Jeon So Mi and more Korean celebrities are diving into the lucrative Korean cosmetic market

As Korean cosmetics continue to gain global popularity, a growing number of celebrities and influencers are entering the beauty business.

According to industry sources, on November 27, Jo Min, a YouTuber and the daughter of Jo Kuk, leader of the Rebuilding Korea Party, launched her skincare brand CEROLABS this month.

The word CERO in CEROLABS, translates to "zero," symbolizing its commitment to minimizing irritation and toxicity for all skin types while developing the purest possible products. The products are manufactured by Kolmar Korea, the country's largest ODM (Original Development Manufacturing) company, with product prices starting in the 20,000 KRW (14.38 USD) range.

Trot singer Hong Jin Young has also joined the cosmetics business with her company IMPOTEN, which is preparing to become a publicly traded company on KOSDAQ. The company has signed an IPO (Initial Public Offering) agreement with Korea Investment & Securities, aiming for a public debut by 2026.

IMPOTEN owns two beauty brands, Hong Shot and Chic Blanco, launched in 2018 and last year, respectively. Notably, the company expanded into the Japanese market in November 2022.

At a beauty expo in May, Hong Jin Young personally demonstrated Chic Blanco products, earning the trust of attendees. The brand achieved a sellout during its first broadcast on Lotte Home Shopping and is steadily building recognition in markets like Japan and Southeast Asia.

Singer Jeon So Mi also entered the beauty industry this April, launching the makeup brand GLYF. Jeon So Mi was deeply involved in the process, from product development to packaging design and website creation.

Explaining her motivation, she stated, “I invest in cosmetics almost as much as I do in food. I love makeup, and I started creating cosmetics because I found my daily routine so inconvenient without the right products.”

Some celebrities have achieved remarkable success in the cosmetics industry, such as Kim Tae Wook, who debuted as a singer in 1991. Kim Tae Wook established iWedding.net (now iFamilySC) in 2000 and launched the color cosmetics brand Romand (Rom&nd), marking his entry into the beauty business.

Rom&nd has since gained immense popularity in both domestic and international markets, including in Olive Young stores.

iFamilySC, which is listed on the KOSDAQ, reported impressive financial results in the first half of this year, with 106.4 billion KRW (~76.5 million USD) in revenue, 18.7 billion KRW (~13.45 million USD) in operating profit, and 16.3 billion KRW (~11.7 million USD) in net profit, reflecting year-on-year increases of 53%, 92.6%, and 111.1%, respectively. Rom&nd alone accounted for over 70% of the company’s total sales last year, which reached 148.7 billion KRW (~10.7 million USD).

Looking ahead, iFamilySC plans to accelerate its expansion into overseas markets.

An industry insider commented, “The surge in K-culture’s global appeal has led to more Korean celebrities and influencers launching their own cosmetics brands. The growing accessibility of ODM and OEM (Original Equipment Manufacturing) systems have further simplified the barriers of market entry, and this trend is expected to continue rising.”

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