax. When sunlight is
directed on a ceramic and no wax is found, the ceramic is honest
and sincere, which led to the word to become “sincere.”

Beauness began from this sentiment.

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